Tag: content marketing

10 Secrets to Content Marketing Success for Financial Brands

10 Secrets to Content Marketing Success for Financial Brands

The Imprint team is delighted that the Gramercy Institute named us one of the financial sector’s Top Agencies for 2018.

We were especially thrilled to take part in a round table discussion with our peers, where each agency was asked to name one key driver to success in marketing for financial brands. Here are my takeaways.

1. Reuse content

You’ve got reams of content by now and, let’s face it, some pieces could use a face-lift. So don’t keep producing new content unless there’s a clear purpose; optimize what you have first. Focus on repackaging, transforming and enhancing evergreen content so it’s visually engaging, snappier, and optimized for social sharing.

2. Aim for the white space

Figure out what makes your brand stand out. Define what’s different about you, and your unique point of view. Also make sure your solutions and insights are relevant and useful to your customers and clients.

3. Have a purpose

Define how you are helping your customers and clients, as well as the value you’re providing. This can be emotional support, practical help, advice, information, guidance or data – ­or a combination of all of those things.

4. It’s human to human

We can all get caught up in discussing B2B strategies or B2C campaigns, but it’s always H2H – human to human. You’re talking with people. And people respond best to conversations, so you need to listen.

5. Collaborate

Of course your agencies are vendors, but they’re also partners. They’re full of fresh ideas and expertise, and they want your business to be successful—that’s why you hired them. So involve your external teams in every stage of your program from ideation to implementation.

6. Try new things

Don’t be afraid of pushing against brand guidelines. Take risks and innovate. Your audience, whether B2B or B2C, is expecting to see new formats and approaches to brand story telling. Fortune favors the brave.

7. Confront your internal hurdles around social media

You need to be where your customers and clients are having conversations. And that’s often on social channels—not a website. We’re in a highly regulated industry, but all brands need to get to grips with the compliance and approval obstacles that prevent them from taking true advantage of social media’s opportunities. You need to tie social into content development process and also plan for some spontaneity.

8. Create an emotional connection

People want interaction on social media, so leverage that. Be personal, warm, and informal and you’ll create a dialogue that will be incredibly valuable both to you and your customer or client. Ensure your content makes sense to your audience’s life or business.

9. Inspire action

Give your audience a way to respond to your content—and not only through a 1-800 number or an email address. Ensure your audience will want to share and comment on your content.

10. Be strategic not tactical

Every piece of content you create or repackage should be built around a goal, a target audience, a customer journey and a message that supports, builds and brings to life your brand’s business.


To the teams at:


Congratulations! We’re proud to be part of such a smart, thoughtful and committed industry. Thanks for your insight. Here’s to a successful, strategic and engaging year of financial content marketing.

Election 2016: Should Brands Get Involved?

Election 2016: Should Brands Get Involved?

If you’ve used Facebook, Twitter or other social media this fall, you’ve likely noticed that that you have a group of friends and acquaintances that are extremely vocal about the election. But you also likely have a whole other group who, at least on social media, have stayed completely silent on anything election related.

The same division is happening in Corporate America. Some companies have openly stated their positions on the candidates, the issues and even the tone of the debate. Others, however, have remained completely silent.

At Imprint, we’re aware that commenting on the election works better for some brands than others. Kenneth Cole, for instance, has produced multiple pieces of content around voter registration, and Hotels.com has created a whole campaign, including articles, tweets and videos aroud their mascot, Captain Obvious, running for president. Even Tic-Tac recently joined the club.

But for an industry like financial services, election-related content is critical. People are concerned about how their savings could be impacted, how tax rates could change, which way  interest rates could go and how their debts could be affected. Financial marketers should be in those conversations.

We were interested in how financial firms were approaching election content. We used Vista, our quarterly content monitoring study, to track and analyze the election-related content produced by a competitive group of financial service firms.

There certainly was a lot of content – more than 50 individual election-related pieces published across 25 firms. However, only 10% of the firms put forward a strong point-of-view. Many firms touched on the key election-related financial concerns and most providing a historical perspective on what typically happens in the market during election periods. But very few firms advised the reader on what to actually do with this information.

We felt two companies bucked the trend, producing election-related content that had an excellent point of view and gave its readers insightful and actionable information.

