Content Marketing Trends 2021
CONTENT MARKETING TRENDS 2021: HOW CAN FINTECH MARKETERS TRANSFORM THEIR CONTENT INTO AN IMMERSIVE EXPERIENCE
FIRST GLOBAL The FIRST GLOBAL community connecting marketers from the financial services and technology industry. It provides its members with a unique platform to build and grow a network of marketing professionals, share insights and best practices, to learn and best practices, to learn & develop marketing careers.
SIMPLIFYING Stellar Advisory Board Members: FINTECH Financial Institutions COMPLEXITIES FOR • Deutsche Bank MARKETERS, BY • BNY Mellon I Pershing CONNECTING • Societe Generale Bank GLOBAL FINANCIAL Fintech/Regtech/Research and Academics INDUSTRY • Finastra EXPERTISE WITH • Torstone Technology TECHNOLOGY • Wealth Dynamix INNOVATION • Firebrand research
NICHE GLOBAL COMMUNITY GROWING RAPIDLY 600+ North UK & America Europe Industry Type: 23% 65% Tech - 35% 54% Financial Services – 19% Middle East Agency –23% 2% Media –12% Consultancy – 4% Research and Academics –7% MarketingFunctions: VP/ Director/Dept. Head –39% APAC C-suite – 18% 83% 7% Marketing Managers –26% Consultants – 5% Africa Entry level –4% 3% Academics/Sales and HR –8% Please note - Figures are approximate and based on data from March 2021.
YOUR FINTECH ECOSYSTEM PARTNER B2Bmarketers Agency/ media Academia - (all levels) Training universities, colleges Fintech start- Consultancy Marketing students ups/smes & research Financial services & fintech brands
CONTENT MARKETING TRENDS PANELISTS ELE WARD ALEX Head of Marketing SHEVELENKO CoGo CEO & Founder RELAYTO XIMENE WEAVER PAYAL RAINA Founder, FinTech B2B Head of Content & Marketing Marketing Savvy Investor Global Head of Marketing Torstone Technology
Coronavirus Was coronavirus a content ‘watershed’ moment?
Where have we Bebeeenn ? And where are we goiGoinng g?
PEER REVIEW: PANDEMIC BEHAVIOUR 2020 – CONTENT TRENDS A shift in An uptick in A focus on face- tack volume to-face interaction Long form content Short articles Webinars increased reduced, short form increased by 50%, by 300% increased. Quality videos by 30%, and declined podcasts by 275%
PEER REVIEW: POST-PANDEMIC BEHAVIOUR END 2020/Q1 2021 Mean Quality Webinar reversion factor quality Long form is back! The quality of Webinars especially content overall, are much better especially short- quality form, has improved
Forecast: Emerging Trtreennddss
FORECAST: TOP UPCOMING CONTENT TRENDS OUR FORECAST FOR THE FUTURE STATE OF INVESTMENT MARKETING CONTENT IN 2021 AND BEYOND 1 2 3 Content overload – A Shelf life for mileage Data will deepen – shift away from light- – ROI now more Better use of data weight/reactive important than ever will breed better content Focus on evergreen, 3-6 content Move towards quality, months+, thematic, pillar Use it to inform your depth, and problem content and series strategy and streamline solving
POST COVID SUSTAINABILITY THEMES & DEBATES GET AHEAD: TOP OF MIND TOPICS FOR INVESTORS OUR FORECAST FOR THE FUTURE STATE OF INVESTMENT MARKETING CONTENT IN 2021 AND BEYOND POST-COVID RESPONSIBILITY/ THEMES RECOVERY AND THE SUSTAINABILITY/ AND DEBATES NEW NORMAL ESG
POST COVID SUSTAINABILITY THEMES & DEBATES POST-CORONAVIRUS RECOVERY AND THE NEW NORMAL WHAT WILL NORMAL LOOK LIKE? NEW TECHNOLOGIES AS A RESULT OF THE CRISIS DEBT BUBBLES AND ECONOMIC SCARRING THE PROSPECTS FOR INFLATION AND IMPACT OF RISING INTEREST RATES LOW YIELDS, DECLINING ASSET RETURN FORECASTS, AND THE POSSIBLE SOLUTIONS/ MITIGATION CAPITAL PRESERVATION
POST COVID SUSTAINABILITY THEMES & DEBATES RESPONSIBILITY/ SUSTAINABILITY/ ESG NOTE: VIEWS ARE UNDER PRESSURE DUE TO SHEER VOLUME, SO IT REALLY NEEDS TO STAND OUT AND FEEL DIFFERENTIATED THE RISE OF ESG ADOPTION AND IT’S IMPORTANCE TO CORPORATES AND INSTITUTIONS ESG DATA: ITS AUTHENTICITY, VALIDATION, ‘’WHO AUDITS THE AUDITORS’’, AND THE DANGERS COMPANY SELF-VERIFICATION GREENWASHING TECHNOLOGY AND SUSTAINABILITY
POST COVID SUSTAINABILITY THEMES & DEBATES THEMES AND DEBATES MEGATRENDS VALUE VS GROWTH DEBATE –FOR EXAMPLE, WILL A CYCLICAL RECOVERY UNDO TECH STOCKS? DEVELOPED VS EMERGING ECONOMIES AND THEIR IMPACT ON THE FINANCE OR TECHNOLOGY SECTORS
How do firms stand out in the sea of sameness? Sea of Sameness?
