Financial institutions will stand out and be counted
Posted: Sat Dec 28, 2024 5:33 am
“Many supermarkets stock loss-leaders, such as milk and eggs, to attract customers into the store. As businesses plan their content marketing for 2016, they could learn from this approach. Typically, thought leadership campaigns will only get budget if they can be shown to deliver a clear commercial benefit. But savvy audiences expect more than this. To engage people more effectively, companies in 2016 could dedicate some of their budget to producing broader thematic content that is closer to mainstream business journalism than traditional thought leadership. This ‘loss leader’ content would have less direct commercial value, but will bring a steady stream of new visitors to the site — many of whom will go on to read the targeted, business-specific material that will convert casual readers into defined sales leads.” – Piers Tomlinson, Senior Business Editor
Industry trends
Old school industries will get in with the new
“Consultants, professional services firms, and technology companies have been belize mobile phone numbers database exploiting evidence-based content marketing for many years. In 2016, we expect to see more traditional industries, from infrastructure companies, to oil and gas firms, increasingly expand their investments in this area. Within industries more used to a marketing diet of golf days, boozy networking lunches, and trade shows, not everyone will welcome this switch. But sustained budget pressures, and a need to show better results, will drive greater uptake of content-led marketing.” – James Watson, Co-Founder
Financial institutions will stand out and be counted
“Financial institutions vary widely in the degree to which they have adopted thought leadership. While we have seen some sophisticated first-movers clearly understand how evidence-based content can distinguish their offerings in very crowded markets, there is tremendous scope for some players in the industry to improve the impact of their content. They need to become more comfortable about sharing their knowledge, know-how and insight. This divergence in thought leadership quality will go a long way in separating the industry’s winners from its losers.” – Anthony O’Connor, Senior Editor
Industry trends
Old school industries will get in with the new
“Consultants, professional services firms, and technology companies have been belize mobile phone numbers database exploiting evidence-based content marketing for many years. In 2016, we expect to see more traditional industries, from infrastructure companies, to oil and gas firms, increasingly expand their investments in this area. Within industries more used to a marketing diet of golf days, boozy networking lunches, and trade shows, not everyone will welcome this switch. But sustained budget pressures, and a need to show better results, will drive greater uptake of content-led marketing.” – James Watson, Co-Founder
Financial institutions will stand out and be counted
“Financial institutions vary widely in the degree to which they have adopted thought leadership. While we have seen some sophisticated first-movers clearly understand how evidence-based content can distinguish their offerings in very crowded markets, there is tremendous scope for some players in the industry to improve the impact of their content. They need to become more comfortable about sharing their knowledge, know-how and insight. This divergence in thought leadership quality will go a long way in separating the industry’s winners from its losers.” – Anthony O’Connor, Senior Editor