#cmworld twitter chat with mitch joel on financial content marketing

#CMWorldFINANCIALCONTENT MARKETINGTWITTER CHATFeaturing Twist Image’s Mitch Joel @MitchJoeland Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

http://twitter.com/MitchJoel

https://twitter.com/joepulizzi

http://contentmarketingworld.com


Financial Content Marketing #CMWorld • Twitter Chat

Q1: Let’s get started! What unique content marketing challenges do you think

the financial industry has? #CMWorld




They are regulated. They have hard time due to the recession and more.

It’s a complex sale. #cmworld

@mitchjoel

A1: Lack of consumer faith/trust. #CMWorld

@RickLiebling

Talked to a Sr. Financial Marketer recently...said #financial much more regulated

than healthcare #cmworld

@JoePulizzi

A1 the legal and compliance components can be uniquely onerous in financial

services, especially when social media is involved #CMworld

@SFerika


https://twitter.com/mitchjoel

http://twitter.com/RickLiebling

http://twitter.com/joepulizzi

http://twitter.com/SFerika



Q2: Which financial institutions are using content marketing well? How?

What is working? #CMWorld



Search & Social #CMWorld • Twitter Chat

@mitchjoel TD Ameritrade’s ThinkMoney magazine one of the best corporate

magazine’s out there...period. #cmworld

@JoePulizzi

A2 I am a fan of the #iShares blog and social media presences

http://t.co/NFlzDtmYuL they’re doing it right #CMworld

@SFerika

@joepulizzi Ohh, I really like AMEXopenForum and they do really well in

other aspects of using Social #CMWorld

@lttlewys

A2: Thrivent is good. And I like what Seeking Alpha is doing. #cmworld

@SusynEliseDuris




http://twitter.com/lttlewys

http://twitter.com/SusynEliseDuris



Q3: How do you bridge the gap between a traditionally conservative

industry and innovativecontent marketing? #CMWorld




@CMIContent A3. It isn’t about conservative industry. Gap is individuals

that want to control broadcast message vs help. #cmworld

@wittlake

A3: Education, not only the consumer but also the companies themselves,

train & encourage discussions. Take away the fear #CMWorld

@lttlewys

A3: Hire great storytellers. Financial services companies are notorious for

creating “me-too” content. #cmworld

@JoePulizzi

A3 I am not a fan of little tests and skunkworks in this instance. Hard to prove

and easy to shut down. Time to move :) #cmworld

@mitchjoel


http://twitter.com/wittlake






Q4: With regulations and privacy,how do you generate content fromclients, customers and employees?

#CMWorld




Q4: with caution and care. The heart of the matter is actually finding the heart

of the matter and not the PR spin. #cmworld

@mitchjoel

@CMIContent IMO regulation contributes, but it’s also a convenient screen.

Look at Fidelity, iShares or USAA. #CMWorld

@wittlake

People have pain points and questions about finances. Answering those can

help - as long it fits with rules/regs #cmworld

@rschneiderSO

@nenadsenic #CMWorld Bear in mind banks regulated differently in different

countries. Therefore content must be able to be tailored.

@heidicohen




http://twitter.com/rschneiderSO

http://twitter.com/heidicohen



Q5: What is your goal of financialcontent marketing? Sales/acquisition,

or reputation & trust? #CMWorld




@mitchjoel Correct...historically, #financial content has focused on loyalty/retention.

Now seeing more at top of funnel. #cmworld

@JoePulizzi

@CMIContent A5 Reputation & trust should be 1st priority. If you have that,

you’ll get sales & customers. #CMworld

@brassMedia

@CMIContent A5. Does anyone believe you CAN focus on sales/acq in

FI content without seeing education as key? #CMWorld

@wittlake

Not to disagree with @JoePulizzi, @wittlake but I think you can. If you know your

consumer and it’s upsell, new products. Maybe. #cmworld

@mitchjoel



http://twitter.com/brassmedia





Q6: One thing financial servicesdoesn’t lack is data. What are some

great ways data is used for#contentmarketing? #CMWorld




A6: FI has been historically great at data. And they continue to be.

