Many FS organizations appreciate that they need ‘hero’ campaigns to go with their ‘always-on’ hygiene content. However, there is little differentiation – many are branded simply ‘perspectives’ or ‘insights’. So, how do you ensure your content brand has sufficient cut-through to go with the not-insignificant investment in content?

For LinkedIn, a distinct value proposition for content lies at the intersection of three distinct forces: client need, your wider brand proposition and the competitive environment. We call this ‘the content sweet-spot’.

This session looks to some of the most recognizable FS brands in the market, sharing their secret sauce for creating stand-out content and their methodology for balancing the different content needs of their audiences within a proposition that sets them apart.