Richard Taylor on why Content Marketing is Essential for Financial Services Businesses – MPAF32

You might have heard traditional marketing referred to as “interruption marketing”.

You might be watching a TV programme and just as the action gets exciting the ad break kicks in – thus interrupting your enjoyment of the show. Banner adverts on websites also count as interruptions.

Content marketing is different. It’s about producing helpful stuff, possibly blogs, audios, videos, infographics and other material that people actually look for.

Both interruption marketing and content marketing aim to generate sales but the latter is a consequence of the digital world where potential customers go looking for answers.

My guest today is a content marketing champion having worked with many financial services businesses helping them to develop content marketing strategies.

Hear Richard’s advice on how to develop a content marketing strategy. Listen to how you can create customer personas, listen to their needs and then produce content that could attract them to do business with you.

That’s all right here in episode 32 of the Marketing Protection and Finance Podcast.

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Who is Richard Taylor

Richard Taylor is an independent digital marketing consultant, specialising in content and marketing automation and social media.

I’ve worked with Richard for many years including digital and content projects during my time as Marketing Director at Bright Grey. He has been partly responsible for my continuing interest in content marketing and social media.

A little-known fact about Richard is that he used to make windsurfers and is now a keen sea kayaker.

Things Richard and I discussed:

• Boiler Juice – The UK’s Number One Heating Oil supplier. Yes, we really did talk about this!

Richard’s Favourite Apps:

• Spotify
• Evernote

Richard’s Contact links:

• Connect with Richard on LinkedIn: Richard Taylor
• Follow Richard on Twitter: @wrpt
• Richard’s Website: www.taylorpartners.co.uk

Richard’s favourite books:

Permission Marketing by Seth Godin.

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