Questions Answered about Financial Content Marketing: A #CMWorld Twitter Chat with Mitch Joel

Mitch JoelIf you are a content marketer in the financial industry, you likely know that this can be a complicated industry filled with regulations and its own set of challenges. Our recent #CMWorld Twitter chat with Mitch Joel (@mitchjoel) and Joe Pulizzi (@joepulizzi) answered a lot of question about the specifics of content marketing in the financial industry. Read on to learn what financial institutions are doing content marketing well, how to generate content in a regulated environment and much more.

You can also view a summary of the key points in the CMI post, Great Content Marketing from Financial Services: Examples and Challenges.

For a more in-depth look at financial content marketing, join us at the Content Marketing World Financial Summit on September 12 in Cleveland, Ohio.

Our #CMWorld Tweet chats are on Tuesdays at 12:00 EST. See the schedule of upcoming topics and speakers.  

#CMWorld Twitter Chat with Mitch Joel on Financial Content Marketing from Content Marketing Institute

Q1: Let’s get started! What unique content marketing challenges do you think the financial industry has? #CMWorld

 

They are regulated. They have hard time due to the recession and more. It’s a complex sale. #cmworld

@mitchjoel

 

Most people lack basic financial education… that doesn’t help either.#cmworld

@mitchjoel

 

A1: Lack of consumer faith/trust. #CMWorld

@RickLiebling

 

Talked to a Sr. Financial Marketer recently…said #financial much more regulated than healthcare #cmworld

@JoePulizzi

 

It’s also hard to differentiate. Who do you trust? Isn’t a chequing account all the same? Consumers don’t know. #cmworld

@mitchjoel

 

A1 the legal and compliance components can be uniquely onerous in financial services, especially when social media is involved #CMworld

@SFerika

 

@mitchjoel…and I think the regulation issue also expands the fear…#financial doesn’t want to take risks w/content #cmworld

@JoePulizzi

 

#CMworld B/C of the banking crisis, ppl don’t trust financial #marketing. And @mitchjoel is right about many people lacking basic fin ed.

@brassMedia

 

@CMIContent @mitchjoel Actually most people don’t lack “basic financial education

@dalka

 

@dalka you should look at the data on Americans and financial education. The numbers are bad… and getting worse. #cmworld

@mitchjoel

 

@mitchjoel Don’t dispute that at all, but employers do a poor job of putting people with those skills in the right leadership roles #cmworld

@dalka

 

@JoePulizzi @mitchjoel I bet that makes #socialmedia and #contenta tricky situation. #cmworld

@SusynEliseDuris

 

Even when they are “transparent” there is tons of fine print and legal mumbo jumbo. #cmworld

@mitchjoel

 

Lack of consumer trust: Q1: Let’s get started! What unique content marketing challenges do you think the financial industry has?#CMWorld

@HKeetsWright

 

Another challenge is getting people excited about something that seems really complex and scary (i.e., banking services) #CMworld

@brassMedia

 

@CMIContent @brassMedia agreed. It’s not the most approachable topic for everyone #CMWorld

@lindseywolff

 

A1 creating interesting content and fitting in the required disclosure without it scaring off the reader. 😉 #CMworld

@SFerika

 

@SFerika Great point. Sometimes the disclosure is overwhelming w/out content! #CMWorld

@CMIContent

 

@CMIContent heavily regulated. I’m guessing that impacts marketing? #cmworld

@CTrappe

 

@CTrappe @CMIContent Regulation does impact #marketing. #FFIEC recently proposed guidelines for #socialmedia marketing, too #CMworld

@brassMedia

 

A1: Fear and trust, people don’t want to provide content that may be misleading or construed incorrectly. Lots of regs #CMWorld

@lttlewys

 

A1: Also find #financial VERY silo’d in the org…different stories going on in different departments. #cmworld

@JoePulizzi

 

@CMIContent A1: The challenge is getting a clear (& accurate) message across in an environment bombarded with different viewpoints #CMWorld

@lindseywolff

 

@lindseywolff How can you differentiate viewpoints, though? Can you? #CMWorld

@CMIContent

 

@CMIContent a strong brand identity and voice. That’s where social strategy and consistency become important #CMWorld

@lindseywolff

 

As much as consumers love their own money. The vast majority are unaware how to best invest it and what that even means. #cmworld

@mitchjoel

 

I’m sure with latest privacy issues, that isn’t helping #financial #socialmedia and #content either #cmworld

@SusynEliseDuris

 

#CMworld Lots of financial orgs reluctant to do #socialmedia & content #marketing b/c it seems overwhelming in the face of regulation.

