Many FS organizations appreciate that they need ‘hero’ campaigns to go with their ‘always-on’ hygiene content. However, there is little differentiation – many are branded simply ‘perspectives’ or ‘insights’. So, how do you ensure your content brand has sufficient cut-through to go with the not-insignificant investment in content? For LinkedIn, a distinct value proposition for content lies at the intersection of three distinct forces: client need, your wider brand proposition and the competitive environment. We call this ‘the content sweet-spot’. This session looks to some of the most recognizable FS brands in the market, sharing their secret sauce for creating stand-out content and their methodology for balancing the different content needs of their audiences within a proposition that sets them apart.

2. Why do we need a unique
content proposition?

3. American Express
OPEN Forum

4. A Community of Small Business Owners
4

5. 2
Drives Everything We Do in Content
Disruption
3
Development
1
Distribution
5
Content that connects a community of like-minded business owners and
experts, with the support and inspiration to grow their businesses.
“Connective Content”
A Customer-First Content Strategy

6. Development1
6
Showcase the voices of small business
owners and experts.

7. Distribution
7
2
Focus on engagement, not clicks.

8. Disruption3
8
Continue to test newthings.

9. Finding the Sweet Spot in the
Approach to Content Marketing
Jennifer Mercer
Director, Brand Marketing & Advertising, Prudential Financial

10. Content marketing is not new.
Today’s buzz just signals a shift in approach.

11. Start with your
objectives.
Then establish a
framework that will allow
you to deliver that.
Brand
Business(es)

12. Within that framework, consider…
• The key decision makers and players
• The story your brand is trying to tell
• The audience(s) your brand is trying to reach
• The correct channel mix to reach those audiences
• How to establish a culture and content marketing infrastructure
that allows for information sharing within and across groups
• How to measure success against the original objectives
12

13. BNP Paribas Corporate & Institutional Banking (CIB)
Objective: increase engagement, support brand
13
Client
business
Brand
identity
Client
engagement
Thought Leadership

14. Bank 7
Bank 2
Bank 4
Bank 1
Where we were: behind peers
14
Bank 5
+
Visual appeal
Bank 6
Bank 3
Bank 8
BNP Paribas CIB
Relevant content
+
Improvement needed

15. What our peers were doing: sample content
15
Can AIFMD Act as a Catalyst for Growth of the
European Hedge Fund Industry? With Europe’s
pension and insurance sectors increasing their
allocation to fund products, there is reason to be
optimistic about the future growth of AIFMD structures.
The Potential USD Bubble: The Potential USD
Bubble: Analysis & Outlook for Corporate Treasurers:
All signs point to an over-valued dollar and the likelihood
of a sharp reversal in 2016
Report – a look at liquidity: Dwindling liquidity is a
rising concern in the market. In a recently released
edition of ‘Top of Mind’ we discuss what is causing the
decline and proposals to restore market liquidity.
Climate Change: Investing in Extremes: Disruptive
weather events need not all be on the cost side of the
ledger, for those who can see opportunities, as well as
risks

16. End result: thought-provoking content
16
https://cib.bnpparibas.com/

17. The Content Sweet Spot
May 2016

18. What is Bond Street?
• Vision: Bond Street is transforming small
business lending through technology, data and
design.
• Mission: We aspire to be every small business
owner’s financial advocate.

19. Filling the Gap
Borrower Type
Experience
Credit Decision
Interest Rate
Loan size
Duration
Banks
Larger businesses
with collateral
Opaque, paperwork
Weeks / Months
Competitive
Large
> 5 Years
Distressed businesses
with urgent need
Hidden fees, brokers
Days
Expensive
Small
< 1 Year
Alternatives
Established businesses
investing in growth
Simple, transparent
48 Hrs
6-22%
$50K-$500K
1-3 Years

20. Stories on Bond Street
• Goal: own actionable to aspirational
• Two main content hubs:
• Stories on Bond Street
• Resource Center
• Content types:
• Interviews
• Guides / White papers
• Podcasts
• Videos

21. How we stand out
• Build the brand through the lens of our customers
• Editorially driven, high quality content
• Unique voice
• Differentiated within financial services

22. Goals
• Brand development
• Lead gen:
• Distribution partners
• Search
• Social
• Paid
• Community building

23. Discussion
Points?How do you uncover unmet audience needs?
Competitors: who are your competitors for attention,
and how do you stay ahead?
Cut-through: how do you ensure your content cuts-
through the noise?
How ‘on brand’ should your content be?
Measurement and ROI
Your questions?