Banking on Digital Growth
Banking on Digital Growth

Episode · 7 months ago

97) #InsideDigitalGrowth - Thought Leadership: Differentiate w/ Content Marketing


Today I’m answering a question from Sheila, a content and communication professional at an East-Coast financial brand:

What’s the difference between content marketing and thought leadership?

Well, the first thing you need to understand is that all thought leadership is content marketing, but not all content marketing is thought leadership.

In this episode, I break down all you need to know about thought leadership.

Check out these resources we mentioned during the podcast:

- Alec Hanson

- Casey Crawford

You can find this interview and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Banking on Digital Growth in your favorite podcast player.

It is thought leadership that willempower you to differentiate your financial brand as the subject matterexpert in the communities that you serve, Sheila ask is there a differencebetween thought leadership and content marketing? That's a great questionSheila and one that I look forward to answering for you on today's episode ofBanking on Digital Growth. Mm. Mhm. You're listening to Banking on digitalgrowth With James robert lay a podcast that empowers financial brand marketing,sales and leadership teams to maximize their digital growth potential bygenerating 10 times more loans and deposits. Today's episode is part ofthe inside digital growth series where James robert shares, answers to some ofthe biggest digital marketing and sales questions he gets from the digitalgrowth community. Have a question you want to get answers to on a futureepisode visit www dot go ask jr dot com to submit your question today. Nowlet's go inside digital growth greetings and hello, thank you fortuning into the 97th episode of the Banking on digital Growth podcast,where I James robert lay your digital anthropologists and coach guide youalong your digital growth journey as you commit to guide people beyond theirfinancial stress towards a bigger, better and brighter future. Today'sepisode is part of the Inside Digital Growth series and I'll be answering aquestion from Sheila, a content and communication professional at afinancial brand on the East Coast. Once again, Sheila ask is there a differencebetween thought leadership and content marketing? Well, first off Sheila,content marketing is exactly what it sounds like. You produce content, forexample, blog posts, videos, images,... media, post podcast even. Andthat content is going to contain the messages that you want to communicateto your ideal market segment. Now, we defined content marketing here at theDigital Growth Institute as well defined systems and processes thatposition a financial brand as the expert within the communities thatfinancial brand serves to work towards three specific goals number one, toattract the right people, number two to capture and nurture relationshipsonline, specifically digitally, And the number three to create value for thefinancial brand by creating value for the right people that the financialbrand is nurturing relationships through this content to ultimatelyconvert those leads into loans and deposits. Now, this is not done byusing content. Once again, what is content, blog articles, videos, images, socialmedia, post, podcast. This is not done by producing and promoting content thatpromotes the same commoditized products and services. The look alike laundrylist of bullet features that every other financial brand is promoting anoffering. This is done by positioning...

...the financial brand as the premierexpert in the communities that the financial brand serves. And it's thislast point of positioning around expertise or of banking on expertise,if you will. This is where thought leadership comes into play as ThoughtLeadership is established through the production and promotion of insightful,compelling content. That brings something new, brings something ofvalue to the audience. Thought leadership is in fact part of a contentmarketing strategy and can be used to establish expertise and spotlight yourfinancial brand as the leader in your community. Put that another way.Content marketing can be independent of thought leadership, but thoughtLeadership is dependent upon content marketing. And Thought Leadership willrequire some type of research around a particular topic or subject area. So,for example, buying a home and more specifically buying a home in yourlocal community. I think this is where there's an opportunity to build somedeeper level. Local community expertise are starting a business in your state,doing some research around the local market. What are some of the questions?What are some of the concerns? What are some of the pain points that peoplefeel and experience when doing X, Y or Z. Buying a home, starting a business,buying a car, getting married on the...