@brassMedia

 

@brassMedia Absolutely – seems to be the consensus we are seeing. Though some great examples for many companies! #CMWorld

@CMIContent

Q2: Which financial institutions are using content marketing well? How? What is working? #CMWorld

 

A2: Great example of #financial #contentmarketing is Fisher Investments. http://t.co/EVLJ6LcZhb is a fantastic resource.#cmworld

@JoePulizzi

 

#CMworld We actually do a monthly spotlight on #creditunions that do #

socialmedia well: http://t.co/Lzph9Zehvq

@brassMedia

 

A2: We work with TD, so I think they are 🙂 LOL. Mint comes to mind. Amex is doing lots of interesting stuff (Open!). #cmworld

@mitchjoel

 

@mitchjoel TD Ameritrade’s ThinkMoney magazine one of the best corporate magazine’s out there…period. #cmworld

@JoePulizzi

 

A2: USAA always impresses me as well. #cmworld

@mitchjoel

 

A2 I am a fan of the #iShares blog and social media presences http://t.co/NFlzDtmYuL they’re doing it right #CMworld

@SFerika

 

A2 – I think Scottrade does well. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris Good one, Susyn! Any particular examples? #CMWorld

@CMIContent

 

@CMIContent let me locate. But content pushed out even on social media is important, like how they communicate to curr clients #CMWorld

@SusynEliseDuris

 

@CMIContent for ex, I was having a time w local branch, I ct’d Scottrade, they gave me options I didn’t know abt, they fixed 4 me. #cmworld

@SusynEliseDuris

 

A2: Amex OpenForum drives as many new credit card signups as anything else they do. And they don’t talk about product. #cmworld

@JoePulizzi

 

@joepulizzi Ohh, I really like AMEXopenForum and they do really well in other aspects of using Social #CMWorld

@lttlewys

 

A2: I would add any FI that embraces their consumer’s needs (i.e. great mobile app and customer service). #cmworld

@mitchjoel

 

@mitchjoel yep they have to match the medium their existing clients and targets are. Agreed. #cmworld

@SusynEliseDuris

 

A2: I think USAA does a fantastic job, they are open and provide some great content. They also have amazing CustServ #CMWorld

@lttlewys

 

@mitchjoel Oh yes, Mint. I think they make finances simple and approachable for people #CMWorld

@lindseywolff

 

A2: Thrivent is good. And I like what Seeking Alpha is doing. #cmworld

@SusynEliseDuris

 

A2 I’m also a fan of @schwab’s On Investing magazine, but as a former Schwabbie I’m biased 😉 #CMWorld

@SFerika

 

@SFerika Thanks, Erika! What in particular do you like about their efforts? #CMWorld

@CMIContent

 

A2: ING Diba in Germany is doing a good job in content marketing http://t.co/YOrcbm5W70 #cmworld

@__ok_

 

re A2: @brighterlifeCA is a good example of content play for insurance leads — met those folks at #cmworld 2011!

@junebug

 

@junebug @brighterlifeCA Ooh, great one – thanks, June! Are you joining us for #CMWorld this year? Hope so!

@CMIContent

 

@pamkozelka

@junebug @cmicontent June should get an award for attending year over year…. hmmmm #cmworld

 

@KyleAkerman Actually @GrantThornton US ‘s webinar series has been amazing. Always a big fan. #cmworld

@JoePulizzi

 

@joepulizzi Fidelity had done well with podcasts. #CMWorld

@heidicohen

 

Q3: How do you bridge the gap between a traditionally conservative industry and innovative content marketing? #CMWorld

 

A3: Buy-in from CEOs and people at the top is crucial. They have to understand its importance to sign on. #CMworld

@brassMedia

 

@brassMedia I agree. Everyone on every level has to be on board if you want to make your strategy long term #CMworld

@lindseywolff

 

@CMIContent A3: Small experiments. Test and revise. Learn and repeat. #CMWorld

@RickLiebling

 

A3: You have to shake them up! We also need the C suite to not only buy it, but drive it. It comes from the top. #cmworld

@mitchjoel

 

