PropelGrowth

Financial Services Content Marketing and Content Strategy

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Thought Leadership Programs

Thought leadership is increasingly important for all players in the investment management and financial technology industries today. This is particularly true for boutique and medium-sized firms that lack the massive advertising and conference budgets of their larger competitors.

Recent research from LinkedIn and Edelman proves that thought leadership heavily influences the B2B buyers decision process.

How to Plan a Thought Leadership Program

Thought Leadership must start with strategy.

  1. Make sure you know your buyers
  2. Align your thought leadership plans with your overall marketing strategy.
  3. Determine your objectives for the thought leadership (e.g., build awareness, attract leads, build the pipeline).
  4. Select a topic that will help achieve the objective.

Use Every Part of the Buffalo

To be effective, you can’t just publish one or two commentaries or white papers and hope they get noticed. The best thought leadership is a series of thoughtful articles and papers in multiple media formats published consistently over time. Unless it’s carefully managed, this can get expensive.
So we’ve adopted a methodology we call “Using Every Part of the Buffalo” to create cost-effective thought leadership programs.

Read a white paper on creating a buffalo content program.

Why a Buffalo?

For hundreds of years, Native Americans on the plains of North America hunted buffalo as their main food source. They wasted nothing, using every part of the buffalo.

(Note for the language police…we know this is really a bison…but “buffalo” just sounds better!)

PropelGrowth has adapted this principle of “wasting nothing” to content marketing.

Creating high quality thought leadership content is challenging. We’re always working with limited budgets and limited resources, so we want to get the best possible use out of content creation process.

Learn to use every part of the buffalo in your marketing strategy.
PropelGrowth helps you to use every part of the buffalo with your thought leadership.

Buffalo Thought Leadership Programs

We created the Buffalo Content Program to help you get the most value from your content budget. A Buffalo Strategy turns the thought leadership content creation process into a goldmine of derivative content. Buffalo programs are generally used to:

  • Publish thought leadership on a specific subject on an ongoing basis.
  • Build awareness of an unrecognized need in a specific target market.
  • Position key subject matter experts as trusted advisors.
  • Attract media attention and coverage.
  • Generate early stage leads.
  • Influence buyers throughout their decision process.

Buffalo Programs are excellent for publishing content on 3rd party sites including influencer blogs and trade publications. This allows you to broaden your audience as they discover the content on 3rd party sites and click through to your site to get more information.

Buffalo Thought Leadership Program Deliverables

A Buffalo Program is a fixed price 1-year thought leadership program primarily for lead generation. It generally includes the following elements:

  • Research study – includes online research, interviews and quantitative survey
  • Research report or white paper
  • Derivative blog posts (12-24 articles)
  • Original articles for syndication on 3rd party sites (4-8 articles)
  • Webinar
  • Live event (such as a round table)
  • Email campaigns to promote each piece of content
  • Advertising and social campaigns
  • Press releases and media outreach campaign

The Buffalo Content Program provides marketers with sufficient content for 10-12 months of targeted lead generation campaigns. We also facilitate the publication, syndication, and promotion of this content, tracking its effectiveness on a monthly basis, and adapting the program as needed to improve outcomes.

Want to Learn More?
Schedule a consultation to talk about your B2B lead generation needs.
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