Crystal Eastman is BlackRock’s Head of Integrated Marketing for the U.S. By continuing without changing your cookie settings, we assume you agree to this. Currently a free agent, Eastman visited Contently’s office to give an honest assessment of the finserv marketing landscape. They’re allergic to the idea of producing mediocre content that merely checks a box.We’ve seen this model work first-hand at Contently, by fusing our content marketing platform with world-class content creation talent and strategy services.With this system, the results can be incredible—just look at In the future, this model will enable the creative renaissance for branded content we’ve all been waiting for. Session II—Effective Communication: Translating What Is Said into What Is Heard .
And the corporate story is very easy to get lost in because we go to work every day and we sit in a conference room all day long with our colleagues and we talk to each other. America's Got … When you invite a different type of expert into your process, it’s a shakeup. And to accomplish it all, we need a new model.Faced with these growing demands, some companies have tried to adopt by growing their But most companies that aren’t hot consumer brands have found that it’s really hard to recruit top-flight creative talent to work at a bank, insurance company, healthcare company, etc.Also, while you may need help for a specific content format (like data viz), the need isn’t great enough to justify a full-time head.
That’s the way best content gets created for customers.Well, I think it’s uncomfortable for brands, right? They often come from a digital media background, and they’re eager to build deeper relationships with their customers across channels.”Companies get it best when they hire people who are video editors or have journalism backgrounds,” Crystal Eastman, who’s led marketing at Blackrock and Amex, told me recently. Then you can merge the artistry and the science of those experts with the internal teams that are the experts at the product. They’re there to keep us out of jail. About.
Think website copywriting, brochures and one-sheets, help centers, email newsletters, the occasional blog post and press release.That traditional model is collapsing before our very eyes.The variety of content brands need has increased exponentially—social video, animated explainers, blog posts, data visualizations, video case studies, interactive tools, white papers, infographics, and more. Whatever their dreams are—pay for college, buy a house, retire—these are things that many people are not going to be able to afford to do unless their financial services partners help them by eliminating some of their unhealthy financial behaviors.The younger, nimble companies that are spending very little but really striking a meaningful tone and creating truly meaningful content in social media storytelling are the ones that are going to win.Content is really important for helping people understand the way they’re standing in their own way, right?
Miami, Florida. And it’s in all of our best interests in marketing to find a way to tell our story that also meets our compliance partners’ requirements.
Currently a free agent, Eastman visited Contently’s office to give an honest assessment of the finserv marketing landscape. We have this one discussion, and it’s about: What our product does that our competitors products don’t do. So it’s quite something to confront that you may have been doing it wrong all of this time.
Everything about their approach will be different, and you have to be willing to be uncomfortable in order to get your content to the next place with this alternative point of view.In the same way you would if you’re acquiring a new customer, compliance partners are critical to the process. She worked her way up to VP/GM of marketing at Amex, turning around several early-stage LOBs though an advanced approach to content and digital marketing. I’ve actually seen this at every company I’ve ever worked in. In the past, brands created content two ways: in house or through an agency.
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