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:
- Blacklight/MA
- DiMassimo Goldstein
- Extractable
- Fundamental Media
- J Connelly
- Partners & Simons
- Ptarmigan Media
- Public Imaging GmbH
- Quattro
- The Gate | New York
- The Ricciardi Group
- Water & Wall Group
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.
