Marketers must understand the overwhelming upsides of developing trust over the long-term. The brands, the companies, and the people we most trust are the very individuals and organizations that we turn to when we have a need.
Comprehensive tax reform in the United States remains a possibility for 2017 as Republicans on the House Ways and Means Committee meet this week to assemble their bill. Any changes to the tax code will have potential impacts for all Americans, and will be of direct importance to professionals working in the financial services sector. So as a content marketer in a financial services company, do you attempt to address the intricacies of the tax reform process or do you give it a wide berth?
Ray Dalio deserves credit for some wonderful content marketing just recently. Dalio, the founder of world-leading investor firm Bridgewater Associates, has been out and about promoting his new book (or not so new, depending on how you look at it) Principles. The striking thing is how well Dalio and his team have deployed content to really drive home the book's promotion.
Of the 300 respondents to the global annual survey by digital platform provider Kurtosys, 65% of asset managers expect to spend more on content marketing in the next year, describing it as their primary channel for generating traffic and new business. Fewer than 10% of respondents planned to spend less.