Today's sophisticated finance marketer understands the value of an always-on content marketing strategy that balances real-time market commentary with a robust editorial calendar. However, certain challenges make pursuing an always-on strategy difficult, including siloed organizations, legal and compliance concerns, and measurement. Join LinkedIn and our panel of industry experts as we discuss actionable takeaways from our latest eBook, Moving to Always-On from an Event Driven Strategy. With thought leaders from Contently, BlackRock, Digitas, and Personal Capital, we’ll cover how to set your company up for success, collaborate with key stakeholders, and overcome common challenges.

1. Moving to an
Finance Marketing Strategy

2. Ira
Amilhussin
Sr.
Marke2ng
Manager
LinkedIn

3. WHAT DOES ALWAYS-ON MEAN?
Education Consistency Relevance
Financial companies have a solid advantage, because they are in
the business of helping people manage their money.
“Education that
inspires.”
“Quality content
generated on a
consistent basis.”
“It’s about giving
first and attracting
customers, rather than
chasing them.”
3

4. WHAT STOPS FINANCIAL MARKETERS?
• It’s not free
• Top management foot-dragging
• Siloed organizations
• Legal and compliance concerns
• The measurement conundrum
4

5. “The risk of not doing something interesting
is bigger than not doing anything at all.”
— Paul Butcher,
Head of Digital Communications, Citi

6. 4 KEY STEPS TO MOVING
TO AN ALWAYS-ON STRATEGY
1. Convince stakeholders
2. Source great content
3. Balance editorial calendar with
with real-time market commentary
4. Engineer your success
6

7. Shane
Snow
Co-­‐founder
and
Chief
Crea2ve
Officer
Contently
Jenny
Cronin
Social
Media
Strategist
Formerly
of
Personal
Capital
Jill
Sherman
SVP,
Social
and
Content
Strategy
DigitasLBi
Lorin
Suslow
Social
Media
Marke2ng
Strategist
BlackRock

8. #1: CONVINCE
STAKEHOLDERS
“The tipping point
is when senior
management
starts to get
online and
engage
personally.”
— “Moving to Always-On
from an Event-Based
Strategy” eBook
Demonstrate how it contributes
to the business objectives they
care about, by showing evidence
that it works.
Connect Key Business Objectives
Web Traffic Brand Engagement Sales
8

9. #2: SOURCE GREAT CONTENT
• Use ”big-rock” content or events to produce smaller,
ongoing content pieces
• Repurpose high-performance content
• Partner with brand journalists and publishers
• Enlist your audience
• Reach out to industry influencers
9

10. #3: BALANCE EDITORIAL CALENDAR
WITH REAL-TIME MARKET INSIGHTS
• Create anticipatory content by identifying potential new
events that might spark interest ahead of time
• Develop a respectful, collaborative partnership with legal
and marketing
• Make sure you have the right tools and processes in place
10

11. #4: ENGINEER YOUR SUCCESS
• Get serious about targeting:
Be clear about who you’re
trying to reach and what kind
of engagement you’d like to
see from them
• Create objectives by stages
in the customer’s journey:
Divide your buyer’s journey
into stages and create
objectives for each stage-
reach, nurture, acquisition.
Reach content objectives:
brand awareness and
user engagement metrics
Nurture content
objectives: sharing of
contact information,
unsolicited return visits,
event attendance, quality
generated leads
Acquire content
objectives: purchase
or renewal, customer
evangelists,
empowerment of
brand advocates
11

12. Shane
Snow
Co-­‐founder
and
Chief
Crea2ve
Officer
Contently
Jenny
Cronin
Social
Media
Strategist
Formerly
of
Personal
Capital
Jill
Sherman
SVP,
Social
and
Content
Strategy
DigitasLBi
Lorin
Suslow
Social
Media
Marke2ng
Strategist
BlackRock
Ques2ons?

13. Thank You!
Visit marketing.linkedin.com