@CMIContent A3. It isn’t about conservative industry. Gap is individuals that want to control broadcast message vs help. #cmworld

@wittlake

 

@wittlake Hi Eric! Interesting thought; is control a function of the regulated industry though? Interested to hear more. #CMWorld

@CMIContent

 

Wondering: When heavily regulated you could still write out simple guidelines on how to participate in social media quickly? #CMWorld

@CTrappe

 

@CTrappe We put together a #whitepaper on how to create a #socialmedia plan for your org: http://t.co/ognNFEmZOC #CMworld

@brassMedia

 

@CTrappe Definitely. FIs need to get all stakeholders to the table and hammer out #socialmedia guidelines for themselves. #CMworld

@brassMedia

 

A3: Education, not only the consumer but also the companies themselves, train & encourage discussions. Take away the fear #CMWorld

@lttlewys

 

A3 it’s important to get Sr Exec buy-in early, & get permission for skunk works projects to prove the ROI. #CMworld

@SFerika

 

A3: Hire great storytellers. Financial services companies are notorious for creating “me-too” content. #cmworld

@JoePulizzi

 

@joepulizzi A3] More important to have lawyers who understand social media & can fast track responsiveness. Amex Open does. #CMWorld

@heidicohen

 

@heidicohen Correct…but you need to start with a general framework so we know what box we are working within. #cmworld

@JoePulizzi

 

A3 I am not a fan of little tests and skunkworks in this instance. Hard to prove and easy to shut down. Time to move 🙂 #cmworld

@mitchjoel

 

A3. Education, Case Studies, Proof. #CMWorld

@we_are_couch

 

A3 Set up social listening and competitive monitoring to show them what the competition is doing to show what’s possible. #CMworld

@SFerika

 

A3: Education, case studies only proves that someone else did it. Not indicative of your abilities/opportunities. #cmworld

@mitchjoel

 

@mitchjoel Exactly…don’t try to “boil the ocean” with financial content…look for a different story line. #cmworld

@JoePulizzi

 

@CMIContent Q3: Storytelling is key – people care about their finances but engaging them take relating it to their unique situation #cmworld

@rschneiderSO

 

@rschneiderSO Definitely, Ryan. Relatable is critical. #CMWorld

@CMIContent

 

A3: Bring in the people that can work/train/execute a workable strategy that brings in all the employees, with attainable goals #CMWorld

@lttlewys

 

oh and A3: a lot of research, matching the msg to the segment, and leading them down the path thru approp CTAs and follow up #cmworld

@SusynEliseDuris

 

A3] Finl org can create effective #content if they offer info on related topics that aren’t ” advice” #cmworld

@heidicohen

 

_ oh and A3: a lot of research, matching the msg to the segment, and leading them down the path thru approp CTAs and follow up #cmworld

@tsquare90

 

Don’t forget. Great content is useless if the entire fin institution doesn’t act accordingly, from top to bottom. #cmworld

@NenadSenic

Q4: With regulations and privacy, how do you generate content from clients, customers and employees? #CMWorld

 

Q4: with caution and care. The heart of the matter is actually finding the heart of the matter and not the PR spin. #cmworld

@mitchjoel

 

@CMIContent IMO regulation contributes, but it’s also a convenient screen. Look at Fidelity, iShares or USAA. #CMWorld

@wittlake

 

@wittlake Hiya Eric!! Agree, most use the regs as a shield, need to assure them it’s a positive! Create trusted relationships #CMWorld

@lttlewys

 

A4: I also prefer to use those groups last. Tell great stories first as an industry. This will spark others to add on. #cmworld

@mitchjoel

 

Q4: I bet, as @mitchjoel alluded to before, trust is key. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris Q4: less about trust and much more about authenticity and value to the audience. Hard to do. #cmworld

@mitchjoel

 

@mitchjoel Interesting. As an investor, model aud, I need to trust them to know what they are saying first, auth and value next. #cmworld

@SusynEliseDuris

 

A4 you can use a community platform like #Jive that allows you to

collect ratings & have them reviewed before publishing #CMworld

@SFerika

 

A4: You really do need agreement with compliance…if you don’t, even somewhat “real-time” content creation is impossible. #cmworld

@JoePulizzi

 

Amateur investors are starting to use social media to guide profitable trading http://t.co/su2BrQssDM via @EurexGroup @Telegraph #CMWorld

@VilmaBonilla

 