Everything you see is/should be data driven. #cmworld

@mitchjoel

A6: My favourite, Infographics ;-) Case studies, white papers. Don’t think

financial services even use a 1/4 of their data, tho #CMWorld

@lttlewys

A6: Infographics, eBooks leveraging data, Expert Blogs, Research Reports,

Podcasts, etc. #cmworld

@JoePulizzi

@cmicontent In finance data in apps/simulators work well if personalized - loans

students, insurances parents, etc. #cmworld

@conversionation





http://twitter.com/conversionation



Q7: In content marketing,we often focus on digital,

but do you think print can beparticularly effective in

financial services? #CMWorld




A7: It’s not digital only. All marketing requires a proper mix based on strategy that

can be optimized. Period. #cmworld

@mitchjoel

@CMIContent People still often get print statements, reports, etc. That’s an opportunity

to include additional content. #cmworld

@rschneiderSO

A7: We use digital because of the overwhelming benefits, like trackability and reach

over print. Not because print doesnt work #CMworld

@ThatsNickQ

@cmicontent Q7: print effective anywhere, not about the media/channels,

about how you connect the dots right #cmworld

@conversionation



http://twitter.com/rschneiderSO

http://twitter.com/ThatsNickQ

http://twitter.com/conversionation



Q8: Do traditional social platforms(Facebook, Twitter, etc) work to

distribute content for thefinancial industry? #CMWorld




A8: Social Doesn’t work well when robotic which is what I see most w/Banks

in SoMe - Need to learn to converse #cmworld

@ardath421

A8 social works for distributing short financial content + driving folks to online tools

& for social motivation (savings goals) #CMworld

@SFerika

@CMIContent Holy heck, YES. Facebook & Twitter are the most used

#socialmedia platforms for FIs. #cmworld

@brassMedia

A8: Where are your customers hanging out on the web? That’s where we need

to be. #cmworld

@JoePulizzi


http://twitter.com/ardath421





Q9: How can the financial industryuse mobile or podcasts for

content marketing efforts? #CMWorld




A9: I think the key is thinking about “consistent” content, not campaigns for

#financial #contentmarketing #cmworld

@JoePulizzi

A9 - I would suggest poll to see how many first, then try mobile site before going

mobile app. Seems mktrs want mobile app first. #cmworld

@SusynEliseDuris

A9: Mobile content for the financial industry should be more than optimizing for

mobile. Must be tailored, personal, relevant #CMWorld

@SamBrennand

#Education really undervalued as a part of financial #marketing. Huge opportunity

to gain customer trust thru education. #cmworld

@brassMedia



http://twitter.com/SusynEliseDuris

http://twitter.com/SamBrennand



Q10: Last question: How can financialinstitutions repurpose research and

published material for contentmarketing efforts? #CMWorld




A10: Think about how to tell stories in different ways UP FRONT...not repurposing

content after the fact. #cmworld

@JoePulizzi

A10: Turn it from 2D content into 3D content by embracing digital, social and

mobile for all that it can do : #cmworld

@mitchjoel

A10: I’m getting a whiff of #infographics #CMWorld

@SamBrennand

@CMIContent Like @littlewys said, MORE INFOGRAPHS! Repurpose research

into other types of content for customers to consume. #cmworld

@brassMedia




http://twitter.com/SamBrennand



Want to learn more?Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.Simply follow #cmworld on twitter to join the conversation.

• July 2: Content Strategy with Michael Brenner @brennermichael (Click here for the full transcript)

• July 9: Search and Social with Lee Odden @leeodden (Click here for the full transcript)

• July 16: Financial Content Marketing with Mitch Joel @mitchjoel

• July 23: Social Media Marketing with Joe Chernov @jchernov

• July 30: B2B Content Marketing with Ardath Albee @ardath421

• August 6: Small Business Content Marketing with Brian Clark @copyblogger

• August 13: Multi-Channel Marketing with Andrew Davis @tpldrew

• August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava

To read the full transcript of this chat, visit http://bit.ly/CMWchat_Joel

Learn more about content marketing for financial

institutions at theContent Marketing

World Financial Summit in Cleveland, Ohio on

September 12.CLICK HERE FOR MORE INFO!



http://twitter.com/MitchJoel

http://bit.ly/CMWchat_Brenner

http://twitter.com/leeodden

http://bit.ly/CMWchat_Odden

http://twitter.com/mitchjoel

http://twitter.com/jchernov

http://twitter.com/ardath421

http://twitter.com/copyblogger

http://twitter.com/tpldrew

http://twitter.com/rohitbhargava

http://contentmarketingworld.com/financial/financial-summit-home/.








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