Everyone’s talking about content marketing, but what are some of the major players in financial services doing to use, scale and measure content?
Senior marketing leaders from several top financial and media companies convened in our hometown last week to participate in Gramercy Institute’s “Forum: San Francisco” event, a half-day program that focused on what works (and what doesn’t) in the current world of financial marketing. Not surprisingly, content marketing was a hot topic.
A panel addressing the overarching theme “Content Marketing: Why It Works Well in Financial (Does It?)” uncovered the opportunities and challenges that leading companies are experiencing when it comes to creating and distributing content.
- Gabe Dalporto, CMO & President/Mortgage at Lending Tree
- Matt Dunn, VP of Digital Publishing and Social Strategies, Franklin Templeton Investments
- Laura Nemeth, CMO at RS Investments
- John Toth, Head of US Ad Sales for Reuters.com, Thomson Reuters
Here are our four takeaways from the panel:
1. The efficiencies of digital distribution can no longer be ignored. Information is moving faster than ever before, creating an enormous demand for quality, relevant and increasingly more personalized content that reaches consumers where they’re spending time online.
Panel insight: Determine a theme or topic that you can be an authority in, find where people are talking about that topic and make sure you own that space and have a strong content presence there, whether that’s earned or paid.
2. You can’t manage what you can’t measure. New technologies are enabling marketers to monetize and monitor the ROI of their content, which they were largely unable to do effectively during the days of print. What’s more, the feedback loops provide – in real time – the ability to create better, more focused content for their audiences.
Panel insight: Leveraging ad platforms and using cookies to track behavior all the way to conversion are just a few of the strategies that the panelists engage in to measure their content marketing efforts.
3. Aim to build social relationships first, and business will follow. When it comes to creating and sharing content, the goal should be to engage with audiences in a meaningful, consistent and personalized way that builds trust. There are no quick wins or hits; consumers want long-term financial partners who are there to help them, not alarmists, and need to be educated about their options, not schooled.
Panel insight: Think about how the stories you tell can scale and be repurposed. Rather than distributing the same content everywhere, would it have more impact if regional markets and offices are able to add a local, more personal touch to broader content themes?
4. Leverage time-saving technology. There are many products and tools to streamline a firm’s content marketing efforts, from creation to curation to promotion to distribution and everything in between. Focus on the part of the process that requires the most time commitment or manpower, and partner with a technology provider that will help remove those barriers to productivity.
Panel insight: Matt Dunn of Franklin Templeton Investments mentioned the use of technology providers such as Contently to help his team manage editorial calendars, as well as Hearsay Social to empower advisors to share compliant content with their social media followers.
For more information on the latest content offering from Hearsay Social, see the recent post about our new Curated Content Channels.