-1.svg "Close Icon (3)-1")
.svg "Close Icon (3)")
- Share
-
Almost everyone in business has some form of marketing – and some kind of content. In financial services the content is often called ‘thought leadership.’
Most financial brands traditionally leveraged their content (a.k.a. thought leadership) across multiple channels: advertising, roadshows, client events, newsletters and thought leadership campaigns. But in less than a decade the internet has exploded all previous marketing models. Today marketers must contend with the all-pervasive influence of Google search; the ease and speed of online publishing; the proliferation of digital ‘platforms’ and social media – all of which are now accessed in mobile format by users on the run. Digital-age consumers expect, they demand, instantaneous access to information.
As our colleague Kaitlin mentioned in her last post, the relatively new discipline of ‘content marketing’ brings the marketing, communications, PR, digital, campaign, events and strategy functions together into a cohesive structure to plan, track and manage how corporate knowledge is delivered to consumers. The good news for experienced financial services marketing specialists is that their knowledge remains relevant. The bad news is that translating it, and the corporate IP, to a content marketing model requires a significant overhaul.
At the end of last year, BlueChip caught up with Kevin Cain, content marketing specialist, to hear how to create a content strategy that works. Joe Pulizzi, founder of the Content Marketing Institute and Content Marketing World, was also kind enough to share his insights with us at the CEO breakfast series for content marketing last year.
To help you understand what content marketing can do for financial services, BlueChip has produced a content marketing eBook which takes you on a step-by-step journey to make the transition to a world where content is everywhere. Next week, we will be blogging about how you can start to use your current content to create something with long term value and effectively deliver your content marketing plan.
And in just a couple weeks’ time, our very own Carden Calder will be giving a presentation at Content Marketing World Sydney. Carden will discuss how to turn old world content into content marketing assets for the future – if you can’t make it to the conference you can follow us on Twitter for all the conference updates. If you can’t wait until then, check out Carden’s blog for more on content marketing.
