FinServ Content Marketing Needs to Be Silo-Free
The good news is financial services marketers are learning that cross-channel content marketing works. The bad news is there are still organizations where social is separate from SEO, media relations is detached from digital marketing “or — most worrying — IR from PR,” according to an Aug. 10 article in O’Dwyer’s.
Matthew Schwartz, editorial director at Gould+Partners, writes for O’Dwyer’s that the silo-free, but still regulation-compliant, content marketing has high returns.
“The trend is translating into additional business,” he writes. “[Digital communications agency] Peppercomm generated $6.1 million in finance-related net fees in 2016, with an expected 15 increase this year.”
Here’s what Schwartz says FinServ marketers can do with their content marketing:
Tell the Story
In November 2014, asset management company Eaton Vance decided to pursue financial advisors by appealing directly to them with stories about how the company could help them with income, volatility and taxes, or what the company dubbed, “IVT,” the O’Dwyer’s article reads.
The content marketing then positioned Eaton “as an industry leader for generating income; navigating market volatility; and effectively managing taxes, while simultaneously working to boost interest among financial advisors for EV’s line of mutual funds.”
A key campaign component was providing EV’s top executives with media coaching for how to most easily communicate their message and explain in everyday language the benefits of EV’s funds, said Richard Dukas, Chairman and CEO of DLPR. “They needed to go out and talk about how smart they are and why it makes sense to invest in their company,” Dukas said.
Since DLPR came on in 2014, there’s been a 15 percent increase in advisors who recognize Eaton Vance as a leader in IVT, largely attributed to a regular (and ongoing) string of media coverage from Bloomberg Television, CNBC and Fox Business, among major business media venues.
Be Where the Customers Are
Eaton found customers on cable television. Potential financial services clients may also be reading the Wall Street Journal, browsing in a LinkedIn Group or on a financial news website.
But perhaps more importantly, financial services marketers need to be where they are mentally, too. Environmental, social and governance issues about investments concern potential clients, so FinServ marketers need to be consistent about their communication, he writes.
A quote in the article reads:
“We’re looking for gaps within — and inconsistencies about — a company’s energy and labor policies and how that is being communicated in its CSR reports and financial disclosures,” said Ron Loch, Principal and Managing Director of Sustainability Consulting at G&S Business Communications. “Investors are taking in all sorts of information about a company and if the overall message is not consistent from one marketing channel to another it connotes investor risk.”
What do you think, marketers?
Please respond in the comments section below.
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