Speaker: Valeria Maltoni, Vice President, Digital Strategy, PM Digital

Guest Speakers include:

• Shannon Paul, VP & Social Media Strategist, Fifth Third Bancorp
• Marilyn Cox, Marketing Principal, Oracle

In this hands-on session, we will learn to:

• Use audience segmentation and linguistic analysis data to inform and quantify a cohesive content marketing strategy to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action
• Develop a content calendar to support a proper hierarchy of themes based on audience research and provide better internal governance and accountability across channels and divisions
• Close the gap in content development resources by enrolling Subject Matter Experts (SMEs) to contribute their expertise to marketing programs
• Extrapolate useful lessons from the specific strategies industry leaders are employing to grow their fan bases and build trust in their brands

What it takes:

How Fifth Third Bank used content marketing and digital media to help individual job seekers find work with Retweet to Reemploy - and enrolling influencers to spread the word in social media.

How Fifth Third Bank is using content marketing and digital media to help raise money for cancer research and attract new checking account customers. By asking if a checking account could help fund the fight against cancer, the bank found a new way to build relationships with consumers in a way that puts people and their stories front and center.

• Examine some of the unique regulatory obstacles the industry faces and the innovative tactics some FS brands are using to overcome those obstacles
• Track progress through a comprehensive measurement framework
• Get ready to do some work and get your content marketing strategy in order for you, the financial services marketer.

Financial Services Industry Lab sponsored by Fathom.