#CMWorld Twitter Chat with Mitch Joel on Financial Content Marketing

#CMWorld
FINANCIAL
CONTENT MARKETING
TWITTER CHAT
Featuring Twist Image’s Mitch Joel @MitchJoel
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • 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

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

Q3: How do you bridge the gap between
a traditionally conservative
industry and innovative
content 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

Q4: With regulations and privacy,
how do you generate content from
clients, 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

Q5: What is your goal of financial
content 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

Q6: One thing financial services
doesn’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

Q7: In content marketing,
we often focus on digital,
but do you think print can be
particularly 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

Q8: Do traditional social platforms
(Facebook, Twitter, etc) work to
distribute content for the
financial 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

Q9: How can the financial industry
use 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

Q10: Last question: How can financial
institutions repurpose research and
published material for content
marketing 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

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 the
Content Marketing
World Financial Summit
in Cleveland, Ohio on
September 12.
CLICK HERE FOR MORE INFO!

#CMWorld Twitter Chat with Mitch Joel on Financial Content Marketing

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#CMWorld Twitter Chat with Mitch Joel on Financial Content Marketing