Feb 18, 2015
MPAF32 – Richard Taylor on why Content Marketing is Essential for Financial Services Businesses
You might have heard traditional marketing referred to as “interruption marketing”.
You might be watching a TV programme and just as the action gets exciting the ad break kicks in – thus interrupting your enjoyment of the show. Banner adverts on websites also count as interruptions.
Content marketing is different. It’s about producing helpful stuff, possibly blogs, audios, videos, infographics and other material that people actually look for.
Both interruption marketing and content marketing aim to generate sales but the latter is a consequence of the digital world where potential customers go looking for answers.
My guest today is a content marketing champion having worked with many financial services businesses helping them to develop content marketing strategies.
Hear Richard’s advice on how to develop a content marketing strategy. Listen how you can create customer personas, listen to their needs and then produce content that could attract them to do business with you.
That’s all right here in episode 32 of the Marketing Protection and Finance Podcast.
Who is Richard Taylor
Richard Taylor is an independent digital marketing consultant, specialising in content and marketing automation and social media.
I've worked with Richard for many years including digital and content projects during my time as Marketing Director at Bright Grey. He has been partly responsible for my continuing interest in content marketing and social media.
A little-known fact about Richard is that he used to make windsurfers and is now a keen sea kayaker.
Links and Show Notes.
For links to the books and apps mentioned by Richard, please visit http://rogeredwards.co.uk/mpaf for the show notes.
What is the Marketing Finance and Protection (MPAF) Podcast?
This is the Podcast for providers and advisers looking to share business ideas and inspiration in the world of protection and finance.
The MPAF Podcast is a 30 minute audio show you download from http://rogeredwards.co.uk/mpaf, iTunes or Stitcher Radio. Each week I’ll be interviewing financial services providers, advisers, experts and journalists.
Interviews to listen to in the car, on the train or on the treadmill.
I’ll be asking what we can do to make protection and finance more accessible to the consumer. We’ll talk about:
• Marketing, communications and propositions.
• Financial and protection products
• Interesting business models and campaigns
as well discussing how advisers can promote their own businesses using modern content and social media methods.
My aim is to make sure that you will get one or two big business ideas that you can apply to your own business. Whether it is a sales idea, advice idea, product tweak or simply an app that is worth looking at.
I’m your host, Roger Edwards. A Marketer for 25 years, ex-MD of Bright Grey and Scottish Provident, content and social media champion, I’m now in business to help your business.
Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes
Fancy Appearing on the Show?
Would you be interested in appearing on the MPAF Podcast? Are you working on a new proposition, campaign or a business model you want to talk about? Do you fancy drawing out some inspirational business and marketing ideas that MPAF listeners can take away to use in their own businesses. Do please contact me if you want to get involved. http://rogeredwards.co.uk