Use targeted content to compete in growth areas

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There will always be a place for large-scale thought leadership research that analyses the megatrends influencing the sector. However, expert insights that shed light on more immediate events are increasingly valuable.

Fidelity International is a go-to provider of such commentary, and its Markets and insights web pages are full of up-to-the-minute content and investment perspectives for all levels of investor.

Use targeted content to compete in growth areas

For global financial services firms it can be tempting to try to cover every issue costa-rica mobile phone numbers database across their business with separate pieces of dedicated content.

But content marketing resources (and audiences) are finite, and in most cases it isn’t possible to cover everything sufficiently well. At the content-planning stage, you should audit each new project. Ask: “How will this piece of content support our growth strategy for the next one or two years?”

Standard Life is a good example of a firm that has aligned its thought leadership with its business growth strategy. Its dedicated programme of thought leadership reports, webcasts and videos supports its diversification into asset management, and Standard Life is one of only a handful of European insurers to have turned this into a substantial business.
Many B2B marketers know very little about their customers’ needs, because they never ask them. Only around four in ten regularly talk to their customers about what they want.

Unless you understand how your customers prefer to consume content, you are likely to miss the mark or end up pursuing a one-size-fits-all approach.