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Today's financial firms are reducing their risk and lowering their exposure. Having invested heavily in advertising for so long, those seeking alpha have found they must back different skills to promote their brand, functioning as publishers and producers. More than just the marketing department, this effort requires cooperation and input from the entire enterprise. Making adjustments to the marketing portfolio and rebalancing resources to create more custom content allows organizations to better meet ever-changing digital challenges and profit greatly by addressing changing customer expectations. In this presentation, I share the ways financial services companies have succeeded--and prospered--using custom content. From identifying sources for content, through production and delivery, he will explain some of the ways that top financial firms have used custom content to engage and delight their prospects, customers and sales force. Find this and other presentations at http://www.customcontentcouncil.com/events/2013-content-strategy-exchange
Citation preview
Content Strategy Exchange July 17,
2013New York, NY
Rebalancing your marketing
portfolio with custom content
Bob Namar – Featured speaker
Bob Namar
• Content creation
• Editorial services
• Internet marketing
• Marketing communications
• Social media
Financial Services
Other content developmentAdv/PR/Marketing
Agencies Other clients
Bozell
Poppe.com
Peppercom
Feury Image Group
Financial Executives
International
eFinancial
Careers.com
WorkHardDressRight.
com
Southlake Restoration
CONTE
NT
PROSPECT
S
CUSTOME
RS
SALES
FORCE
Rebalancing the marketing portfolio
with custom content
3 examples in
the world of
finance
1. Fighting the Bull
1. Fighting the Bull
1. Fighting the Bull
1. Fighting the Bull
1. Fighting the Bull
ML ADVISOR Magazine
ML ADVISOR Magazine
ML ADVISOR Magazine
ML ADVISOR Magazine
ML ADVISOR Magazine
2. UBS - Taking a New View
2. UBS - Taking a New View
FA
Weekly
2. UBS - Taking a New View
FA
Weekly• 60 pages (or
more)
• 500 words/page
• 4 times a month
2. UBS - Taking a New View
FA
Weekly• 60 pages (or
more)
• 500 words/page
• 4 times a month 120,000+
words/month
2. UBS - Taking a New View
FA Weekly -
revised
2. UBS - Taking a New View
Print or email, at FA option
FA Weekly -
revised
2. UBS - Taking a New View
4 pages: Market news
New and
Important
UBS Viewpoints
CompliancePrint or email, at FA option
FA Weekly -
revised
2. UBS - Taking a New View
4 pages: Market news
New and
Important
UBS Viewpoints
CompliancePrint or email, at FA option
FA Weekly -
revised
2,000
words
2.1 UBS - Taking a New View
2. UBS - Taking a New View
2. UBS - Taking a New View
2. UBS - Taking a New View
2. UBS - Taking a New View
3
0
Following ThemesSimplifying the message
Client
Theme
Protecting
Wealth
A framework to position investment and cash
management offerings
Retirement Income
& Lifestyle
Focus on retirement income as a springboard for
investing and lifestyle planning
Caring for
Others
Position services and
strategies to address
more complex needsTie-ins with
key
initiatives &
products
• Tax management
• Banking and liability management
• Insurance and annuities
• Asset allocation/IS tool set
• Concentrated stock strategies initiative
• Structured products, AI, IS
• Retirement Income Planning tool/launch
• Investing to sustain retirement income
• Annuities & insurance
• Mortgage re--launch
• Banking products
• FGA Launch
• Profiles of Giving
• Donor-advised funds
• Year-end planning
• Wealth transfer
• Tax management
Owner
Players
IS/TP
IS, TP, WMR, Banking
Wealth Planning
WP, IS, WMR
Wealth Planning
WP, WMR, TPP&S
InitiativesCard re-
engagement
Retire.
Season
IS Toolset Ret. Income
launch
FGA-G2 Mortgage
re-launch
- Profiles of
Giving Pilot
- Trust ready
Donor-
advised
FundsIn Focus Financial
Planning
Taxes Asset
Allocation
Structured
Products
Strategic
Financing
Retire.
Lifestyle
overview
Tools/
manage
cash flow
IS/ Liability
Driven Inv
Mortgage
re-launch
Annuities Giving &
wealth
transfer
Planning &
trusts
P&S
FeaturesRetire.
season
FGA –G2 Year-end
planningNat’l Sales
FocusRetire. Life
Events
Wealth
Transfer
Referral TBD TBD TBD TBD TBD TBD TBD TBD
FA
Mo
nth
ly
Feb. March April May June July August Sept. Oct. Nov. Dec. – Feb
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
3. Morgan Stanley – Sources of
Strength
http://www.youtube.com/watch?v=Nf6r421BENI&feature=yout
u.be
Need to Know
Gatekeepin
g
Obstruction
s
Suggestion
s
Repeatable
Actionab
le
No
Hype
Less
Rhetoric
Real Stories
Rebalancing your marketing portfolio
with custom content
Content Strategy Exchange July 17, 2013
@Namar Bob NamarContent & Editorial
Consultant
