The best financial advisors have always kept their clients engaged with content marketing — from publishing newsletters to leading seminars. But more interactive, social media such as LinkedIn, Twitter, Facebook and publishing-oriented websites are driving new levels of competitiveness.
This webinar discussed a 5-point content marketing plan for minimizing social risk and maximizing client value at each relationship stage — from new client acquisition to client retention and growth. 2013 competitive threats such as the looming hedge fund content war likely to be unleashed by the JOBS Act will be explored for advisor marketing opportunities.
About Justin
Justin Breitfelder is a business content marketing strategist for financial and technology firms, from the Global 500 to boutique firms. Serving as an outsourced marketing director, he manages media and content on key business issues to position brands for more client interaction and long-term growth.
Edelman & LinkedIn: How Thought Leadership Impacts B2B Demand GenerationEdelman
Edelman and LinkedIn have collaborated on a new research study of more than 1,300 business decision makers and C-suite executives that explores how thought leadership influences their own behaviors throughout the B2B purchase process.
Learn more here: http://www.edelman.com/b2b-thought-leadership
A new paper from Cegos created with our Partners in Australia TP3 to update our thinking around blended learning and offer some best practices from our joint experiences.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Are you ready to add content strategy to your resume? We'll gain some practical, hands-on experience together. Let's put a few sample organizations through the paces of "typical" process in a website redesign engagement. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then we’ll discuss how you can use this foundation to conduct a content audit, and work together to do it. Finally, we’ll ask “so what?” We’ll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You’ll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.
Presented at IA Konferenz 2012, Essen Germany; #IAK12, May 10, 2012.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Edelman & LinkedIn: How Thought Leadership Impacts B2B Demand GenerationEdelman
Edelman and LinkedIn have collaborated on a new research study of more than 1,300 business decision makers and C-suite executives that explores how thought leadership influences their own behaviors throughout the B2B purchase process.
Learn more here: http://www.edelman.com/b2b-thought-leadership
A new paper from Cegos created with our Partners in Australia TP3 to update our thinking around blended learning and offer some best practices from our joint experiences.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Are you ready to add content strategy to your resume? We'll gain some practical, hands-on experience together. Let's put a few sample organizations through the paces of "typical" process in a website redesign engagement. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then we’ll discuss how you can use this foundation to conduct a content audit, and work together to do it. Finally, we’ll ask “so what?” We’ll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You’ll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.
Presented at IA Konferenz 2012, Essen Germany; #IAK12, May 10, 2012.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Taking Instructional Design To Infinity & Beyond!Arturo Pelayo
This slide deck is an easy-to-absorb way for you to begin the journey of enhancing the educational offerings for the learners within your organization.
An infinite loop provides a good analogy of how we can visualize the balancing act of doing what is best for the organization or what is best for the learner.
This friction is important to highlight.
The slide deck -when used as a filter for a learning product- can enable structural organizational improvements and realize efficiencies across the board.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
[Webinar] Delivering the Right Content to the Right Customer at the Right TimeKapost
In this "fireside chat" webinar, Kapost CEO Toby Murdock and SiriusDecisions Research Director in the Content Strategy and Operations service at SiriusDecisions Christine Polewarczyk team up to talk everything content operations – from marketing's greatest challenges to the actual execution of a successful strategy.
They discuss:
- What delivering the right content to the right person at the right time actually means and why you should care
- What a successful content operation looks like in action
- Common blockers and gaps that prevent organizations from building a successful content operation
- Key strategies for building a content operation within your own organization
YOUR HOSTS
Christine Polewarczyk is a Research Director in the Content Strategy and Operations service at SiriusDecisions. She uses her nearly 20 years of experience in B2B marketing roles across a range of in-house, agency and consulting roles to help SiriusDecisions clients transform their B2B content ecosystems from into high-performing engines. Her areas of expertise include digital marketing, content strategy, content marketing, localization, SEO, lead generation, and content technology.
Toby Murdock is the co-founder and CEO of Kapost, managing the strategy and messaging of Kapost. Toby co-founded Kapost in late 2009, after co-founding and successfully selling Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby has also worked at Ruckus and AOL. Toby lives in Boulder, CO with his wife and three daughters.
