Originally published on www.FinancialServicesMarketing.com CONTENT IS KING: For financial services companies, the need for quality content has never been greater.Content is king. But it’s also killer. That message was heard loud and clear last week, when I presented at The Future of Financial Services Communications: Case Studies and Round Tables.Afterward in a series of round tables, we heard time again from marketing and communications professionals inside the ranks of financial services companies that while the need for content has never been greater, their enterprises have been slow to create the systems and infrastructure necessary to write and produce this material.
Something about it just didn't ring true. Charlie Rose's hyperbolic promos for "60 Minutes" during CBS' NFL game. Jeff Bezos' boyish grin as he seemingly entices Charlie to peer into the future. Amazon's hastily staged, so-called R&D room, and a clumsily produced animated video that failed to convince.But in the end, this week’s "60 Minutes" unveil of Amazon’s proposed new drone home delivery service resulted in one of the biggest PR coups of the early holiday shopping season.
The guy I just media trained is among the smartest people I have ever met. A Harvard-trained physician who is brilliant, and understands medicine and biology at the molecular level. Yet, when it comes to telling his story -- simply and succinctly, he struggles. His challenge is his own intelligence. He knows all the facts and figures behind each of his assertions. He’s grounded on science and datum and small, important matters that make a difference in his world but only confound broader audiences.