MFEA Content Marketing – 5 Quick Tidbits
on Jul 05, 2014
During a humid June week in Kansas City (aren’t they all?), the MFEA convened a group of marketers from across the industry. I moderated a panel on content marketing and thought to share 5 points. We were fortunate to have three excellent panelists from Aberdeen Asset Management, American Century Investments, & RidgeWorth Investments.
- There’s not a unified definition for content marketing. Some associate the term with content-centric campaigns leading meant to increase Web site (or microsite) usage. Other firms define content marketing by building a content library to market (the firm) from.
- Everyone seemed to agree that infrequent high-quality content is better than the reverse.
- Most firms are investing or considering marketing automation software to simplify dissemination.
- All firms are modifying their content processes to account for the clear demand (by FAs) for brief content.
- Measurement continues to be nebulous. Metrics discussed went from Web traffic to lead generation even to asset growth.