PipeSmokingBanker profile picture
PipeSmokingBanker profile picture

PipeSmokingBanker

Programming Director

Fire Starter

Content marketing in different industries

Genuinely would like to know how other industries use content in their process. Banking is full of freemium content...but I’d love to hear how others use it and the thought process behind it.


thanks!

👑 Sales Strategy
👥 Social Selling
📊 Metrics
4

9 comments

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Justatitle
Big Shot
1
Account Executive
Usually the content is to generate new leads ~70 percent. The rest is for current clients and mid funnel opportunities. At least in my experience. Marketing gets measured by qualified accounts they affected so it makes sense for them to want to generate net new leads for the most part
PipeSmokingBanker
Fire Starter
0
Programming Director
Thanks.  How do you approach content selection and/or creation?  
Justatitle
Big Shot
1
Account Executive
I create 0 content. The way it usually gets chosen is based upon persona and what needs the vertical they are in align with the content 
PipeSmokingBanker
Fire Starter
0
Programming Director
Cool.  Thanks.  Same here...just interested to see how other industries approach.
Justatitle
Big Shot
1
Account Executive
It’s really a stab in the dark and hoping the punch lands. The whole point of the content is to generate interest so usually it gets coupled with an activity the prospects have taken. There’s no exact science and the message is really that you are just doing something. Same way Kleenex is associated with tissues you want to be associated with whatever the product/s are that you sell 
PipeSmokingBanker
Fire Starter
0
Programming Director
And the same here...while the content has to be good, I've been trying to bring into the content some authenticity and "realness" into it.  Let's face it, expounding on the benefits of moving the efficiency ratio 25bps is dry stuff even for us.  Trying to find that balance is a challenge...but it's nice to know I'm not alone in feeling like it's punching in the dark.

CaneWolf
Politicker
1
Call me what you want, just sign the damn contract
In the services space you have to differentiate but you can't try to go after every vertical. So we try to really build up expertise in a handful of verticals, release consistent content and engage prospects in long-term relationships with the idea that they will convert eventually.
PipeSmokingBanker
Fire Starter
0
Programming Director
Do you create or curate content?
CaneWolf
Politicker
0
Call me what you want, just sign the damn contract
Our marketing team creates (or works with our broader team to create) all content we release. There is a decent amount of collaboration with partners as well.

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