So how does content marketing work? This is how we work to get your clients to know, like and trust you by consuming your content.
Another client win for B2B content marketing agency Foco in the #AdviceTech space. We’re already loving working with Envizage.
In case you missed it (or, #ICYMI if you think in 280-character bursts), last week our great leader, AKA Foco’s managing director Michael Taggart, appeared on New Model Adviser’s Planning People podcast to explain why he thinks ‘Financial planners need to be good storytellers’.
New Model Advisers’ features editor Ollie Smith and Head of UK Audience Development for Citywire, Ian Horne, were also in the studio, chatting with Michael about “the powerful impact of narrative in financial planning” and crucially, how advisers can apply storytelling principles when dealing with clients, even if they don’t think of themselves as particularly creative.
The following four key takeaways make a lot more sense for advisers when Michael explains them, of course, plus we’ve left out the really exciting bits, like chat about his forthcoming book, who won the pre-interview quiz (it was brutal), the impact of our “scatty minds” and “14-second daydreams”, so now you’ll have to listen - haha!
The podcast is succinct enough that you can listen while you’re driving home or doing the washing-up perhaps, so without spoiling it:
“Stories need to have”
“…a structure - a protagonist, someone we care about.“
“the ‘what if’ moment”
“A character arc.”
We hope that when you hear the pod and get some more context around these four points, you’ll be raring to go so for all the Michael-isms you can handle, download our free five-step guide to building your own content strategy at your leisure.
We’re not going to pretend that Love Island has been offering us a distraction from the impending realities of a Johnson-run number 10, so much so that we’ve discovered that a cast member has ties to AJ Bell, as well as some more suitably serious stuff - get your umbrellas on cocktail sticks out for this week’s measure of Tech & Tonic!
Before you log off, here’s what you might have missed this week - Sir Philip Green has seemingly gone from rags to riches in one week, MP Nicky Morgan closes in on gender pay gap and the Government are criticised for taking ‘74 years’ to prepare for something, literally! It’s all here for you in this week’s Tech & Tonic!
Wombat Invest, the theme-based investment app, has appointed fintech content marketing agency Foco to handle digital communications and PR.
The consultancy has been briefed to create and share content that will help Wombat realise its mission – to make investing easy and accessible.
Wombat’s users can choose from 15 themed funds that reflect their interests and beliefs. These include ‘The Social Media Guru’, ‘The Foodie’ and ‘The British Bulldog’.
Michael Taggart, Foco’s managing director, said: “Wombat’s vision – for a nation that mixes user-friendly technology with good education to invest in inspiring ideas – is both exhilarating and achievable.
“What a privilege it is for Foco to be a small part of a team that will deliver that future, especially at these early and exciting times.”
Nick Bentley, chief marketing officer at Wombat, said: “We’re want to change the way Britons invest – based on their passions and beliefs and with the possibility of depositing regularly at a very low cost.
“To do this, we need to work with partners who live and breathe fintech PR and communications and can help us articulate our story. This is why we believe Foco is the right content marketing agency for us and we can’t wait to see what they bring to Wombat’s communications.”
Do you look at things a bit differently from most people you know? Okay. We might have something for you.
You are a special person who has worked in PR or content marketing for at least six years and you are chomping at the bit for a senior role with more autonomy and the freedom to be creative.