People have pain points and questions about finances. Answering those can help – as long it fits with rules/regs #cmworld

@rschneiderSO

 

@CMIContent  Regulations are your parameters. Work within them, but customers can give you good reviews, for example. #CMworld

@brassMedia

 

@CMIContent @brassMedia yes, providing good customer service and receiving good feedback is a goal that retail banks strive for. #CMWorld

@VilmaBonilla

 

A4: Create content changing names, using case studies, don’t need to disclose private info to share the information #CMWorld

@lttlewys

 

How many financial services companies think about the consumer outcome w/ their content in line with marketing goals? Very hard.#cmworld

@JoePulizzi

 

@CMIContent Desire for control often is from compliance, not marketing. Need to establish guideline beyond “NO” #CMWorld

@wittlake

 

A4 to allow employees to participate, platforms like @HearsaySocial allow you to monitor, preapprove and archive social content. #CMworld

@SFerika

 

This is an industry of laws, regulations, compliance and dis-trust from the consumer’s perspective. It is very hard to do this well #cmworld

@mitchjoel

 

I’ve worked on social media w large FIs. Problem #1 is public anger w banks. Banks are very reluctant to engage. #cmworld

@Andreas_Ramos

 

@Andreas_Ramos Agreed. Nobody really “loves” their bank. They deal with it, but generally love to hate them. #cmworld

@mitchjoel

 

@ Andreas_Ramos True! And it doesn’t help when they engage poorly: http://t.co/7oWUhcpgKQ #CMworld

@brassMedia

 

@CMIContent @Andreas_Ramos Small banks/credit unions prob benefit more from #contentmarketing. Could even benefit from that anger. #CMWorld

@atxcopywriter

 

A4: I wonder how this would work in private banking? 1on1 relationships. No need for CM? #cmworld

@__ok_

 

@__ok_ Sure it would work with private banking. Maybe #contentmarketing even more important with B2B. #cmworld

@JoePulizzi

 

@__ok_ A4] Private Banking can create amazing content. It must appeal to specific customer needs. Banker must be content creator. #CMWorld

@heidicohen

 

@heidicohen @__ok_ Can you elaborate on that, Heidi? (A4) #CMWorld

@CMIContent

 

@joepulizzi Private Banking is B2C. Just fewer customers; each generates more revenue for bank. #CMworld

@heidicohen

 

@heidicohen @__ok_ And there are two great examples in Slovenia, for instance. And the mag for older women by Barclays was amazing. #cmworld

@NenadSenic

 

@nenadsenic #CMWorld Bear in mind banks regulated differently in different countries. Therefore content must be able to be tailored.

@heidicohen

 

@heidicohen @nenadsenic That’s an important thought on how international banks need to take that extra step (or two). #CMWorld

@CMIContent

 

@__ok_ Even with 1on1 relationships, need to have that person in place, the CM who can create trust, build the relationship #CMWorld

@lttlewys

 

@heidicohen Yes…like Fisher Investments. Love that case study. #cmworld

@JoePulizzi

 

RT @JoePulizzi: @__ok_ Sure it would work with private banking.  Maybe #contentmarketing even more important with B2B. #cmworld

@mktgupdate

 

@joepulizzi How many companies see their content beyond their marketing plans? Content is more than marketing/PR #CMWorld

@lttlewys

 

Finl institutions tend to create colorless info not content since it goes thru many checks including legal. Need a human voice. #Cmworld

@heidicohen

 

@CMIContent @heidicohen So true. In my experience, they actively reject ‘warmth and sparkle’ in copy. Need to engage with readers #Cmworld

@marierocher

 

@marierocher @heidicohen Yes, definitely, Marie! Engaging and having a desire to continue to relationship/conversation is critical.#CMWorld

@CMIContent

 

@cmicontent Highly regulated industry means lots of checks & edits by compliance & legal. It looses human connection & timeliness #CMWORLD

@heidicohen

 

Q5: What is your goal of financial content marketing? Sales/acquisition, or reputation & trust? #CMWorld

 

Q5: Yes. All of the above. It depends on what we’re doing in terms of strategy. It all falls out of that. Content can support all. #cmworld

@mitchjoel

 

@mitchjoel Correct…historically, #financial content has focused on loyalty/retention. Now seeing more at top of funnel. #cmworld

@JoePulizzi

 

