Caveat: remains to be seen whether many of those capital markets Alpha-types are prepared to put themselves out there with the suggested approaches (e.g. blogs); after all, financial industry regulators zero in on all that are outspoken in an effort to catch them saying/writing something that runs afoul of the regs.
That said, what was said by Propel Growth actually pertains to any company that aspires to be recognized as a leader among peers in a competitive space. This blogger would argue the rules below will help you swim in blue oceans (just make sure you take out cruise insurance!)
Content marketing is about creating educational content that helps your prospective customers understand their business problems, gain a vision of how to solve the problem, and build a business case to get internal buy-in. This content can take the form of whitepapers, blog posts, live events or video. As you provide the prospect with high quality content – information that they can rely on to steer their decisions, you’ll gain their trust and have a significant influence over the buying decision. To quote Ardath Albee, author of eMarketing Strategies for the Complex Sale, “Publishing compelling content builds credibility.” This credibility is what gives you competitive advantage.
High-quality content, strategically placed, that is found by prospects who are looking for it and as a result, are ready to engage with you. (talk about warm leads!). According to inbound marketing specialist HubSpot, “72% of companies who blog weekly have acquired customers through their blog.” As a new form of lead generation, inbound marketing is bringing in revenue for companies who have really dug in and focused on sharpening their marketing strategy.
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