CMWorld: Financial Services Industry Lab

CMW2014 FS Lab Agenda

Today I am leading and facilitating a conversation on content marketing strategy for the financal services industry at CMW2014. This is one of the industry labs the Content Marketing Insitute organized to follow its main event where I had the pleasure of introducing the content strategy track speakers.

The flow for the day, after introductions will be participatory. In the late morning and again after lunch, attendees will collaborate on:

  • Identifying a pilot program as a use case
  • Building a full implementation plan that takes into account regulatory constraints and organizational structures

My overview of Content Marketing will touch upon how brands are increasingly becoming storytellers:

  1. How to identify issue- and industry-based content and themes to help prospects and customers solve problems – shifting the stance from product- to service focus
  2. Navigating true value exchange between subject matter expertise and audience needs within a regulated industry
  3. Writing with search in mind and ways to maximize content visibility
  4. Tracking progress through a comprehensive measurement framework

Shannon Paul, VP and Social Media Strategist for Fifth Third Bancorp, will join me to talk about using content to attract and acquire customers though an engaging digital experience. We will outline:

  • Importance of building trust
  • Why creating experiences works and how to put people and their stories front an center
  • The value of building relationships with influencers and getting the word out in social media
  • Product content is important, too 
  • Fifth Third Bank Case Studies

Then we will explore how to get started and the tools you will need to be successful:

  • Marketing automation — Email, landing pages, forms, activity monitoring, database maintenance, lead management, nurturing, measurement.
  • Optimized web site
  • Content management/curation tool
  • Social media accounts

Without question, the marketing profession has changed a lot in the last few years. Technology savvy, an understanding of how to use analytics to both track and attribute multi-channel programs, as well as the ability to produce relevant content are the new skills in demand.

Our session will touch upon these important skill sets and the impact marketers who adopt a continuous learning mindset can have on the businesses they support.


Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.

Leave a Reply

Your email address will not be published. Required fields are marked *