Taming the Content Beast

Today’s customers make it 90% of the way through the purchase journey before reaching out*.

In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it. 

In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.

*Forrester: Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey

 

Featured Speakers

Caspian Woods
Caspian Woods
Consultant Content Strategist,
Editions Financial

John Bolton
John Bolton
Head of Thought Leadership,
State Street

Chris Marais
Chris Marais
Digital Marketing,
Nationwide

Courtney Fischbach
Courtney Fischbach
VP, Social Media,
Legg Mason