Written by: Alicia Eu
If Alan Turing could overcome the near impossible and decode the wartime communication of the German Enigma ciphers in World War II, then surely cracking the content marketing code – the code that has been pushed by PR and marketing folk alike for the past two years – should be an easy feat in comparison.
Yet, for many in the financial services industry, the content marketing journey hasn’t started, has only just started trundling along or is a mass content creation and distribution play with little data to help make better connections with meaningful leads.
The picture I’m painting may seem bleak but shows there is plenty of room for improvement and to ‘crack’ the content marketing code, it may be worthwhile reviewing the milestones we’ve passed (or are still struggling with), taking the lead from best practices examples in the industry, and considering our tips for getting you on the journey quicker.
Content marketing milestones
Taking a strategic approach: While marketers have started taking a more strategic approach to their content marketing strategies, the latest Content Marketing Institute’s 2016 Benchmark, Budgets and Trends report finds that only 46% of respondents have a documented content marketing strategy . As is best practice with any new endeavor in business, and as the Content Marketing Institute suggests, a content marketing strategy is the vital first step to informing the creation, publication and governance of useful, usable content to help manage content as a business asset.
Content amplification: This is the happy marriage of valuable content and paid tactics to extend or amplify your content to your target audience at the right time. A major shift in the last few years has seen traditional and non-traditional digital publishers offering native advertising products and sponsored editorial posts. The challenge for these publishers is how to deliver these products in a way that doesn’t impact on the integrity of the articles written by journalists and thus their credibility.
Metric-driven marketing: Organisations are starting to make better use of analytics to refine content marketing strategies as an important function - and optimising their content accordingly.
Lessons from the best in financial services
A number of financial services organisations are nailing their content marketing strategies and there are lessons that we can learn from each.
Content marketing is a long term strategy with no instant fixes so you will need Mr. Turing’s persistence and patience to crack its code. However, to get you on your journey quicker, here are three strategies we suggest you put into play: