In the more traditional confines of Corporate & Investment Banking, where personal relationships still predominate, how can content marketing be used effectively not only to build brand awareness, strengthen loyalty and enhance client contacts, but also demonstrate that marketing is not just about sponsorship and events. Engaging C-suite audiences who are unlikely to visit Bank websites or do search is a significant challenge with commensurate rewards. We look at lessons from other sectors who have a track record of success as well as addressing the main issue of putting Content at the heart of your marketing strategy.
Caspian Woods, Chairman, Editions Financial
Caspian Woods has worked as a content marketing strategist for a number of global financial brands across wealth, asset management and banking. He is founder of Editions Financial, the UK’s only dedicated financial content marketing agency, which was acquired by Communisis plc in 2013. He is author of a number of business books published by the Financial Times and contributing editor of Chartered Banker magazine and Argent