19/04/2016 A presentation by Caliber's Head of Content Marketing, Simon Bennison, to the Financial Services Forum. Delivering a clear content strategy differentiates the winners and losers in today’s noisy market place. How well do you deliver an multi-channel content experience to your clients?

1. HOW DO YOU PUT A PRICE
ON DIGITAL CONTENT?

2. YOU’VE HAD A ROUGH FEW
YEARS

3. BUT THINGS MAY BE ON THE
UP

4. Source: Edelman Trust Barometer 2016
Trust in financial services is increasing
40%
45%
50%
55%
60%
65%
70%
75%
80%
2012 2013 2014 2015 2016
Technology
Food & Beverage
Consumer Packaged Goods
Telecommunications
Automotive
Energy
Pharmaceutical
Financial Service
Financial Services
+8%
Automotive
-9%

5. YOU’VE INVESTED A LOT OF
MONEY IN PAID MEDIA

6. U.S. Online Ad Spending, by Industry, in Billions
2011 2012 2013 2014 2015
Retail $ 6.78 $ 8.10 $ 9.12 $ 10.12 $ 11.08
Financial Services $ 3.72 $ 4.28 $ 4.70 $ 5.13 $ 5.54
Telecom $ 3.62 $ 3.84 $ 4.15 $ 4.40 $ 4.57
Automotive $ 3.47 $ 4.16 $ 4.78 $ 5.43 $ 5.97
FMCG $ 2.46 $ 3.17 $ 3.78 $ 4.34 $ 4.95
Source: eMarketer

7. BUT THE COST IS GOING UP

8. Source: Search Engine Watch
The most expensive keyword in the UK
Average Cost Per Click on Google AdWords

10. SO YOU NEED OWNED AND
EARNED MEDIA TO WORK
HARDER FOR YOU

11. BUT IT’S HARDER TO MEASURE

12. AND EASIER TO PRICE
GOOD THAN GREAT

13. GOOD MIGHT MEAN £20,000
YOU’LL NEVER SEE AGAIN

14. GREAT CAMPAIGNS
REQUIRE A PURPOSE AND
GENERATE A RETURN

15. HOW DO YOU GET TO
GREAT?

16. BOOK BY RICHARD RUMLET

17. The Kernel of Good Strategy
1. A diagnosis of the nature of the challenge
2. A guiding-policy to deal with the challenge
3. A set of coherent actions to carry out the guiding policy

18. Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content.
To attract and retain a clearly-defined audience and,
ultimately, to drive profitable customer action.
Content Marketing Institute

19. DON’T LET SHORT-TERM
THINKING KILL
LONG-TERM SUCCESS

23. State of Payments
• Interactive annual report
• Responsive design
• Visits up 214%
• 15% share rate

24. Name Our Plane
• 1.1 million sessions
• 31,000 entries
• 500,000 votes
• 94 links
• £128k of news coverage

25. HYGIENE CONTENT
SEO is vital to performance
LANDING
PAGE 3
LANDING
PAGE 2
Hygiene / Hub / Hero Strategy
HUB CONTENT
Engagement is everything
HERO CONTENT
Impacts higher up the funnel
BLOG
CAMPAIGN
LANDING
PAGE 1
ALL CONTENT
SUPPORTS EACH OHER
IN A ROUNDED
CAMPAIGN

26. START WITH THE
CUSTOMER

27. Where are they in their journey?
See
Think
Do
Care
From Avinash Kaushik’s Model

28. The right content at the right time
Stage
Largest addressable
audience of:
The role of brand and
content:
See
People with money to
invest
Help people LEARN
Care
People who bank with
you and would
recommend you
Help people ENJOY
Think
People thinking about
starting a business
Help people CHOOSE
Do
People looking for
financial support to start
a business
Help people BUY
LOW INTENT
HIGH VOLUME
INCREASING INTENT HIGH INTENT
MEDIUM VOLUME
LOW VOLUME
HIGH ADVOCACY
LOW VOLUME
From Avinash Kaushik’s Model

29. Measured by what it can realistically achieve
See Think Do Care
Links Time on site Transactions Social Shares
Traffic Bounce rate Revenue Social Followers
New visitors Add to basket Purchase Returning visitors
Referrals Click through rate Enter competition Visitor loyalty
Impressions Page depth Email sign up
Views User action event
Campaign mentions Conversion rate

32. THANK YOU
Simon Bennison
Head of Content Marketing
Caliber
Tw: @simonbennison
E: simon.bennison@caliberi.com
Li: /simonbennison