CONTENT DIFFERENTIATION HOW TO STAND OUT FROM THE CROWD IN 2021 STSTAANNDD OOUUT T FRFROOMM THTHE E CCRROOWWDD Accessibility: Showcase non- Identify, personalise consensus views & segment Remember: Content Create multi- fatigue is real modal content Flex your content style
SITUATION SOLUTION RESULTS FinTech Innovation Lab - Digital Graduation Day Experience
SITUATION SOLUTION RESULTS FIL Graduation Day is an interactive presentation & leave-behind with all resources in one place. Pitch decks accessible within the experience Call-to-actions for viewers to send emails Portals to view social media content (i.e. Twitter, Instagram) Links to direct viewers to https://rla.to/fil2020 company websites
SITUATION SOLUTION RESULTS 3493 22,562 798 In terms of feedback we’ve had at least 10- Visits Page Views Unique Returning 15 people reach out to say how impressed Visitors they are with the Grad Day site – brilliant to see such a reaction! The stats aren’t bad too either…. Expecting these to rise when we post on Social! Nobody realized we put this together with a 21,975 2min 07s 1288 PowerPoint Interactions Average Visit Clicks Duration - FinTech Programme Lead Unsolicited Adopted Fintech Innovation Lab New York & Partnership for NYC LATEST FINTECH INNOVATION LAB MICROSITE ENGEGMENT
Conversion What about conversion in this landscape?
THE SALES FUNNEL: BLOGS INVESTMENT MARKETING STRATEGY FOR INSTITUTIONAL INVESTORS BLOG S Blogs tend to sit at the AWARENESS top and bottom of INTEREST the sales funnel – CONVERSION they don’t carry SALE/INVEST much conversion or sales power BLOG LOYALTY S Source: Savvy Investor, for illustrative purposes only
THE SALES FUNNEL: WHITE PAPERS AND IN-DEPTH REPORTS WHITE PAPERS AND IN-DEPTH REPORTS Due to their usefulness, and especially their AWARENESS influencing potential, INTEREST white papers and in- CONVERSION depth reports are SALE/INVEST well-placed across the entire sales funnel LOYALTY Source: Savvy Investor, for illustrative purposes only
WHEN? WHERE? WHAT? Test and Learn ● Conducting A/B tests or split tests will greatly improve your engagement rates, as you’ll start to see what your audience actually responds to. From slight copy tweaks to images vs graphics. Testing is a key way to refine your content POA. Find out how to set up here. Timing is everything ● Pre pandemic the ‘sweet spot’ for posting tended to be the morning commute h/e with little distinction between work and home we need to place even more attention to timing to ensure optimisation ● Tools such as Lategram are great means to analyse performance of content and pre schedule to peak times Forget the traditional editorial / content calendar and be innovative ● Content calendars need to go beyond the traditional days and/or trade events in our calendars. Think outside of the box and look at ways you can highjack non traditional ‘key moments in time’
GO TO TOOLS FOR CONTENT PLANNING & CREATION ● Lategram - visual marketing platform that allows you to plan, schedule, publish, and measure the results of your iand social media posts ● Monday.comContent Planner -This content calendar template maps out your company’s blog posts, social media posts, and web page content over a specific period. Every item on our content calendar is tied back to a goal like generating leads or driving traffic ● Canva - an easy-to-use, free graphic design software that allows you to create social media graphics with ease. No graphic design experience needed ● Unsplash-stock imagery that’s not stock imagery - this is a great tool to find free to use imagery that is stylised and specific to your market
STEP ASIDE LinkedIN... Clubhouse ● Clubhouse is an audio-only social media app launched in April 2020 ● Conversation is central to Clubhouse and they happen in two ways. Firstly, there are rooms. This is where groups of people meet and every room will have at least one person on the stage as a speaker and then others as listeners. ● ‘This app offers what every B2B marketer wants: a highly engaged audience who are interested in what you are talking about. Not only are Clubhouse users engaged on the topic, the average user is spending between 11 and 20 hours a week on the app’ - The drum, 03/21
KEY TAKEAWAYS IF YOU REMEMBER NOTHING –REMEMBER THIS: Change has Differentiate Hot topics Quality Get data-driven come yourself & shelf-life But is it here to stay? Don’t ask: ‘what The best sort of Focus on in-depth, Data allows you to Consider how should we do?’ content helps clients high quality content be dynamic. Feed coronavirus changed Do ask: ‘what aren’t to form their own that adds value over your strategy and your content our peers views on important the medium term – streamline where landscape, and doing/saying?’ or topics. Identify these and let it do the possible to prove which of these shifts ‘Why are we topics, and consider heavy lifting! ROI need to be different?’ how your insight will permanent help theirs
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