Futures

The Evolving Role of Brand Publishing in Investment Banking and Media Landscape, (from page 20221016.)

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Summary

The narrative surrounding brand publishing versus traditional media is evolving, focusing on the complexities of content consumption and creation. Brands, particularly in investment banking, are increasingly developing in-house media capabilities. Notable examples include Goldman Sachs hiring former Quartz editor Katherine Bell to enhance content creation and Citi strategizing on internal storytelling. Banks aim to improve favorability and trust among consumers and employees, especially post-2008 financial crisis. With a wealth of expertise, content creation is a natural fit for these institutions. Publishing helps reduce customer acquisition costs and enhances customer retention by providing value. As brand publishers grow, they are becoming more selective in hiring editorial talent from business media companies.

Signals

name description change 10-year driving-force relevancy
In-house Media Teams in Banking Investment banks are creating in-house media teams to produce content. Shift from traditional media to banks developing their own content capabilities. In-house media teams may become standard in various industries, enhancing brand-consumer relationships. The need for banks to regain trust and build relationships through relevant content. 4
Content as Customer Retention Strategy Banks are using content to improve customer retention and engagement. Transition from transaction-focused to content-driven customer engagement strategies. Customer retention strategies in banking may heavily rely on content and experiences. High customer acquisition costs necessitate innovative retention strategies. 5
Editorial Talent Acquisition Banks are targeting experienced editors and reporters for their publishing efforts. Move from hiring general marketers to seeking specialized editorial talent. Editorial professionals may increasingly shift to corporate roles, reshaping publishing dynamics. The demand for high-quality content necessitates skilled editorial talent. 4
Brand Publishing Growth Increased investment in brand publishing among financial institutions. Shift from minimal content creation to a robust brand publishing model. Brand publishing may become a core function across various sectors, not just finance. Recognition of the value of content in enhancing brand reputation and trust. 5
Integration of Content in Financial Services Content is being integrated into financial services as a core offering. From isolated content creation to content being central to service offerings. Content may become an integral part of all service industries, enhancing value propositions. The evolving landscape of consumer expectations for informative and engaging content. 4

Concerns

name description relevancy
Misinformation and Bias in Financial Content Increased brand publishing may lead to biased information that promotes the interests of banks over factual reporting. 4
Erosion of Trust in Journalism Brand publishing initiatives could further blur the lines between journalism and marketing, undermining trust in traditional media. 5
Over-Saturation of Financial Content The influx of financial-related content may overwhelm consumers, making it difficult to discern credible information. 3
Conflict of Interest in Content Creation Banks creating their own content could result in conflicts of interest, prioritizing their agenda over consumer transparency. 4
Monopolization of Information Sources As banks acquire media outlets, there is a risk of monopolizing financial news and restricting diverse viewpoints. 4
Internal Manipulation of Employee Perception Content aimed at employees could be used to manipulate perceptions and drive engagement without addressing real issues. 3

Behaviors

name description relevancy
In-House Media Creation Banks are establishing their own media teams to create content that informs and engages both internal and external audiences. 5
Content as a Trust-Building Tool Financial institutions are using content to enhance their reputations and build trust with customers and employees. 5
Integration of Content and Commercial Strategy Banks are aligning content creation with their commercial goals, using thought leadership to drive business growth. 4
Leveraging Expertise for Content Generation Financial firms are utilizing their existing expertise in finance to create valuable content offerings. 4
Acquisition of Media Assets Banks are acquiring media companies to bolster their content strategies and customer engagement efforts. 4
Internal Consulting via Content Publishing teams within banks are serving as internal consultants to guide content strategies for various initiatives. 3
Focus on High Lifetime Value Customers Banks are creating content to enhance customer retention by offering added value, recognizing the high lifetime value of their clients. 5
Competition for Editorial Talent Banks are actively seeking experienced editors and reporters from traditional media to strengthen their content capabilities. 4

Technologies

name description relevancy
Brand Publishing Brands creating content and media to engage audiences directly, blurring the lines between traditional media and marketing. 4
In-house Content Teams Financial institutions establishing editorial teams to produce content for both internal and external audiences, enhancing engagement and trust. 4
Content as a Service Using published content to enhance customer relationships and provide additional value in competitive markets. 5
Data-driven Storytelling Leveraging analytical insights to create compelling narratives that resonate with targeted audiences. 4
Acquisition of Media Platforms Financial institutions acquiring media companies to bolster their content strategy and customer engagement. 4
Thought Leadership Content Content aimed at establishing authority and trust among consumers and employees, particularly in financial services. 5
Internal Publishing Strategies Using editorial strategies internally to drive engagement among employees and enhance organizational communication. 3

Issues

name description relevancy
Brand Publishing in Financial Services Investment banks are increasingly adopting brand publishing strategies to engage consumers and employees, reshaping their role in media. 5
Content as a Trust-Building Tool Banks are leveraging content to improve favorability scores amidst low trust in financial institutions, especially post-2008 crisis. 4
Internal Content Strategies Financial institutions are developing internal content strategies to enhance engagement among employees and improve internal communication. 4
High Customer Acquisition Costs (CAC) Financial services face high CAC, and content marketing is being utilized as a strategy to build long-term customer relationships. 5
Talent Acquisition in Brand Publishing As brand publishing grows, financial services are targeting experienced editors and reporters from traditional media to enhance their content quality. 4