In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it. In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.

1. Taming the Financial
Content Beast
Putting content in the context of the
customer journey

2. Content and Customer Journey?

3. Company Internal3
State Street 2016 Asset Owners Campaign
Objectives and Content Assets
Enhanced Research Deck
Assets for Client-facing Teams
Available in February
Research Study
Client Letter
and Email
New! Special Reports on
Risk and Governance
Sales FAQs
Executive Library
with 17 Contributors Q&As
Dedicated Campaign Page
with Data Visualization Tool
http://statestreet.com/pensionswithpurpose
7 Country Decks
UK, Germany, Nordics,
US, Canada, Australia, Japan
Create a minimum of 20 live interactions with top clients and prospects in key markets in the first 6 months of 2016
Claim State Street’s thought leadership and maximize visibility of our content in the core markets
Create awareness, primarily among client-facing teams, around the challenges and opportunities in this sector

4. Content Marketing

5. Content Marketing
Focus
Identify and exploit content opportunities and drive quality
and processes
1. Understand and define our audience, content framework and metrics.
2. Utilise a wide range of inputs from within and outside the business,
including SEO insights to create high quality content and reach
solutions.
3. Optimise content production process and drive quality in device-led
journeys. Drive quality in agency and supplier relationships and grow
the team to bring expertise in house.Key Objectives
1. Increase visibility of Nationwide content, products and services – Increase Share of Voice
across non-branded SEO keywords for product. Visibility in organic search results, traffic
(organic & referral), social and paid reach, number and quality of backlinks
2. Deliver High Engagement through content for prospects and customers - Bounce Rate,
Average Time on page, Average Time on site, Unique page views, Completed Video views
3. Increase non-customer spontaneous brand awareness - Awareness, sentiment, social
likes and shares, potential impressions (metric which estimates the number of potential
impressions based on the number of engagements [social shares & comments] on all
coverage of the source content)

6. Content Marketing
Strategy
Operational
Framework
to govern
Content
activity
from
business
need to
delivery
and then to
measureme
nt

7. Content Marketing
Strategy
 Earned Media Content Framework uses the following 7 Pillars:
Support &
“How to”
Citizenship Campaigns
Guides & Life
stage Help
Thought
leadership
PR
• Buying your first home
• Going abroad
• Starting work
• Products & services.
• Big Local Vote – charity
to get £5k
• Training at schools
• Name our woodland
• Red Nose Day
• Big movie money video
• Fraud education - phone
scams
• Customer Service
• Ways to bank with us
• “Did you know” knowledge
share – travel advice,
emergency help.
• #Its people
• “Trust” campaign
(align to Marketing
Annual Plan)
• Products & services
• Press releases & news
coverage
• Latest FCA complaints
data and how NBS
compares
• Nationwide Now –
more access to
mortgage consultants
via video
• The impact of the
#Budget changes
• New pension changes
• House Price Index &
Regional Index
• Consumer Confidence
Index
People &
Careers
• Meet the team
(Twitter/YouTube)
• People moves/
appointments
• Careers & opportunities
• Apprentice
programmes
• Employee blog

8. Content Marketing
Maturity Model

9. For internal use only. Not for distribution to the public.
• Financial Advisors
• Institutional Investors
• Centers of Influence
• Thought Leaders
• Financial Media, Journalists
• Financial Advisors
• Individual Investors
• Financial Advisors
• Centers of Influence
• Thought Leaders
• Existing & potential investors
• Employees & Candidates
• Financial Advisors
• Existing & potential investors
• UHNW Millennials & Women
• UHNW Millennials & Women
• Financial Advisors
• Centers of Influence
• Employee Candidates
LEGG MASON
CURRENT SOCIAL FOOTPRINT
• Offer LinkedIn’s 323K FAs industry
and market-related content to stay
up-to-date on their interests
• Provide members of the press with
industry and market-related
content to amplify their own social
media impact
• Highlight expert viewpoints and
practice-management how-tos
• Address key investing challenges
• Offer public touchpoint for CEO
• Showcase philanthropic endeavors
• Share company and individual
accomplishments
• Offer market-focused content
• Illustrate who we are & what we do
• Offer an inside look at the culture
• Build individuals & affiliates
• Engage with dynamic visuals
Goal Audience
• Affiliate and industry insights
• Premier conferences and events
• Infographics, videos
• HR Content: #LifeAtLeggMason
• Philanthropy
• Affiliate and industry insights
• Press releases
• Premier conferences and events
• PR/media appearances and events
• HR Content: #LifeAtLeggMason
• Affiliate and investment insights
• Business building
• Investor education
• About Legg Mason
• CEO quarterly reports
• Affiliate and industry insights
• Infographics, awards
• Environmental/Sustainability efforts
• Community/Volunteerism
• HR Content: #LifeAtLeggMason
• Infographics, awards
• PR/media appearances and events
• HR Content: #LifeAtLeggMason
• Holiday, Volunteerism
Content

10. For internal use only. Not for distribution to the public.
LEGG MASON
SOCIAL MEDIA STRATEGY
Audience Tactics Best Practices
FAs, institutional investors,
centers of influence
Organic and sponsored
content. 5/week.
Engaging rich media, infographics, user-focused
questions, clear CTA, link to site, snackable-
sized content, test and learn
Financial press/media and
journalists
Organic and promoted
content. 30-50/week.
Snappy headlines, captivating images, timely,
clear CTA, link to site, snackable, shareable, test
and learn
Financial Advisors, investors,
potentials
Post videos around P.M.
interviews, investor
education, the firm. 2-
4/month.
Utilize as a search engine, drive traffic to from
social media posts. 30 second to 3 minute
videos.
Employees, candidates, FAs,
UHNW millennials, women
Corporate citizenship,
#LifeAtLeggMason,
awards, thought
leadership. 4/week.
Variety, timely content, people-filled images,
hashtags, a clear CTA, and link, respond to
comments
UHNW millennials and women,
employee candidates
Inside look at culture,
values, & events;
infographics. 2/week.
Interesting images (people/objectives),
hashtags, infographics, user-focused copy,
respond to comments

11. For internal use only. Not for distribution to the public.
Specific Goals
LEGG MASON
HOW WE MEASURE SUCCESS
KPIs
Increase engagement rate
10% per platform average
Specific Goals
Increase followership 15%
per each platform
Increase social CTR to
website by 10%
Create content manual,
execute best practice
training + how to write per
platform
Align to website
engagement goals of 10%
Expand global presence by
targeting messages by
geography and promoting
international events
Perform test-&-learns
on SalesNavigator &
Hearsay Social
Increase utility of Promoted
Tweet and Facebook
campaigns, and new social
functionalities
Communicate directly with
Facebook and Instagram
followers
Continuously test
resources, targets, and
social products with
every paid campaign
Ensure 95% of content
has a link to the site
Embed a live Twitter feed
onto the homepage
KPIs
Increase Engagement
Increase our social
content’s clicks, retweets,
favorites, likes, shares,
video views, and
comments
Expand Reach
Grow followership on
LinkedIn, Twitter,
YouTube, Facebook, and
Instagram
Generate More Clicks
Increase clicks to websites
through social media
Deepen Interactions
Continuously identify and
test best practices-through
intelligent testing
Drive Conversion
Contribute to website
engagement

12. Discussion
Points?How do we focus on different audiences or personas?
Can we map our customer journeys?
Channel choice: where should we focus our efforts?
Content formats: short v long form, new approaches?
Frequency: cadence and contact strategies
Measurement and RoI
Culture and compliance

13. Taming the Financial
Content Beast
Putting content in the context of the
customer journey