@CMIContent A5 Reputation & trust should be 1st priority. If you have that, you’ll get sales & customers. #CMworld

@brassMedia

 

@CMIContent Would seem like it has be to be a mix of both – have to build rep and trust, then turn that into sales #cmworld

@rschneiderSO

 

@CMIContent A5: Trust and Education. Not everyone makes good financial choices and stories really hit home for consumers. #cmworld

@ThatsNickQ

 

@CMIContent A5. Does anyone believe you CAN focus on sales/acq in FI content without seeing education as key? #CMWorld

@wittlake

 

@wittlake I don’t think so…useful, remarkable educational information is the key (with a dash of entertainment) #cmworld

@JoePulizzi

 

@wittlake Nope, have to educate/train ur sales team to be able to meet consumer needs, build solid relationships with knowledge #CMWorld

@lttlewys

 

Not to disagree with @JoePulizzi, @wittlake but I think you can. If you know your consumer and it’s upsell, new products. Maybe. #cmworld

@mitchjoel

 

@mitchjoel You can disagree all you want. That’s why YOU are doing the Financial keynote at #cmworld and not me 😉 #cmworld

@JoePulizzi

 

@cmicontent finance perfect 2 work w/ personas & customer lifecycle- where content should be on top of rest #cmworld

@conversionation

 

@CMIContent A5: Goals can include that and more depending on the strategy, priorities and mission of the financial institution. #CMWorld

@VilmaBonilla

 

Re A5 I’ve seen some good ex’s of reps using social content to gen leads and sales – use corp education pieces they can share. #cmworld

@junebug

 

@JoePulizzi @wittlake @CMIContent For #creditunions, #education & #community are must-have parts of #sales and #marketing. #cmworld

@brassMedia

 

Shouldn’t financial content be similar to what Suze Orman produces? #cmworld

@NenadSenic

 

@NenadSenic That was my thought too! Seems like financial literacy is a rich subject for FIs to pursue, no compliance issues. #CMWorld

@atxcopywriter

 

Finl institutions & regulated biz have legal constraints. Consider organization’s opportunities are. Look at airlines. #cmworld

@heidicohen

 

Q6: One thing financial services doesn’t lack is data. What are some great ways data is used for #contentmarketing? #CMWorld

 

A6: FI has been historically great at data. And they continue to be. Everything you see is/should be data driven. #cmworld

@mitchjoel

 

A6: My favourite, Infographics 😉 Case studies, white papers. Don’t think financial services even use a 1/4 of their data, tho #CMWorld

@lttlewys

 

@lttlewys LOVE infographics. We’re aiming to do more. They’re a great way to convey financial info & education. #cmworld

@brassMedia

 

@brassmedia they are so much fun and easy way to bring numbers to a visual picture!! Couple companies do them so well! #CMWorld

@lttlewys

 

A6: Infographics, eBooks leveraging data, Expert Blogs, Research Reports, Podcasts, etc. #cmworld

@JoePulizzi

 

I agree – I think #financial sector and some others should use more infographics. As an investor, it would sure help me a lot. #cmworld

@SusynEliseDuris

 

@cmicontent In finance data in apps/simulators work well if personalized – loans students, insurances parents, etc. #cmworld

@conversionation

 

@cmicontent But – Q6 – right data and transparency or you lose when comparison sites pop up (and always) #cmworld

@conversionation

 

Is it too ambitious to say transparency? @CMIContent #CMWorld

@ThatsNickQ

Q7: In content marketing, we often focus on digital, but do you think print can be particularly effective in financial services? #CMWorld

 

A7: It’s not digital only. All marketing requires a proper mix based on strategy that can be optimized. Period. #cmworld

@mitchjoel

 

@mitchjoel Finl firms should leverage power of their retail establishments to create events & experiences. #CMWorld

@heidicohen

 

@heidicohen hard to do as core people on the ground don’t have that kind of experience. Running retail is not events. #cmworld

@mitchjoel

 

@mitchjoel @heidicohen Retail is highly understaffed. As an onsite Consutant in retail and other bank settings, I can attest. #cmworld

@VilmaBonilla

 

@mitchjoel FI have large retail footprint. Use it for community to provide location.Get prospects in door. Citibank offers coffee. #CMWorld

@heidicohen

 

@heidicohen @mitchjoel most banks offer these ammenities you speak of. The retail bankers may be able to do more. Not staff. #CMWorld

