Content marketing is now widely considered one of the key tactics in a financial services marketing toolkit. If done right it can convey an organization’s thought leadership on relevant topics while providing added educational value to clients and prospects.
But the growing abundance of content marketing may be weakening its impact. Increasingly, organizations run the risk of oversaturating the market with too much content. Fortunately, there are tactics that can be employed to ensure your content marketing doesn’t become the new SPAM.
Content marketing should be seen more as solutions-based marketing than promotion. This means that efforts should be made to segment the client/prospect base and closely align content with the distinctive interests and needs of these segments.
As content is distributed there should also be an ongoing review of audience preferences, attitudes, and tastes to help ensure the strategy evolves alongside the changing needs of the consumers. At the same time, attention must be paid to the ways specific market segments prefer to consume content. Media options, formats, and delivery platforms should then be adjusted accordingly.
Finally, organizations with large content libraries serving multiple constituencies should develop clear, simple and effective tools for consumers to find the content of specific interest to them. Getting the right solution to the right customer at the right time is critical.
To continue to be effective, content marketing strategies need to evolve beyond the shotgun approach. A more sophisticated model that is guided by a deeper understanding of the audience and its needs will help organizations avoid the SPAM trap.