Rebalancing a financial marketing portfolio namar 7.2013
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Content Strategy Exchange July 17,
2013New York, NY
Rebalancing your marketing
portfolio with custom content
Bob Namar – Featured speaker
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Bob Namar
• Content creation
• Editorial services
• Internet marketing
• Marketing communications
• Social media
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Financial Services
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Other content developmentAdv/PR/Marketing
Agencies Other clients
Bozell
Poppe.com
Peppercom
Feury Image Group
Financial Executives
International
eFinancial
Careers.com
WorkHardDressRight.
com
Southlake Restoration
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CONTE
NT
PROSPECT
S
CUSTOME
RS
SALES
FORCE
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Rebalancing the marketing portfolio
with custom content
3 examples in
the world of
finance
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1. Fighting the Bull
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1. Fighting the Bull
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1. Fighting the Bull
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1. Fighting the Bull
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1. Fighting the Bull
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ML ADVISOR Magazine
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ML ADVISOR Magazine
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ML ADVISOR Magazine
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ML ADVISOR Magazine
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ML ADVISOR Magazine
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2. UBS - Taking a New View
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2. UBS - Taking a New View
FA
Weekly
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2. UBS - Taking a New View
FA
Weekly• 60 pages (or
more)
• 500 words/page
• 4 times a month
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2. UBS - Taking a New View
FA
Weekly• 60 pages (or
more)
• 500 words/page
• 4 times a month 120,000+
words/month
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2. UBS - Taking a New View
FA Weekly -
revised
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2. UBS - Taking a New View
Print or email, at FA option
FA Weekly -
revised
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2. UBS - Taking a New View
4 pages: Market news
New and
Important
UBS Viewpoints
CompliancePrint or email, at FA option
FA Weekly -
revised
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2. UBS - Taking a New View
4 pages: Market news
New and
Important
UBS Viewpoints
CompliancePrint or email, at FA option
FA Weekly -
revised
2,000
words
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2.1 UBS - Taking a New View
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2. UBS - Taking a New View
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2. UBS - Taking a New View
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2. UBS - Taking a New View
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2. UBS - Taking a New View
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3
0
Following ThemesSimplifying the message
Client
Theme
Protecting
Wealth
A framework to position investment and cash
management offerings
Retirement Income
& Lifestyle
Focus on retirement income as a springboard for
investing and lifestyle planning
Caring for
Others
Position services and
strategies to address
more complex needsTie-ins with
key
initiatives &
products
• Tax management
• Banking and liability management
• Insurance and annuities
• Asset allocation/IS tool set
• Concentrated stock strategies initiative
• Structured products, AI, IS
• Retirement Income Planning tool/launch
• Investing to sustain retirement income
• Annuities & insurance
• Mortgage re--launch
• Banking products
• FGA Launch
• Profiles of Giving
• Donor-advised funds
• Year-end planning
• Wealth transfer
• Tax management
Owner
Players
IS/TP
IS, TP, WMR, Banking
Wealth Planning
WP, IS, WMR
Wealth Planning
WP, WMR, TPP&S
InitiativesCard re-
engagement
Retire.
Season
IS Toolset Ret. Income
launch
FGA-G2 Mortgage
re-launch
- Profiles of
Giving Pilot
- Trust ready
Donor-
advised
FundsIn Focus Financial
Planning
Taxes Asset
Allocation
Structured
Products
Strategic
Financing
Retire.
Lifestyle
overview
Tools/
manage
cash flow
IS/ Liability
Driven Inv
Mortgage
re-launch
Annuities Giving &
wealth
transfer
Planning &
trusts
P&S
FeaturesRetire.
season
FGA –G2 Year-end
planningNat’l Sales
FocusRetire. Life
Events
Wealth
Transfer
Referral TBD TBD TBD TBD TBD TBD TBD TBD
FA
Mo
nth
ly
Feb. March April May June July August Sept. Oct. Nov. Dec. – Feb
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
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3. Morgan Stanley – Sources of
Strength
http://www.youtube.com/watch?v=Nf6r421BENI&feature=yout
u.be
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Need to Know
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Gatekeepin
g
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Obstruction
s
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Suggestion
s
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Repeatable
Actionab
le
No
Hype
Less
Rhetoric
Real Stories
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Rebalancing your marketing portfolio
with custom content
Content Strategy Exchange July 17, 2013
@Namar Bob NamarContent & Editorial
Consultant