@VilmaBonilla

 

@CMIContent A7: Absolutely. But it doesn’t have to be all text. Infographics, data viz can work well here. #CMWorld

@RickLiebling

 

A7: I cry a little every time a financial co. kills its print magazine.  There is an opportunity to integrate into strategy. #cmworld

@JoePulizzi

 

@JoePulizzi Agreed! Our @brass magazine is a great tool that #creditunions & classrooms use. #CMworld

@brassMedia

 

A7. Print: Depends on audience. Ultra high net worth financial management? For sure. 20-something retirement savings? Maybe not. #CMWorld

@wittlake

 

@wittlake Print still resonates w/ #millennials. We’re actually talking about this in a webinar next week: http://t.co/3lZWfzEWF6 #cmworld

@brassMedia

 

@wittlake Disagree. Young audience still read. May have to use a different tone and message is all. #CMWorld

@RickLiebling

 

@RickLiebling Agree. But print distribution of content would be a much lower priority for that audience. #CMWorld

@wittlake

 

@wittlake Fair point, don’t think digital/print is an either/or proposition.  Context matters too. Print at POS (mail, in-store). #CMWorld

@RickLiebling

 

@RickLiebling Agree. Something has to be the first investment, IMO print is rarely it for Gen Y content marketing. #CMWorld

@wittlake

 

@wittlake Interesting point. Segmentation is important too. #CMWorld

@CMIContent

 

A7 print mags are great for the pass-along factor — you share w/yr significant other & talk about the financial issue/opportunity. #CMworld

@SFerika

 

A7: Definitely. Even more so, I think. In SLO there is a bank w a printed mag for business clients. A very sought out mag! Even 1/2 #cmworld

@NenadSenic

 

A7: foreigners would like it to be translated into English. 2/2 #cmworld

@NenadSenic

 

A7. I would actually like to see more case studies, too. In my  demographic. #cmworld

@SusynEliseDuris

 

@CMIContent People still often get print statements, reports, etc. That’s an opportunity to include additional content. #cmworld

@rschneiderSO

 

A7: We use digital because of the overwhelming benefits, like trackability and reach over print. Not because print doesnt work  #CMworld

@ThatsNickQ

 

@cmicontent Q7: print effective anywhere, not about the media/channels, about how you connect the dots right #cmworld

@conversionation

 

@CMIContent A7: Print is effective as long as people read. Printed materials are effective as education and sales tools. #CMWorld #finserv

@VilmaBonilla

 

I would think that #financial needs to be integrated – hit online and offline with all cylinders – is that a correct assumption? #cmworld

@SusynEliseDuris

 

@SusynEliseDuris We think so too, Susyn. Even with the best online relationship, it has to translate offline. #CMWorld

@CMIContent

 

@CMIContent #financial is #boomer plus crowd they just aren’t doing as much dig. But great way to educ. New content chan perhaps. #cmworld

@SusynEliseDuris

Q8: Do traditional social platforms (Facebook, Twitter, etc) work to distribute content for the financial industry? #CMWorld

 

A8: I think they can depending on how well that content resonates with the graph. Hard to paint it all with one brush. #cmworld

@mitchjoel

 

A8: Social Doesn’t work well when robotic which is what I see most w/Banks in SoMe – Need to learn to converse #cmworld

@ardath421

 

@ardath421 Agreed! #socialmedia like this isn’t helpful: http://t.co/7oWUhcpgKQ #cmworld

@brassMedia

 

A8: also great for employer branding. #cmworld

@__ok_

 

A8 social works for distributing short financial content + driving folks to online tools & for social motivation (savings goals) #CMworld

@SFerika

 

Finance usually has the data and back-office systems + very accurate customer data so social has to be integrated #cmworld Q8

@conversionation

 

@cmicontent Q8 – especially if it’s integrated in 2 directions: CRM, marketing automation, agents,.. Remember data #cmworld

@conversionation

 

@CMIContent Holy heck, YES. Facebook & Twitter are the most used #socialmedia platforms for FIs. #cmworld

@brassMedia

 

A8: Where are your customers hanging out on the web? That’s where we need to be. #cmworld

@JoePulizzi

 

A 8: Depends on the content. LinkedIn would be the best place, #twitter would be great to drive people to the content on Linkedin. #CMWorld

@RyMontano

 