OppenheimerFunds: We liked OppenheimerFunds’ engagement and promotion strategy. It has a dedicated content hub where the OppenheimerFunds team has been tracking the elections for months – and continually updates the content to reflect the most current views and status. The hub contains all the components that the firm then uses to feed other communication formats and messaging. Other standouts? The content is very visual – with charts and infographics – and they have a taken a multi-format approach publishing articles, video, webcasts, and whitepapers. OppenheimerFunds also has a clear perspective that’s helpful.

UBS:  This firm also has an area of its site dedicated to this topic, called ElectionWatch – where the content is kept fresh and up to date as we move closer to the election.

All-in-all, we think this is an important topic – and a great opportunity to share your firm’s thought leadership. But, like any content opportunity, if you want to optimize the effort there are things you can do to make it great:

  • Put forth a clear POV: Election content is everywhere – readers are inundated with information so you need to take a position in order to stand out.
  • Consider a dedicated content hub: Putting everything in one place makes it easier for your audience to consume content.
  • Use visuals to help tell the story.
  • Avoid dead ends: Offer clear next steps and actionable CTA’s to guide the reader along the customer journey.

For more insights on how content intersects with Election 2016, listen to our podcast, Contagious Content, and find more insights in our election-focused Vista quarterly content  report.

CC 4: Election 2016: Trump, Clinton and Content Marketing

CC 4: Election 2016: Trump, Clinton and Content Marketing

With Election Day less than a month away, which candidate is winning at content marketing? How should brands join the conversation? Check out our latest podcast where the Imprint team offers up their answers to those questions.

Intro music Golden Sunrise by Josh Woodward // CC BY

Print isn’t dead, only patience

Print isn’t dead, only patience

In the Campaign Live piece below, I offer my thoughts in regard to print media–the death of which has been greatly exaggerated.


Click-through rates, opens, impressions, downloads and…dog-eared pages? Developments in analytic capabilities have allowed marketers to understand the ROI of each initiative, and in an increasingly digital world, these results begin to pour in almost immediately after pressing go.

Read More at www.campaignlive.com

Is Winning Everything?

Is Winning Everything?

Taking Learnings from Rio Onward to Cleveland.

I just returned from attending the Olympic Games in Rio de Janeiro, and I’m off to Cleveland next week for Content Marketing World. Two different cities, for sure. But I learned some lessons in Rio which I am definitely packing in my carry-on.

Content Marketing World is like the Olympics of content marketing: multi-days, tons of talent, ending in very competitive awards categories. Imprint, at only three and a half years old, is nominated for Small Agency of the Year for the third year in a row.

So what did I learn in Rio that I’m taking to Cleveland? Of course I was reminded of the preparation, dedication and focus of world-class athletes. What really inspired me, though, was the sense of team. While everyone wants to win, the spirit of the collective work – what happened throughout the year – matters most.

The Olympic games in Rio put these athletes in the spotlight. But how hard do they train when no one is watching?   I didn’t have to ask that question to Ashton Eaton and Brianne Theisen-Eaton, the fittest married couple on earth. The answer is hard; they train very hard. This year, Ashton repeated a gold medal win in the men’s decathlon and Brianne took the bronze in women’s heptathlon.

At a small agency, you do everything. You roll up your sleeves, dig in and do your very best. And often there isn’t anyone watching.   You’re representing your team, and standing for your collective mates. I am so proud of the team at Imprint and the incredible work that has been done this year.

Win or lose in Cleveland, it’s bigger than one award. Here we go!

The Rise of Brand Journalism

The Rise of Brand Journalism

Our Take:  More companies are trying to become “brand journalists.” Imprint’s Managing Partner Andy Seibert weighs in on how companies can do it right–and wrong.


In 2013, with the goal of increasing brand awareness and establishing the company as a trusted health and fitness resource on the web, the online fitness company DailyBurn decided to launch an editorial site. Life by DailyBurn now features hundreds of health, fitness, lifestyle and tech articles, plus recipes, all researched, reported and written by five staff editors and 40 contributors.

Read More at corp.izea.com

What Is Content Marketing?

What Is Content Marketing?

Our Take:

In this back-to-basics article, Forbes calls out the fundamentals of content marketing and why it exists. Besides noting the ever-present need for marketers to cut through the clutter they say “without question, content marketing should be integral to the business development efforts of many firms. It is going to become ever more decisive in determining the success of many of these firms in the future.”


Read More at Forbes

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