Connecting with potential clients by telling your story in an engaging way through content marketing is the way to go today. It may not be easy to envision exactly how content marketing can work for you or what’s happening in the space. Here are some examples of great content marketing innovation and links to blogs and sites that can help you imagine and explore the boundaries of what you can create for your financial advisory practice via content marketing.
At the American Society of Journalists and Authors Conference last week, I learned about companies that are innovating in this space, including:
- Coke: Last Fall, Coke relaunched it’s website as Coca-Cola Journey, a digital magazine. Instead of focusing on static branding and information, the site provides interactive info that tells the story of Coke via a variety of channels including bloggers offering thought leadership and a ton of cool content marketing in a variety of formats from video to social media to infographics. This interview with Ashley Brown, director of digital communications and social media for Coke, published by the Custom Content Council, focuses on Coke’s story and how it is told through the new site.
- IMB: Midsize Insider is a digital interactive content site designed to offer information to small businesses about technology issues that affect them and potential solutions. IBM is not pushing it’s own products and instead has hired thought leadership bloggers in the space and journalists to tell it’s story. The site covers a number of topics in a variety of formats, including mobile, social business, cloud computing, business analytics and security.
Check these sites out and think about what they are doing — they are offering a wide variety of content in different formats. While your financial advisory business isn’t likely to have the ability to match the depth and breadth of these offerings, they are a good example of what can be done and may encourage you to think creatively and outside the box.