Financial services firms began using content marketing long before the term was coined. Today’s CIOs and portfolio managers provide more timely thought leadership than ever, and marketers are increasingly investing in and amplifying this content to reach their audiences in new ways.
But even as firms allocate greater shares of their marketing budgets toward development and distribution of needs-based content, most continue to struggle with one basic question: “How do we translate our content marketing efforts into greater sales effectiveness?”
This webinar will begin with a look at current analysis of content marketing effectiveness. HNW will then share insights gained from work with leading asset and wealth management firms to provide practical steps that marketers can take to ensure that their content both supports their sales forces and develops their brands.
Attendees will learn how to:
- Extend the shelf life and ROI of content
- Identify the content that will best connect with critical client needs
- Ensure that sales buys into the content strategy and leverages materials in daily discussions
- Use processes, systems and tools to scale efforts and measure effectiveness