It’s getting obvious that content marketing automation is the next big thing for the industry. More and more companies, willing to improve quality and increase quantity of their content, either buy automation solutions or create some on their own.


As Mark Schaefer points out, “to compete in the next few years, brands will have to act like media agencies”. It isn’t enough to have a static website anymore, proving one brand’s online presence, because the appetite for content is growing. Without embracing a publisher’s mindset, which requires regular publications, it’ll be tough to win the content marketing game.

Content marketing automation “has emerged as a supposed panacea” to the problem of producing content and measuring its success, as Andrew Davies, Co-founder of idio, says. So, many large companies started to buy new content technologies or develop their own solutions to automate certain processes. For instance, this content marketing automation trend is growing strong in financial service industry.


How automation solutions impact financial content marketers

As Tomas Salfischberger, CEO and Co-founder of Relay42, says, by establishing only transactional relationships “larger banks are losing the levels of humanity which may retain their customers”. That’s why many of them are switching their marketing strategies towards content creation and distribution. According to report conducted by Content Marketing Institute, over 78% of financial marketers use content marketing already, however only 25% admit that it’s effective. Why?

According to Third Annual IMN Content Marketing Survey, over 55% of financial marketers admitted that only 10% of a total marketing budget goes to content marketing. What is more, 45% don’t see it as a long-haul game, rather than a campaign, which they have to deal with on an ad-hoc basis. 45% are willing to increase their investments in content marketing, but can’t do that, due to underfunding. JB King, Global Head of Content at Marsh & McLennan, admits that it’s finance organizations’ big hurdle, which “leads to a scattershot approach where too few dollars are spread across too many marketing initiatives”, so, basically, “none of them have a real impact”.

Producing engaging content remains the main problem financial marketers face, which coincides with the general statistics, but lack of measurable ROI and integration across marketing among top challenges in finance have more significant impact. This is why financial service companies started investing in content automation software. Laura Barger, Managing Director, Head of Corporate Content Marketing at BNY Mellon, confirms that “financial services is really starting to wake up to the opportunities afforded them through deep data analysis on digital channels, personalization, and automation”. So, it seems like content automation is the next frontier for financial digital marketing.


BroadRidge Financial Solutions’ content marketing technology

According to eMarketer, the convergence of marketing and technology will affect content marketing most over the next 5 years. Following this trend, 75% of marketers started increasing marketing technology investment and already 40% of them integrated automation software. The largest of them refuse opting for outsourcing, and rather invest in marketing service supply companies to include their tech solutions in their stack.

For instance, over 50 years old BroadRidge, one of the leading technology-driven solution companies in finance with over $2.9 billion in revenues, was among the first brands to expand their offer by acquiring marketing software and services providers. First they acquired NewRiver Inc., a pioneer in electronic investor disclosure technologies, in 2010 for 77 million. They’ve been supplying its tech solutions to BroadRidge for years and eventually decided to combine their tools and technologies to reach new levels of innovation.

With appointment of Stefanie Shelley as Chief Marketing Officer BroadRidge continued to increase marketing capabilities even better. They acquired Paladyne Systems, Bonaire Software Solutions, Emerald Connect, LLC for 2014, each of which offer technology solutions for management and financial industries. Last year  Direxxis’ analytic capabilities became their new addition. “Its technology is highly complementary to our industry leading suite of advisor solutions, and is an important new addition under our tuck-in acquisition strategy,” said Richard J. Daly, president and chief executive officer at BroadRidge.

Seeing popularity of content marketing, today BroadRidge pay bigger attention to content automation solutions out of all in marketing technologies. Using years of experience with best solutions finance industry has to offer and their own content marketing expertise, they developed their own platform MarCom One, which lets financial service industry leaders to fully manage their content strategies from creation stage to measuring success.

“When you  think about your company’s content and its distribution, one of the things you need to take into account is what the audience wants. And they don’t like ads anymore that are pushing the product, they want you to provide a solution to their problems,” says Stefanie Shelley. What is more, in an age of digital excess people use lots of apps, constantly look  for news updates, so flashy stuff isn’t just enough anymore, you need to put content that will pull your target audience in. It really requires from marketers establishing a whole digital ecosystem, where all processes are clear and well-integrated. That’s why solutions like MarCom One are urgently needed.

Content marketing automation is becoming the biggest trend, now that more and more companies are eager to strengthen their own expertise and integration between marketing processes to higher ROI and level of customer’s engagement. Willing to stand tall on their own, brands like BroadRidge will continue to invest in further development of content solutions to achieve better centralization inside.

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