Comments on: 3 Reasons Marketers Must Become Publishers http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/ How to turn prospects into buyers with content marketing Tue, 20 Dec 2011 16:27:58 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Newt Barrett http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/comment-page-1/#comment-99 Newt Barrett Tue, 13 Nov 2007 16:17:13 +0000 http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/#comment-99 Scott, Thanks for the kind comments. As it happens, although I haven't written it up yet, Northern Trust Bank provides answers to your questions 1. They publish a very high-end magazine, Wealth, that goes to their very best customers. They have a sophisticated database that tells them pretty much everything they would want to know about assets, investment habits, hobbies, etc. They created the magazine based on a clear understanding of those customers. The magazine provides profiles of customers,solid advice on investments, estate planning, and many other topics that wealthy people find absorbing. 2. Northern Trust also publishes a targeted eNnewsletter for accountants, lawyers, and similar professionals who, in turn, can use that eNewsletter info to counsel their clients--who are also Northern Trust customers. They do all this based on smart use of database technology. 3. As to objectivity, for a bank like Northern Trust whose clientèle includes some of the smartest and wealthiest people on the planet, what they say in print and online had better be trustworthy. And, in the Internet age, word of bad, slanted information would quickly spread. Scott,
Thanks for the kind comments.
As it happens, although I haven’t written it up yet, Northern Trust Bank provides answers to your questions
1. They publish a very high-end magazine, Wealth, that goes to their very best customers. They have a sophisticated database that tells them pretty much everything they would want to know about assets, investment habits, hobbies, etc. They created the magazine based on a clear understanding of those customers. The magazine provides profiles of customers,solid advice on investments, estate planning, and many other topics that wealthy people find absorbing.
2. Northern Trust also publishes a targeted eNnewsletter for accountants, lawyers, and similar professionals who, in turn, can use that eNewsletter info to counsel their clients–who are also Northern Trust customers.
They do all this based on smart use of database technology.
3. As to objectivity, for a bank like Northern Trust whose clientèle includes some of the smartest and wealthiest people on the planet, what they say in print and online had better be trustworthy. And, in the Internet age, word of bad, slanted information would quickly spread.

]]> By: Content Marketing Today » 3 More Reasons Marketers Must Become Publishers http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/comment-page-1/#comment-95 Content Marketing Today » 3 More Reasons Marketers Must Become Publishers Mon, 12 Nov 2007 23:31:52 +0000 http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/#comment-95 [...] Click here to read about the other 3 reasons you must become publishers. Posted in Content Marketing, In Print, News, Online, Tips & Mini-Guides, Trends | digg | del.icio.us [...] [...] Click here to read about the other 3 reasons you must become publishers. Posted in Content Marketing, In Print, News, Online, Tips & Mini-Guides, Trends | digg | del.icio.us [...]

]]> By: Scott Frangos http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/comment-page-1/#comment-94 Scott Frangos Mon, 12 Nov 2007 20:36:05 +0000 http://contentmarketingtoday.com/2007/11/08/3-reasons-marketers-rely-less-on-faltering-media-companies-and-what-to-do-about-it-2/#comment-94 Hi Newt - Thanks for a thought-provoking article. Questions: * How would a bank, for example, convince peope that its business news offering was objective, and independent, like a newspaper might be? * How does "targeting your database with with focused content marketing efforts," actually play out? Any case studies? Thanks, Scott Hi Newt – Thanks for a thought-provoking article.

Questions:
* How would a bank, for example, convince peope that its business news offering was objective, and independent, like a newspaper might be?
* How does “targeting your database with with focused content marketing efforts,” actually play out? Any case studies?

Thanks, Scott

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