In recent years we have seen some of the biggest success stories in the Branded content. Many come from the financial industry and financial services.
American Express, Bank of America, Barclays, Blackrock, Credit Suisse, Citi, iShares, Mint, Santander and Schwab are just a few of the financial services companies that are dedicated to delivering content with real value to an interested audience.
Of course, it makes perfect sense for financial services brands to create campaigns of content. In the right hands, financial topics have the power to entertain and fuel good discussion – you only have to look at the success of CNN Money or the Wall Street Journal to see it.
Financial journalism has always been dependent on industry experts, many of whom work in financial institutions, and financial brands have learned to use these experts in creating content campaigns.
In 2011, he created “OPENForum”, a site for sharing advice and knowledge between small and micro companies. With this, it attracts and empathizes with thousands of small business owners. “Exchange Advice.Make Smart Decisions” – https://www.slideshare.net/LImarketingsolutions/american-express-open-forum-case-study
In 2012 he created the digital magazine “The Financialist”. It is a magazine that addresses several themes, not always related to the financial sector. “What can in the online magazine offer to people who have everything?
Launched the “Sucessful Modern Entrepreneurship” campaign with The Times. To reach SMEs through tips, news and case studies, they started by creating a 4-page supplement as a newspaper. The idea evolved into an online hub (blogs, videos and live Q&As) and various events named “SME Summit”.
Bank of America
Launched the website “Better Money Habits” in collaboration with Khan Academy. The platform contains videos about credit, home purchase, financial literacy and budgeting. You're on your way to Better Money Habits.
Launched the “Digital Eagles” program to help consumers and the general public become digitally active. Created the campaign “Five Days, Five Skeptics” which aims to promote the Barclays Online app through the testimony of 5 tech resistant people who used it for 5 days. Created the subsite “Starting Your Own Business” on the institutional website (UK) to promote business accounts, giving tips for those who are starting their own business, including bureaucracy. At this point the content migrated to the main website.