Defining the content strategy is the easy part. But how are you actually going to make it work? Not just today, but tomorrow, and next year, and the year after that? How can you continually evolve and mature your internal content practices, create rock-star content teams, and produce better content faster? Sound magical? Nope, it’s just good content governance.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Live Webinar: Creating a Winning Content Strategy for Sponsored UpdatesLinkedIn
One of the great things about LinkedIn Sponsored Updates is that there’s always fresh data on what’s resonating with audiences and what’s not. Whether you’re new to Sponsored Updates or just looking for a quick refresher, you’ll come away from this session with the very latest insights—plus strategies you can put into practice right away.
Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Updates that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.
See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
There are many definitions for content strategy, and all of them help shed light on what is a critical and important discipline within the greater field of user experience design, often abbreviated as UX. Here are a few definitions for content strategy.
2010 Trends in Digital Advertising (for Miami Ad School)Marci Ikeler
This is my Industry Hero presentation that I gave to Miami Ad School on 2/1/2010. It describes what I think are the major trends in successful digital marketing for 2010. It's part of a larger presentation that I'm still polishing. Please send your feedback!
A video of my presentation (about 1/2 hour long in total) can be found here:
http://vimeo.com/9296055
http://vimeo.com/9296127
http://vimeo.com/9296429
http://vimeo.com/9297001
Note: it's broken into four parts for easy viewing.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.
Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
Case Study about Philips on LinkedIn: Establishing industry renowned healthcare and lighting communities
Visit marketing.linkedin.com for more success stories.
Case Study about Reconverse on LinkedIn: Raising awareness for a new business with Company Pages
Visit marketing.linkedin.com for more success stories.
Empowering Employees as Social Media Brand AmbassadorsRacepoint Global
View slides from DIG SVP of Strategy Kevin Green and IBM's MarketingProfs B2B Forum Oct. 4, 2012 session on empowering employees as social media brand ambassadors.
Taking Instructional Design To Infinity & Beyond!Arturo Pelayo
This slide deck is an easy-to-absorb way for you to begin the journey of enhancing the educational offerings for the learners within your organization.
An infinite loop provides a good analogy of how we can visualize the balancing act of doing what is best for the organization or what is best for the learner.
This friction is important to highlight.
The slide deck -when used as a filter for a learning product- can enable structural organizational improvements and realize efficiencies across the board.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
[Webinar] Delivering the Right Content to the Right Customer at the Right TimeKapost
In this "fireside chat" webinar, Kapost CEO Toby Murdock and SiriusDecisions Research Director in the Content Strategy and Operations service at SiriusDecisions Christine Polewarczyk team up to talk everything content operations – from marketing's greatest challenges to the actual execution of a successful strategy.
They discuss:
- What delivering the right content to the right person at the right time actually means and why you should care
- What a successful content operation looks like in action
- Common blockers and gaps that prevent organizations from building a successful content operation
- Key strategies for building a content operation within your own organization
YOUR HOSTS
Christine Polewarczyk is a Research Director in the Content Strategy and Operations service at SiriusDecisions. She uses her nearly 20 years of experience in B2B marketing roles across a range of in-house, agency and consulting roles to help SiriusDecisions clients transform their B2B content ecosystems from into high-performing engines. Her areas of expertise include digital marketing, content strategy, content marketing, localization, SEO, lead generation, and content technology.
Toby Murdock is the co-founder and CEO of Kapost, managing the strategy and messaging of Kapost. Toby co-founded Kapost in late 2009, after co-founding and successfully selling Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby has also worked at Ruckus and AOL. Toby lives in Boulder, CO with his wife and three daughters.
Defining the content strategy is the easy part. But how are you actually going to make it work? Not just today, but tomorrow, and next year, and the year after that? How can you continually evolve and mature your internal content practices, create rock-star content teams, and produce better content faster? Sound magical? Nope, it’s just good content governance.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Live Webinar: Creating a Winning Content Strategy for Sponsored UpdatesLinkedIn
One of the great things about LinkedIn Sponsored Updates is that there’s always fresh data on what’s resonating with audiences and what’s not. Whether you’re new to Sponsored Updates or just looking for a quick refresher, you’ll come away from this session with the very latest insights—plus strategies you can put into practice right away.
Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Updates that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign.
See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
There are many definitions for content strategy, and all of them help shed light on what is a critical and important discipline within the greater field of user experience design, often abbreviated as UX. Here are a few definitions for content strategy.
2010 Trends in Digital Advertising (for Miami Ad School)Marci Ikeler
This is my Industry Hero presentation that I gave to Miami Ad School on 2/1/2010. It describes what I think are the major trends in successful digital marketing for 2010. It's part of a larger presentation that I'm still polishing. Please send your feedback!
A video of my presentation (about 1/2 hour long in total) can be found here:
http://vimeo.com/9296055
http://vimeo.com/9296127
http://vimeo.com/9296429
http://vimeo.com/9297001
Note: it's broken into four parts for easy viewing.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.
Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
Case Study about Philips on LinkedIn: Establishing industry renowned healthcare and lighting communities
Visit marketing.linkedin.com for more success stories.
Case Study about Reconverse on LinkedIn: Raising awareness for a new business with Company Pages
Visit marketing.linkedin.com for more success stories.
Empowering Employees as Social Media Brand AmbassadorsRacepoint Global
View slides from DIG SVP of Strategy Kevin Green and IBM's MarketingProfs B2B Forum Oct. 4, 2012 session on empowering employees as social media brand ambassadors.
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
This book offers readers a quick overview of how social media has changed the business
landscape, the workplace, consumers and society as a whole. It outlines your role as the
executive, offering best practices and tips on how to lead effectively in the digital age.
Meera Bhatia, Head of Product Management for LinkedIn Marketing Solutions gives an exclusive view into the latest and greatest LinkedIn tools for marketers that enable you to leverage social networks to better influence IT Decision Makers.
This is a presentation that I gave at a Digital Marketing conference in Nov 2010 while a consultant for Doremus (part of Omnicom Group). It has been almost two years and a lot of points are still applicable, and the industry still has a long way to go...
Digital Influence Group (DIG) is a full-service interactive agency focused on helping clients take advantage of the social shift in marketing to build deeper relationships with their key constituencies. We have developed a unique methodology for identifying, educating and influencing the blogosphere, reputation aggregators, e-communities and social networks. Using social media to cultivate rich online experiences that drive stronger emotional connection and deeper engagement, we constantly measure and optimize all that we do.
Digital Influence Group is a part of W2 Group, Inc., a next-generation marketing services company founded by Larry Weber in 2004.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
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Content Marketing Strategy for 2013: Social Risk & Client Value
1. Content Marketing
Strategy for 2013
Social Risk & Client Value
#2013CM
2. Justin Breitfelder – @jbreitfelder
§ Business content marketing strategist
§ Firms from Global 500 to investment
boutiques – BMO & IBM SPSS to
Motorola & 20th Century Fox
§ Outsourced marketing director
§ 17+ years of success/failure stories
#2013CM
3. Social Advisors Growing 3x Faster (2010)
Source: December 2010 Aite Group-Pershing report “Creating Growth: The
Increasing Use of Social Media by Independent Advisors” via @RIABiz
#2013CM
4. Social Advisors Growing 3x Faster (2010)
…But They’re Big
Marketers in General
Social media driving shift
to more interactive marketing
“It gives advisors dialogue
with their clients”
Takeaway: “Get more
aggressive about
marketing in general”
…or face growing “social
risk” when competing with
social advisors
Source: Creating Growth: The Increasing Use of Social Media by Independent
Advisors, Aite Group-Pershing report, December 2010 via @RIABiz
#2013CM
5. Social Risk Rising for Many Advisors (2011)
Competitive differentiation
issue likely due to incorrect use
Advisors must become
better marketers before they
can optimize social media
“Advisors really need to be
creating their own content;
it has to be authentic”
Source: Financial Advisors’ Use of Social Media 2011: The Bloom Is Off the
Rose, Aite Group report, December 2011
#2013CM