@RyMontano I agree. LinkedIn has captured the financial audience, more so than Facebook or Twitter #CMWorld

@lindseywolff

 

A8: Lots of FIs moving beyond Facebook to Pinterest and Instagram, too. Use #socialmedia that helps your brand get out effectively. #cmworld

@brassMedia

 

@CMIContent A8: Possible but seems like they’re are more used to dump content. Key is sharing then using that to spark convos #CMWorld

@rschneiderSO

 

@CMIContent A8: Yes, if the company can establish a voice. I think it is important to come off as a person, not a robot #CMWorld

@lindseywolff

 

@cmicontent Q8: not about social as such nor where customers are but how you connect brand, activity on social channel and customer #cmworld

@conversionation

 

Social, content and finance: no one-size-fits-all-answer to that. Context: products, lifecycle, usage, brand, etc. #cmworld

@conversionation

 

Q9: How can the financial industry use mobile or podcasts for content marketing efforts? #CMWorld

 

A9: I think the key is thinking about “consistent” content, not campaigns for #financial #contentmarketing #cmworld

@JoePulizzi

 

A9: So tough to answer in tweets. Mobile = remote control for our lives + utility = start there! #cmworld

@mitchjoel

 

A9: Look into SMS platforms, utilize the growing mobile sector of

customers #CMWorld

@lttlewys

 

@CMIContent Podcasts are the perfect format for education! #cmworld

@brassMedia

 

A9 – I would suggest poll to see how many first, then try mobile site before going mobile app. Seems mktrs want mobile app first. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris Great point; though do you think consumers look for mobile capabilities before committing to FI? Which comes 1st  #CMWorld

@CMIContent

 

@CMIContent resrch we did was first can you get to mob site, if it’s good on navig and content, then it would incent for mob app. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris Absolutely…great point. #cmworld

@JoePulizzi

 

@SusynEliseDuris Makes sense! Both logistically and financially. #CMWorld

@CMIContent

 

@CMIContent – A9: You have to sponsor 6 Pixels of Separation with @mitchjoel… = #cmworld

@ThatsNickQ

 

A9: Mobile content for the financial industry should be more than optimizing for mobile. Must be tailored, personal, relevant #CMWorld

@SamBrennand

 

#Education really undervalued as a part of financial #marketing. Huge opportunity to gain customer trust thru education. #cmworld

@brassMedia

 

A9: Education Education Education! The key is to provide value with your #marketing. Education does this. #cmworld

@RyMontano

Q10: Last question: How can financial institutions repurpose research and published material for content marketing efforts? #CMWorld

 

A10: Think about how to tell stories in different ways UP FRONT…not repurposing content after the fact. #cmworld

@JoePulizzi

 

A10: Turn it from 2D content into 3D content by embracing digital, social and mobile for all that it can do : #cmworld

@mitchjoel

 

@JoePulizzi but it depends on the goal – do they want to make easily for folks to access. Research must be done first. #cmworld

@SusynEliseDuris

 

What about an insitution like IRS? When citizens are “clients” and we get content that rarely anyone understands. #cmworld

@NenadSenic

 

@NenadSenic Now THAT would be awesome…IRS as content marketer. #cmworld

@JoePulizzi

 

I think the #IRS needs to create a huge and better #content plan, would definitely help current #brand efforts. Just saying. #cmworld

@SusynEliseDuris

 

consistency = full program — @ServusCU has done some great work specifically targeting youth with content and social #cmworld

@junebug

 

A10: I’m getting a whiff of #infographics #CMWorld

@SamBrennand

 

@CMIContent Like @littlewys said, MORE INFOGRAPHS! Repurpose research into other types of content for customers to consume. #cmworld

@brassMedia

 

Just wanted to give a big shout-out to @joepulizzi for inviting me here. I hope it was of value to you all. #cmworld

@mitchjoel

 

I find it hard to be coherent/valuable in 140 characters. Apologies if it wasn’t ; #cmworld

@mitchjoel

 

@mitchjoel @JoePulizzi Great discussion, Gentlemen!! Thanks to you both!! #CMWorld

@lttlewys

 

@mitchjoel Thank YOU sir. Great value here. Really appreciate it.  See you in September at #cmworld

@JoePulizzi

 

Thanks again for having me everyone… enjoy your day and I hope to see you at the event in Cleveland! #cmworld

@mitchjoel