If you’re not convinced yet about content marketing’s effectiveness at reimagining traditional marketing strategies, consider how a content-driven take on integrated marketing is disrupting the status quo—even as it drives stunning outcomes.
Every marketer is familiar with the basic precepts of integrated marketing, as developed back in the early 1990s. Led by the advertising agency of record, it targets specific audience segments, typically with an overt sell of a product or solution. Messaging is driven out in a coordinated fashion through traditional advertising channels such as banner advertising, direct mail, “offer” emails and brick-and-mortar promotions.
That sales- and product-driven orientation is losing its effectiveness, though, particularly in the business-to-business space. That’s especially true in business sectors with a complex path to purchase, little differentiation among brands and a healthy amount of customer distrust and skepticism.
Sounds like financial services, right?
Recognizing such barriers is leading some of the most creative brands in this space to respond by reinventing what integrated marketing campaigns look like.
How Wells Fargo benefited
Take our client, Wells Fargo, for example. The company’s campaign around its Business Plan Center has had a tremendous payoff.
In tangible measures, the campaign has substantially boosted traffic to an already heavily trafficked site, and the content has been proven to be hugely sticky: Audiences are visiting substantially more pages and taking far more time on the site than before the campaign. And bounce rates are down as well.
True to the content take on integrated marketing, the campaign has been grounded in a different philosophy. It’s not at all about the traditional “buy now” message, steering customers and prospects to the new account center. Instead, the value has been the advice and help that Wells Fargo can provide small business owners about business planning, articulated in 50 new pieces of informational content.