6. Social Asset Managers Almost Doubled
§ Most managers now use social media
§ Sharing valuable content and facilitating
two-way advisor conversations
§ Grew from 48% in 2010 to 86% in 2012
Source: Kasina, Getting Results from Social Media: Leaders and Best
Practices, May 2012
#2013CM
7. Social Asset Managers Almost Doubled
§ Most managers now use social media
§ Sharing valuable content and facilitating
two-way advisor conversations
§ Grew from 48% in 2010 to 86% in 2012
Source: Kasina, Getting Results from Social Media: Leaders and Best
Practices, May 2012
#2013CM
9. But Top Firms Are Social Strategically
2013
Classic Content
Marketing Activities
(1996)
#2013CM
10. Content Marketing
The distribution of educational content across
key media to attract and retain customers
Source: Wikipedia
Less social risk
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 10
11. 5-Point Content Marketing Strategy
1. Client growth & retention: Engage more clients across
key media w/timely, competitive educational content
5. Social risk management:
Monitor client relationships for
competitiveness & manage
operations for strategic compliance
2. Brand awareness: Own unique brand position w/big idea and content on
• Awareness
• Prospecting
• Proposal
key business issues in an interactive design
3. Educational prospecting: Engage more prospective clients & generate
leads with investor education program
4. Research-based proposals: Convert more prospects with research-
based sales content
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 11
12. 1 – Client Growth & Retention
Engage more clients across key media w/timely,
competitive investor education program
§ Key content: Research email
alerts, social network posts,
research publications,
educational web content, video,
webinars, seminars
§ Metrics: From client
engagement stats (clickthroughs,
unique pageviews, time viewed),
net promoter scores and
Source: Five Predictive Imperatives for Maximizing qualitative client feedback to
Customer Value, IBM 2010
revenue growth, client
profitability and retention rates
Via Amabasador Referral Marketing Software infographic,
#2013CM Understanding the Net Promoter Score
12
13. Client Education Content Continuum
More Client Time Less Client Time
Social
Webinars White Market Email
Seminars Newsletters Posts &
& Video Papers Updates Alerts
Pages
Face-to-Face More informal Long-form Views on timely Weekly (blogs), Alerts keep Social networks
meetings & events briefings on firm positions on investing topics, monthly, clients current can enable real-
are often the best positions – live & asset classes & published on a quarterly & on firm thought time updates on
way to share ideas & on demand other key more regular annual updates leadership & help investing ideas –
performance investing topics basis on the market save email from from live events
and key asset becoming anti- or for virtual
classes social elevator pitching
F2F Publishing-Focused Websites Social Alerts
Source: Breitfelder GSP
#2013CM
14. Case Study: Fixed Income Broker-Dealer
§ Opportunity
§ 2009 municipal bond market uncertainty
§ Better client engagement and ongoing education needed
§ Video + email marketing can improve clickthroughs by 3X
§ Solution
§ Broadcast quality online video series & special on focused budget
§ 12-minute mini doc features firm thought leaders on how they
consistently produce solid returns
§ Results
§ Client engagement/CTRs more than 6X financial sector average
§ Catalyst to launch newsletter video briefing series, webinars
#2013CM
15. 2013 Alternatives Client Education Opportunity
§ Almost half of Half of advisers no
advisors use longer think 60/40 mix
alternatives (48.3%) is best asset allocation
(Natixis survey)
§ But still only $550B
out of $13.5T
§ And only 29% of
advisors have high
understanding
— New Advertising Rules for Hedge Funds
Could Benefit Asset Managers, Kasina Blog,
November 6, 2012
#2013CM
17. 2 – Brand Awareness
Own unique brand position w/big idea & content
on key business issues in an interactive design
§ Key content: Search engine
results pages, social network
posts/ads, landing page web
content
§ Metrics: From key business
issue Google positions, pageviews
and ad clickthroughs by client
persona to cost savings
• Awareness
• Prospecting
• Proposal
Social Risk: Buying process up to 70% complete by the time sales is contacted
(Sirius Decisions)
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 17
18. Client Acquisition – LinkedIn vs. Facebook
Source: Hubspot, The 2011 State of Inbound Marketing
#2013CM
19. 3 – Educational Prospecting
Engage more prospective clients & generate leads
w/investor education program
