Counting Down: 3 Opportunities for Finance Brands
As we countdown to our upcoming summit, Future of Finance Marketing, we’ll be sharing pre-show interviews with our speakers and partners — real talk from people in the trenches (coming up).
To kick us off today, let’s look at the strategies driving results for finance brands ready to invest.
Culture is faster than ever. What worked last quarter might not work today.
It’s important not to get stuck in pre-pandemic thinking. Pre-ChatGPT daydreams. Pre-everything that's about to hit us in 2025.
There are three big opportunity areas right now.
1. UGC That Doesn't Suck
No one is posting TikToks about their mortgage refinancing. Shocking. But smart brands are building UGC systems. UGC is no longer a waiting game (hoping for content to happen). It’s a manufacturing line.
Your first order of business? Discover and work with micro-influencers, customer communities, and creators/actors. The magic? It's not about production value. Video shot on your iPhone in someone's kitchen can outperform a $50K agency production. Get the research and insights to know what your audience wants.
2. Owned Media Worth Reading
Newsletters, podcasts, and video series are the quiet content engines steadily becoming consumer favorites. Audiences want more content that feels personal, tailored, and relevant. And these owned media plays fit like a glove. They’re a triple threat of trust building, longer format, and first-party data builders.
YouTube is bigger than Netflix, podcasts are growing globally, and Substack’s continued growth has spawned an industry of newsletter solutions. The catch? Success here requires a higher level of talent and iteration than ever before. You need the right people with the right resources to back up these investments. Set it and forget it is no longer an option.
We have to ruthlessly stop being mediocre at everything.
3. Thought Leadership That's Not LinkedIn Cringe
“Thought leadership” should be more than formulaic CEO announcements and corporate messaging.
Successful thought leadership showcases personality, highlights talented individuals, and fosters audience trust. It requires creating a system that enables your smartest people to share insights without sounding like AI-generated LinkedIn posts.
Get your analysts talking shop. Show your product teams solving real problems. Make it human. Imperfect is fine as long as you iterate. Make it real.
Consistency > Perfection.
The Summit
The Future of Finance Marketing Summit took place Feb. 11-12, 2025. Get On-Demand access here.
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