Business Director Chimney Group Australia
1. Painting the big picture
Digital is certainly the new media focus for many financial services players. Anywhere where a person spends up to 8hrs a day on a platform such as the internet must be where you direct the majority of your marketing. Moving away from more traditional and expensive above-the-line campaigns and tilting towards digital content marketing allows for tactical and highly measurable programs. Diverging from those direct response/acquisition strategies however requires businesses to recalibrate their expectations in regards to the immediacy of ROI, and to understand that content is a long-term, slow burn brand and acquisition strategy.
2. How do you define moving content?
For our team at Chimney, delving into the world of content is always an exciting one. Energized by the idea of using authentic storytelling in longer form, video formats, supported by editorial and other visual media and platforms, mean greater creative control. Strategically too this new landscape is fascinating in terms of understanding consumers, their life stages, and behaviors in order to design seamless customer journeys that both engage and educate.
3. Content goals are just the beginning
Content is obviously not just about engaging audiences, but a new call to action that resonates with your target market. Armed with your business objectives we provide our clients with a clear set of objectives around wealth categories and together we work through translating these into a content program that could help prove the ROI business case and strategy.
4. Breaking habits
It’s important to position moving content towards consumer needs rather than the product sell and to move away from talking about the dull necessities, like super and insurance, to more aspirational stories of advice, preparation, and success.
5. Small scale videos are better than one TV ad
Instead of putting hundreds of thousands of dollars into one TVC, Chimney recommends a smaller-scale series of videos with really high production values—beautifully shot stories resonate with your key audiences and are proven to convert to greater engagement rates.
6. Data and analytics are key—especially if you don’t have them
In traditional marketing, you can more easily demonstrate ROI but with content there’s often no immediate analytics to definitively show trends in a customer journey. You’ve got to really make sure you have as much data as possible so you can continually optimise both the storytelling and your media distribution choices.
7. UX should be part of content strategy
UX undoubtedly is important in the content game. Designing customer journeys based on sound customer insights and data is key. Engaging a consumer is one thing, taking them on a journey of education, consideration and ultimately purchase is another. UX needs to constantly address where a consumer is in terms of their goal, their research process, the type of information they need, and how to best serve them that next content piece that provides answers and clear call to actions to provide them with a product solution.
8. It’s the story that matters
Whether you’re distributing digital content via owned, native or social platforms, your content needs to tap into a key consumer insight, need, life stage, or want. It needs to be interesting, has to have a point of difference and tell a story that people can empathize with. If you don’t have that it will fail. The content challenge now is utilizing valuable insights and storytelling through video, infographics and meaningful customer journeys that help them make informed decisions.
9. How Can You Take Action
The commitment phase of taking action to start implementing your moving content strategy is always the most difficult—where do you start? The first step we always recommend here at Chimney is to start up a conversation with us. Outline your objectives, key services, your USPs, your weaknesses and let us devise an initial content plan so you can see what it may look like. You will see that once your content plan is laid out before you the sudden emergence of more ideas that will proliferate your mind will be energizing and before you know it you would have the bare bones of your first moving content execution ready to roll into production.