...flip side where the opportunities,where are the trends? What are the patterns, what are the hopes and dreamsthat people have in these stages of life? And then you use this researchwhich research at its root should be framed around pattern matching. Usethis research to craft your thought leadership and use the thought leadership toposition yourself your financial brand as the expert linder for smallbusinesses in the Houston market, as the expert home lender in the floridamarket. All of this thought leadership that you gain from the research thatyou do, and more importantly, from the insights you share. That's what youpackage up through the content that you produce and promote the videos, thepodcast, the articles than the articles more specifically optimized for local S.E. O. Search and then can be shared and distributed even further via socialmedia post. That can be boosted and optimized and also can be utilized toshare from internal team members to help build up their own personal brands and for thought leadership to be asuccess, you're going to have to commit to go all in on consumer personas. Thisis why I think so many financial brands struggle with content marketing yetalone thought leadership because they have not planted a flag in the groundinto who the personas that they are going to go all in on in the firstplace and going all in on consumer...

...personas is an acronym A. L. L. Andthen you can add another at the end if you want. The first A. Is simply askingasking questions. That's your research. The number two is just listening,listening to what people have to say. And there's a lot that can be done and learned and gained by asking andlistening. That brings us to the second L, which is learning and then and onlythen you can come to the final L, which is to launch content framed aroundanswering the questions that people have, technology has transformed ourworld and digital has changed the way consumers shop for and buy financialservices forever. Now consumers make purchase decisions long before theywalk into a branch. If they walk into a branch at all, but your financial brandstill wants to grow loans and deposits, we get it. Digital growth can feelconfusing, frustrating and overwhelming for any financial brand marketing andsales leader, but it doesn't have to because James robert wrote the bookthat guides you every step of the way along your digital growth journey,visit www dot digital growth dot com to get a preview of his best selling book,banking on digital growth or order a copy right now for you and your teamfrom amazon Inside you'll find a strategic marketing manifesto that waswritten to transform financial brands and it is packed full of practical andproven insights. You can start using today to confidently generate 10 timesmore loans and deposits now back to the show and on this idea of going all inasking, listening and learning and then you launch your content, not the otherway around because I see a lot of financial brands just launching content,producing content and it's not framed around any specific questions orconcerns or if it is, it's a very broad...

...sense. I highly recommend listening tothe conversation that I had with Marcus Sheraton, An episode # 83 where heunpacks a very good framework that he shared in his book. They ask you answeralso when thinking about thought leadership. This plays very closely andI mentioned this before. Thought leadership plays very closely withbuilding a personal brand and this has been a recurring theme on this podcastand and I'm having to wonder why is is this the next level up for financialbrands to maximize their digital growth potential is thought leadership whencombined with a personal brand, the way to humanize digital experiences? Ithink so, and and we're going to continue to dive deeper into this areaof focus this area of studying this area of research here Over the next 12months, because I think I really do believe that there is something justwaiting to come out at a larger scale here. And I touched on this in bankingon digital growth a bit with this idea of establishing a snag at yourfinancial brand. A snag being a social media advocacy group as part of acontent marketing strategy, more from a distribution standpoint. But we reallydidn't touch on this idea of building a personal brand and banking on digitalgrowth. And I really, it's something that I feel that we could probably divedeep and build a whole book and strategy around for financial brands.And if you're listening and you wanted to have that conversation, please doreach out to me because, like I said, it's one that we're going to continueto To do some more study around here over the next 12-18 months. But comingback to thought leadership, playing very closely with a personal brand.This is where linkedin will come into... as linkedin is a great B two Bopportunity rooted in thought leadership to build the brand of yourfinancial brand experts, your business development officers, your businesslenders, for example, even financial planners. But I'm also seeing a playfor linked in with other product lines, including mortgage, for example,Jennifer Beeston, she is a nationally known mortgage originator. She rankednumber 45th in the nation by national mortgage nudes. She just crossed 20,000subscribers on YouTube. She has another 10,000 people following her onInstagram. Another 10,000 plus following her a linked in another 7000following her on Twitter. And so this puts her total audience, people thathave subscribed to her content that is subscribed to her thought leadershipMore than 50,000 people. Why? Because jennifer's mortgage content is designedTo do one thing to help make the mortgage process easy for people tounderstand was zero stress. And it is really interesting to watch theengagement she is getting with her thought leadership video. The videocontent that she is sharing, framed around mortgages specifically on linkedin her Youtube videos have also been viewed More than 4.5 million times injust four years. And the reason that she's been successful with this contentwith her videos with her thought leadership is because it's not focusedon jennifer, it's not about her,...

