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by Emerson Welch  |  January 19, 2024

Why a Mature Content Process is Crucial for Financial Services Customer Retention & Acquisition – And Practical Tips to Implement One

 It’s an Omnichannel Publishing World

We all know the role content plays in supporting financial services business growth. It is arguably the most crucial engagement asset that can grow an existing customer relationship and turn a prospect into a paying customer. For financial services enterprises, creating relevant, personalized and engaging content can raise brand awareness, increase investor engagement and deliver a positive impact to the business’s bottom line.

However, many organizations across multiple industries are at different content maturity levels, facing content complexities such as inefficient content workflows, difficulty finding and reusing the most accurate, up to date information, and understanding how published content is performing. For financial services organizations, they can’t afford to not look at their content ecosystem, as a poor process not only leads to content inaccuracies and inefficiencies but also make your institution vulnerable to compliance issues and costly regulatory fines that impact your reputation and customer trust.

For the financial services marketers directly involved in creating and publishing content, many develop content within a disjointed operations ecosystem and do not know if their published content is of value to the designated recipient. In short, they have no insight into how their content is performing. This is why more than 50% of financial services marketers say they plan to invest in maturing their content performance effectiveness during the next year, according to Forrester’s Marketing Survey, 2023.

We recently hosted a webinar now available on BrightTALK – Why a Mature Content Plan is Crucial to Financial Services Customer Acquisition. Our guest speaker Lisa Gately, Principal Analyst with Forrester, discussed the struggles financial services marketers face in producing valuable content and provided actionable advice to enhance their content ecosystem that will instill much needed trust that the intended audiences are engaging with the content.

Lisa explained that a mature content plan is one that mitigates content waste and makes it easy to find the right content components to meet the needs of target audiences, reuse them, measure the results, and iterate based on content performance. A few eyebrow raising comments we learned from Lisa include:

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  • “Metadata is the key to the kingdom and a way to fuel better engagement so that you uncover opportunities to go after new customers and identify cross-selling opportunities.”

  • “Many financial services marketers are managing content in multiple repositories, making content hard to find. In many cases, they don’t know about all the content that exists or if content is being used as intended.”

  • “Less than 25% of organizations use a universal taxonomy and only 10% rate themselves as having the advanced skillset to manage the content they have and derive insights to know what content is actually working.”

  • “Less than half of marketers aren’t using a modular approach where content components are categorized and easy to find. Instead, many struggle with “content waste” due to challenges with findability, quality, relevance, and customization.”

Throughout the discussion, Lisa went on to peel back the layers on the three key areas that financial services marketing teams can and should address now as it will get them on a path to content maturity. These include:

  1. Look at your taxonomy. Taxonomy is about how you organize and categorize your content. It’s important to categorize content based on specific keywords, topics or characteristics, making your content more discoverable and easier to navigate among internal and external stakeholders. It helps you when deploying automation technology so that your team can use different systems to share, promote and reuse content more effectively. Additionally, it has an essential role in content analytics, so that you know what content is being used, by which audience, and can make smart content reuse decisions.

  2. Align on your metadata strategy. Metadata is used to help your stakeholders search, sort and filter through content to find what they want and fast. It’s all about the tagging. Too much tagging makes it harder for stakeholders to find what they want. Work together and adopt tagging “best practices” that ensures teams are aligned on keywords and how to best categorize individual assets for optimal search results and content value delivery.

  3. Adopt a daily process of curation. Curation is about ensuring the content taxonomy, metadata and tagging process is a daily practice across all functional areas. Designate a lead curator that is passionate, understands why this is so important and can bring together a cross-functional team. Having a lead curator will help uplevel the team skillset so everyone can support personalization and is committed to delivering on the goals of your content to support the customer journey.

Quark has a long history in delivering tools that help financial services organizations and enterprises across multiple industries – modernize their content operations infrastructure to fuel content team collaboration success and ensure your enterprise content addresses the needs of stakeholders. Quark Publishing Platform NextGen automates all of the complex content management processes so organizations in any industry can achieve their most important objectives – from digital transformation and customer satisfaction to regulatory compliance and revenue growth. Deep investments in AI enable enterprises to automate key areas of the content lifecycle journey: from accurate creation, collaboration, and assembly to the power of delivering personalized, compliance-controlled content and knowing how that content is consumed.

Watch Why a Mature Content Plan is Crucial to Financial Services Customer Acquisition to learn how to adopt a successful taxonomy, metadata and tagging practice that makes it easy to find content and understand if content delivered supports your business goals.

To learn more about Quark Publishing Platform NextGen, you can request a demo .

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