Agility is not an attribute commonly associated with financial services firms and their content strategy, but given the velocity of today’s digital changes, marketers need to focus on it.
The ability to pivot, reimagine content strategy and change the conversation is imperative, given world events.
It is unlikely that any wealth management firm or bank had COVID-19 on the content calendar, but the topic has consumed the mindshare of their audiences to a degree not seen before.
During the financial crisis of 2008, social media was still in an embryonic state. Nothing we saw in social media in 2008 can compare to what we’re seeing with respect to COVID-19 and 2020.
Today, marketers can know so much more about how their social media content is performing. “Big data can now provide an analysis that informs content strategy down to the level of keywords.
The metrics and analytics we have available today can help financial services firms align with the content their audiences want to consume,” says Mike Orr, Co-Founder at Grapevine6, a Toronto-based content engagement platform company (and partner of The Rudin Group.)
In other words, marketers no longer have to guess about what might resonate with their audiences.
A recent analysis by Grapevine6 revealed that 90% of articles shared most by its users over the past 10 weeks have been COVID-19-related. That’s a staggering number.
While the virus was a driver of conversation in just 3% of conversations from Jan. 20-Feb. 2, that number spiked to 90% from March 16 to March 29, just two weeks later.
Human beings have had to adjust to new ways of living and working just as quickly. Not equipped to work from home? Figure it out. Not ready to work from home? Think again. It’s amazing what we humans can do when we have no choice.
Digital selling and social media content marketing are no longer nice-to-haves. They are pivotal to business survival.
With respect to your firm’s content strategy, it’s important to ask yourself these three questions:
1. What are your clients talking about on social media, and if they are talking about your brand, what are they saying?
2. How has the current crisis impacted the time your clients spend online, and have you looked at that closely without making assumptions?
3. When will people begin to share and read content unrelated to COVID-19, and when that moment arrives, will your content strategy be ready?