§ Key content: Research email
alerts, social network posts,
research publications, webinars,
seminars, landing page call to
actions
§ Metrics: From content
engagement stats (clickthroughs,
pageviews, time watched) to lead
quantity, lead qualification rate &
best lead generation channels
• Awareness
• Prospecting
• Proposal
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 19
20. Prospect Education Content Continuum
More Prospect Time Less Prospect Time
Social
Webinars White Market Email
Seminars Newsletters Posts &
& Video Papers Updates Alerts
Pages
Face-to-Face More informal Long-form Views on timely Weekly (blogs), Alerts keep Social networks
meetings & events briefings on firm positions on investing topics, monthly, clients current can enable real-
are often the best positions – live & asset classes & published on a quarterly & on firm thought time updates on
way to share ideas & on demand other key more regular annual updates leadership & help investing ideas –
performance investing topics basis on the market save email from from live events
and key asset becoming anti- or for virtual
classes social elevator pitching
F2F Publishing-Focused Websites Social Alerts
Lead Generation
Source: Breitfelder GSP
#2013CM
21. Map & Optimize Leads to Revenue
Source: Salesforce.com Sales Process Map
#2013CM
22. Generate & Capture More Leads
Source: Salesforce.com Sales Process Map
#2013CM
23. Manage & Optimize Lead Workflow
Source: Salesforce.com Sales Process Map
#2013CM
24. 4 – Research-Based Proposals
Convert more prospects w/research-based sales
content
§ Key content: RFPs, proposals,
pitch presentations
§ Metrics: From close rate to
time-to-close
• Awareness
• Prospecting
• Proposal
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 24
25. Close More New Clients Faster
Source: Salesforce.com Sales Process Map
#2013CM
26. 5 – Social Risk Management
Monitor client relationships for competitiveness &
manage operations for strategic compliance
§ Market Risk: Monitor client
relationships for competitiveness
§ Big data: The frontier of a firm’s ability
to use all the data it needs to reduce risks
and create better customer experiences
(Forrester)
§ Operational Risk: Manage
operations for strategic
compliance
§ People & systems to manage content to
revenue in client lifecycle – from Web
content management to CRM
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 26
27. 2013 Priority: Big Data-Driven Marketing
§ zzz
Source: McKinsey, Minding Your Digital Business, 2012
#2013CM 27
28. Client Value Leads Big Data Usage
§ zzz
Source: McKinsey, Minding Your Digital Business, 2012
#2013CM 28
29. Finance Well Positioned for Big Data Gains
Big data: The next frontier for innovation,
#2013CM competition, and productivity, 2011 29
30. Herbalife Hedge Fund Content “Big Data” Battle
In epic Wall Street battle, hedge
fund manager turns to AdWords
§ Smart content strategy to support
Pershing Square short position
§ Targets customers via 2.7m monthly
“Herbalife” Google searches
§ Microsite w/PPTs, webcast, CNBC
§ 2013 may get very interesting
#2013CM
31. Content War Requires New Capabilities
§ Barings team tripled
§ Schroders added staff
§ BlackRock Investment
Institute (2011)
§ Ex-McKinsey dir. of knowledge
§ Morgan Stanley
investment journal (2011)
§ PIMCO eurozone
microsite (2012)
#2013CM 31
32. Marketing Maturity – Next Steps?
20% more likely to Most correlated w/
drive revenue growth lackluster revenue
& profitability growth & profitability
Best
Growth Marketing Senior Brand
Practice Service Providers
Champions Masters Counselors Builders
Advisors
§ Identify revenue § “Master” firm- § Help guide CEO § Maximize § Efficient § Provide
growth wide marketing on marketing marketing marketing marketing
contributions efforts strategy effectiveness service services to
by applying providers to other teams
§ Broader range of § Solid grasp of § Lead major
best practices build brands
staff capabilities traditional campaigns
to marketing
marketing activities § But negligible
§ Use standardized fundamentals § But rarely lead leadership role
tools & processes product innovation and decision
§ Authority & skills or new business
§ Proactive, not rights on strategy
to coordinate w/ development
reactive, guidance other major
§ Have severely limited
§ Perceived by other functions
decision rights
execs, C-suite as
§ But not as involved
growth agenda
w/strategic growth
contributors & agenda setting
leaders
§ Less likely to rely on
standardized
processes & tools
Source: Breitfelder GSP from Booz & Company, Growth Champions: How to drive the only marketing
metric that matters, strategy + business, Summer 2006
#2013CM 32