Daniel Martin, Assoc Professor Management, PhD Cal State Bruce Cahan, JD, Stanford Civil and Environmental Engineeringhttp://www.huffingtonpost.com/project-compassion-stanford/banking-trust_b_3009491.html
Content Marketing has been around for years and years. One of the first practitioners of content marketing was Mr. John Deere in the 1800s. John Deere was the founder of the company that bears his name. They make tractors, and combines, and all kinds of farming equipment. And back in the 1800s, John Deere was the disruptive CEO of his time, introducing a new technology into farming. And that was steel plow blades. At the time, plow blades were made of iron and the mud would stick to those iron plow blades. So John Deere did something innovative with how he sold farming equipment – in this case, steel plow blades. He went out into the country and taught people how to be better farmers. He didn’t try to sell plows and he didn’t try to sell them farming equipment. Instead, he taught them how to plow and seed fields and everything else related to farming. A really interesting thing happened: As John Deere started to teach people how to be better farmers, they started to follow him to understand how they could buy his equipment and become better farmers using his new technology. It was so successful that as the company grew, John Deere kept this form of relationship-building as a core part of what they do. Key takeaway: Mr. John Deere exemplifies our definition of content marketing. Content Marketing is using content to forge a long-term relationship with the customer, geared toward becoming a trusted advisor.Even to this day, John Deere publishes a print magazine called “The Furrow.” The earliest one I could find was from 1931 online, but they published from 1875 onward. So for over a hundred years, John Deere has been producing content that helps farmers be better farmers. It doesn’t mention farming equipment or John Deere or how they sell stuff or the features and benefits of John Deere equipment. The Furrow only teaches farmers how to be better at what they do. To this day, it is the #1 farming magazine out there. It has 1.5million subscribers and is translated into 14 languages. It is a big reason why John Deere is such a beloved brand and has high Net Promoter Scores. Key takeaway: For over a hundred years, John Deere has been publishing content that helps farmers be better farmers.
MARKETING SOLUTIONSSEC & FINRA Social Media ComplianceRequirements•Only put out content that is fair and balanced.•Don’t provide financial advice without understanding client’s financial situation(Suitability).•Don’t include client testimonials in advertisements.Supervision(NASD 2210, NASD 3010, Notices 10-06 & 11-39)•Set and document a policy.•Train employees on policy.•Follow up on red flags when employees break policy.Policy & Training(Notices 10-06, 11-39;Advisers Act Rule 206(4)-7)•Implement a supervision system “reasonably designed” to achieve compliance.•Supervise employee communications.•Principals must pre-approve static content (profiles, background or wall information)and communications that may be considered public appearances.• Monitor online/interactive content and messagingContent(NASD 2210, NASD 2310,Advisers Act Rule 206(4)-7)•Capture and retain all postings on social media for 3 years from the date of lastpost, first 2 in accessible place.•Retrieve data quickly upon discovery request.Record Keeping(NASD 3110 (a) and NASD Rule 2210(b), SEC 17a-3 & a-4, NASD Rule 2210(b)Notices 10-06, 11-39)30