Content Marketing Today

They are blowing their chance to retain me as a customer.

Don't get me wrong.  I love XM radio. What I love most is being able to listen to music and information channels that I really enjoy.  Conversely, I don't have to listen to anything I hate.  That's why satellite radio is such a threat to old-fashioned radio. 

However, since there are other musical choices, XM needs to remind me why I should listen more regularly than I do.  Their eNewsletter could be the perfect retention vehicle, but it's not.  Here's what they doing wrong.

They have forgotten all the lessons they learned when they created the satellite service.  It's obvious from the eNewsletter that I'm receiving a copy that is identical to what all the rest of their millions of subscribers receive. 

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Northern's implementation mirrors the excellence of their customer care and understanding.

The Northern Trust folks have always been good marketers--particularly when it came to in-person events and community involvement. For example, each year they bring in their top investment professionals to present their best investment advice to capacity client crowds. They also provide custom events for the wealth advisors who look after their clients.

Their people-to-people focus accurately reflects the way that they care for their clients--and the in-depth knowledge they are willing and able to convey. But it's not all about the money. In fact, each year they host hundreds of their clients on wonderfully unique vacation trips all over the world. Sometimes, a client’s just got to have fun.

Applying Client Understanding to a Content Marketing Strategy

Recently, the company began to extend the reach and quality of its content to print and online products. In fact, in their presentations to financial analysts Northern Trust discusses their fully integrated marketing program, as the slide above shows. Then as now, their people-to-people implementation of content marketing reinforces already strong relationships. Today, the bank has taken content marketing to the next level--in person, in print, and online.

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Perfectly Targeted Content for its Readers

If you've ever written a book or thought seriously about writing a book,you may have some idea of how daunting the process can be. Of course,the writing itself is difficult enough---as my co-author Joe Pulizzi and I have come to learn. One really complicated part, however, is figuring out how to get your book produced and marketed. That's where BookSurge, an Amazon.com service, enters the picture. Here's why it's newsletter is so terrific. Read More