If you spend a lot of time on digital and financial marketing blogs like we do, you know a popular theme of articles are “hacks” or “shortcuts” to achieving success with your content marketing efforts. However, the truth of the matter is that there are plenty of time and cost saving techniques for the distribution of your content, but when it comes to creating the content itself, there’s no shortcut to achieving quality.
According to the graph below, allotting time and resources to creating higher quality content in a more efficient manner was the leading contributor to B2B content marketing success.
So if you’re going to spend your precious time and resources on creating quality content, we want to make sure that you’re focusing on the right kinds of content. After all, what works for any random B2B industry might not necessarily work for the finance industry.
Luckily, we’ve surveyed financial advisers about what types of content they prefer to see on both their desktop and on the go and they came back with some interesting results:
You don’t want to have to waste time creating content for both desktop and mobile, so we’re going to focus on the types of content that appeal most to IFAs on both platforms. Here are some tips to make your content creation process more efficient while not sacrificing quality.
Like most things in both life and business, it’s best to stop and think about what you’re getting into before charging headfirst into the abyss.
As a jumping off point, lay out the who, what, where, when, why of your video strategy: Who is this video for? What is this video addressing? Where will this video live? Why would my audience want to watch this video? Also, what kind of video will it be? Educational? Informative? Entertaining? All three?!
Providing answers to these questions will give your video marketing strategy the bones it needs to build from and eventually get the results you want.
From there you’re going to want to decide which parts of your business need the support of video content so you can begin segmenting and planning exactly what types of video you’ll need for each segment.
For instance, if you’re a financial advisor you may want a Product video series where you discuss the latest funds you’re promoting as well as educational thought leadership pieces and event videos. Deciding exactly what you want out of your videos and getting it all down on paper is practically half the battle.
After you have developed your plan, you have to execute it which takes a bit of technical know-how, but not so much that it’s overwhelming. If you want to maintain a high amount of quality without having to designate time to video and audio editing, you may want to consider outsourcing video production. Otherwise, if you keep things simple, you can achieve high-quality videos on a shoe-string budget with a condenser microphone and a tripod for your iPhone. It really all depends on how you envision what your videos will look like.
For a more detailed guide detailing how you go from nothing to banking a video library, check out this helpful guide from VidYard: Get It Here
PDF Documents & Website Content
A popular choice among IFAs for both mobile and desktop, PDF documents are often the backbone of an asset manager’s marketing arsenal. PDF documents include White Papers, Ebooks, Guides and Reports, AKA information heavy, practically designed sales documents.
Content creation is rarely the problem with this type of content since you know your products or funds best and therefore can decide how to present them to clients and prospects. The real issue with this type of content, however, is deciding how to maximize the efficiency of your distribution.
PDF documents, especially when they are sent often, can quickly become just another task to complete rather than an opportunity for growth. Designing, scheduling and launching email campaigns to distribute this content can be a time consuming, complicated process just begging to be simplified.
Website content, AKA blog posts, case studies, and anything else that lives on your website, shares a lot of similar characteristics with PDF documents in that they are often purely informational and educational and can be distributed to your target audience via the same mediums.
Luckily there are several tools that can make distributing these types of content not only simple, but far more effective at reaching your awareness and inbound marketing goals than the standard manual approach.
Marketing automation takes a process like sending out weekly fund updates or white papers, and makes it so you set up the workflow once and then sit back and monitor the progress. You no longer have to worry about following up with engaged prospects since the followups in the workflows are dictated by how a user interacts with the initial email. For instance, if a prospect engages with a white paper you send them, this can trigger a timed follow-up email with a blog article pertaining to the topic of said white paper. This is the kind of lead nurturing you’ve always wanted to achieve, but often times due to a large email list, it can be far too time-consuming.
Pairing your marketing automation efforts with a content distribution system (CDS) will maximize the efficiency and efficacy of your content marketing strategy. Content distribution systems auto-fill pre-designed emails and dynamically sends them out to your contacts. All you have to do is link your CDS with a feed containing your content (website content, PDF docs, etc.) and it will pull your content straight from the source to deliver to your email list automatically. It also gives your recipients a choice in what they want to receive. For instance, if one of your prospects is interested in receiving your white papers but doesn’t have time for your blog posts, they can express these desires through a preference center and your CDS will know to only include white papers when communicating with that contact.
Developing and maintaining an effective content marketing strategy isn’t easy, but if you focus on the right kinds of content and utilize the tools available to you, your content can easily be the most powerful marketing tool at your disposal.
For more helpful tips on developing an effective content marketing strategy, check out these articles: