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Ambiguous content is a bad idea

By Anthony O’Brien for Professional Planner, 30 April, 2018

Content marketing has been king for several years now, as companies clamour to reach and engage with their target audience.

The ubiquity of content marketing has subsequently created a fierce debate about what represents content and what is real news.

I read with interest a recent university study of PR professionals in the US that demonstrated 64 per cent of survey respondents believe that, within five years, most people will not be able to tell the difference between paid content, such as an advertorial, and real news journalism.

In the era of fake news, the line has unquestionably been blurred, as content and traditional journalism jostle to reach as many eyeballs as possible.

Continue reading “Ambiguous content is a bad idea”

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The top marketers put solid expertise behind those zany campaigns

By  Published in Professional Planner, March 20, 2017

If you’re comfortable creating valuable content, images and strategy, and are skilled at recognising the latest trends, you may have the necessary talents for marketing your financial planning firm.

The reality, however, is that marketing, like financial planning, is a specialist skill that often involves years of education, training and work experience. If you don’t think you have what it takes, then it might be time to seek some marketing help, either internally or externally.
Continue reading “The top marketers put solid expertise behind those zany campaigns”

Don’t waste your content; leverage it to help your sales team

By Anthony O’Brien | Published in Professional Planner, March 13, 2017

Last week, I wrote about the value of measuring content marketing and how challenging it can be to track its effectiveness as a sales tool.

That said, it still has a role to play and for content to be effective it’s important that you take your sales team on the journey with you. If you fail to engage with your sales team, then it’s highly unlikely they’ll use the content to help them get in the front door with potential leads. Moreover, if your sales aren’t aligned with your marketing, it will cost you money.

Continue reading “Don’t waste your content; leverage it to help your sales team”

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