Everyone Has Content

By Ahmed Rosowsky

Throughout my years as a financial marketer, I've noticed that clients seem to have the same response when asked if they have a content promotion strategy - “We don’t have any content,”

My response to this invariably is “Of course you do.”

Every financial services company, large, small, or mid-sized, has a treasure trove of remarkable content. Win stories, descriptions of new offerings and research are just some examples of unique content. Once companies recognize this, the conversation changes from “if you have content” to “ how do I polish and promote my content.” I believe, the real question all along should have been-- “do you have a strategy for allocating time and effort to promote content?”

But where does one find this content?

Let's take an average-sized hedge fund for example. The fund already combs over data and builds research reports to measure and optimize performance. They then take that research and put it into materials for investor relations -- either to prospect or provide insights to relevant stakeholders. All those research reports and investor relations materials are fascinatingly insightful and valuable. They can be repurposed and used for promoting and building awareness for your brand.

Now, it is all well and good for us to have content, but how to get it out there?

Let’s use another example, yourself. Everyday, most of us scroll through, read and share the content that we care about on our social media feeds with our followers. The same principles can be applied to your firm,  and the newly discovered content lurking in your old research reports repository.

Then you might question the audience quality and brand perception of social media, and you’d be right.

That's why Harvest , is incredibly beneficial. It is a content engagement platform for the financial services industry. With HVST.com , you can align your business’s interests with those of your content promotion strategy, helping you reach your target audience, measure the results and optimize your outcomes.

So, before you say “we don’t have any content” consider all the communications you may have shared over the years, both internally and externally. Think about how much time you’ve spent this week scrolling through your social media feed--all the posts, tweets and images you’ve shared and retweeted. Now imagine your clients and prospects doing the same thing -- but this time, the materials they are sharing is the content you created. These things take time and effort,  but with modern technology and new tools.

It is easier than you think and today is always a great day to begin!