...jennifer is focused on answering thequestions, the concerns that others have to ease the pains that othersmight feel about buying a home, about the mortgage process itself, which weall know is so very complicated. And when I think about Jennifer, I knowI am not 100% confident that you could do the same at your financial brand,for your financial brand, whether that be you or someone else, building apersonal brand framed around thought leadership. And here's the thing withthat leadership one plus one begins to equal 10 because there's an exponentialfactor to content production and promotion digitally. This is alsosomething that I've seen the Movement mortgage team do, I've also seen theloan depot team do as well as they have been focused on not only educatingothers will call them consumers in the marketplace, but they've been focusedon educating and empowering their team members in this area and this areaspecifically around building thought leadership and personal brands. And Ihighly recommend that you follow along the works of alec Hanson at Lone Depoton Youtube, he's also on facebook, he's on linkedin as well as well as CaseyCrawford who's the Ceo over at movement mortgage. And I think it's important tonote Casey because he is the Ceo he is leading by example and he has done atremendous job of leading with video content of leading with socialengagement for his team. And that's the key lesson here when it comes tothought leadership. When it comes to content. When it comes to buildingpersonal brands. Marketing must educate. Marketing must empower other teammembers for this idea of thought leadership of personal brands to be anactivity of success specifically for lenders and quote unquote sells peoplewho aren't comfortable operating and a...

...medium like this. In fact, when wethink about future growth, future growth requires the alignment betweenmarketing and sells to work together and what better way to jump start thisjourney than with an activity framed around thought leadership and personalbrand building of ceos of loan officers of branch manager of businessdevelopment teams. Carrie Anne Benton Stimpson. She actually shared insightson this subject in episode # 62, putting love and respect back intobanking and as I mentioned before, these conversations have come up timeand time again. Including episode # 80. Thought leadership has earned throughpowerful content with double dug Wilbur. Episode # 70 Building a personal brandmeans investing in yourself with Greg Martin, An episode # 51 humanizing thedigital experience with J. Paultre. All of these conversations come back tothis consistent theme that we've been hearing which is why I'm referencingthem today. When I think about your question Sheila, what's the differencebetween content marketing and thought leadership? Thought leadership is apart of content marketing. It is thought leadership that will empoweryou to differentiate your financial brand as the subject matter expert inthe communities that you serve to go beyond the commoditized promotion ofgreat rates. An amazing service. Thought leadership is what will empoweryou and your financial brand to help first And to sell two as we wrap uptoday's episode that has been part of the inside digital growth series. Ifyou have a question like Sheila, I want to hear from you because I want to helpyou maximize your digital growth potential. Text me your question to4155793004 and I will answer it for you...

...and an upcoming podcast episode. Andremember the only bad question is the question that goes unasked until nexttime and as always be well do good and make your bed. Thank you for listeningto another episode of banking on digital growth with James robert ley.Like what you hear, tell a friend about the podcast and leave us a review onapple podcasts, google podcasts or Spotify and subscribe. While you'rethere. To get even more practical improvement insights visit www dotdigital growth dot com to grab a preview of James roberts, best sellingbook banking on digital growth or order a copy right now for you and your teamfrom amazon inside you'll find a strategic marketing and sales blueprintframed around 12 key areas of focus that empower you to confidentlygenerate 10 times more loans and deposits until next time. Be well anddo good.

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