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Content Marketing World 2019 - Session Viewer

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Financial Services Forum: Drive Growth Through Human-Centric Content Marketing

Anna Hrach (Strategist, Convince & Convert)

Zontee Hou (Senior Strategist, Convince & Convert)

Allen Plummer (Head of Editorial & Creative Production, Vanguard)

Rachel Mann (Digital Engagement Team Lead, American Fidelity Assurance Company)

Location: Room 3

Date: Friday, September 6

Time: 10:00am - 3:00pm

Pass Type: All Access, Industry Forum/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Forum

Audience Level: All

Vault Recording: TBD

Audience Level: All

Eighty percent of your business comes from 20 percent of your customers, according to the Pareto principle. So in today’s ever-more competitive financial services marketplace, it’s absolutely essential that marketers cultivate brand loyalty and customer relevancy.


In this hands-on, interactive session, we explore how your company can leverage a human-centric content marketing approach that allows you to break through the noise and connect to your audiences (whether they are B2B and B2C), while also measuring the efficacy of your tactics by tying them back to key performance metrics that impact the bottom line.


Join Zontee Hou and Anna Hrach of Convince & Convert, the leading consultancy founded by Jay Baer, to start implementing frameworks and insights that will help you deepen your connections with your core audiences. Marketers from banks, investment firms, insurance companies, and beyond will also learn from their peers through exercises and collaboration.


We will also be joined by brand-side marketers from major financial industry brands who will share case studies and discuss the benefits, challenges, and successes of human-centric content marketing in the financial services industry.

TAKEAWAYS:

  • How human-centric content impacts brand perception and increases customer relevancy

  • A framework to map content on several dimensions to the customer journey

  • How to cut out industry jargon, while building thought leadership

  • Tools to connect KPIs with engagement and customer loyalty



FULL AGENDA:

10:00 AM – 10:15 AM Introductions & Overview

10:15 AM – 11:00 AM Human-Centric Content Marketing: How to Plan, Create, and Measure

11:00 AM – 11:10 AM Q&A

11:10 AM – 12:00PM Mapping the Customer Journey

12:00 PM – 12:45 PM Lunch

12:45 PM – 1:15 PM Case Study: Measuring the Impact of Human-Centric Language – Q&A with Allen Palmer

1:15 PM – 1:45 PM Case Study: Building From the Ground Up - Q&A with Rachel Mann

1:45 PM – 2:30 PM Exercise: Make Your Content More Human and More Valuable

2:30 PM – 2:45 PM Refreshment Break

2:45 PM – 3:00 PM Wrap-UP & All Speaker Q&A


Takeaway

  • How human-centric content impacts brand perception and increases customer relevancy

  • A framework to map content on several dimensions to the customer journey

  • How to cut out industry jargon, while building thought leadership

  • Tools to connect KPIs with engagement and customer loyalty