Why do we need a unique content proposition?

American Express OPEN Forum

A Community of Small Business Owners

4

2

Drives Everything We Do in Content

Disruption

3Development

1Distribution

5

Content that connects a community of like-minded business owners and experts, with the support and inspiration to grow their

businesses.

“Connective Content”

A Customer-First Content Strategy

Development1

6

Showcase the voices of small business owners and experts.

Distribution

7

2

Focus on engagement, not clicks.

Disruption3

8

Continue to test new things.

Finding the Sweet Spot in the Approach to Content MarketingJennifer MercerDirector, Brand Marketing & Advertising, Prudential Financial

Content marketing is not new.Today’s buzz just signals a shift in approach.

Start with your objectives.Then establish a framework that will allow you to deliver that.

Brand

Business(es)

Within that framework, consider…• The key decision makers and players • The story your brand is trying to tell • The audience(s) your brand is trying to reach• The correct channel mix to reach those audiences• How to establish a culture and content marketing

infrastructure that allows for information sharing within and across groups

• How to measure success against the original objectives

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BNP Paribas Corporate & Institutional Banking (CIB)Objective: increase engagement, support brand

13

Client business

Brand identity

Thought Leadership

Bank 7

Bank 2

Bank 4

Bank 1

Where we were: behind peers

14

Bank 5

+

Visual appeal

Bank 6Bank 3

Bank 8

BNP Paribas CIB

Relevant content

+

Improvement needed

What our peers were doing: sample content

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Can AIFMD Act as a Catalyst for Growth of the European Hedge Fund Industry? With Europe’s pension and insurance sectors increasing their allocation to fund products, there is reason to be optimistic about the future growth of AIFMD structures.

The Potential USD Bubble: The Potential USD Bubble: Analysis & Outlook for Corporate Treasurers: All signs point to an over-valued dollar and the likelihood of a sharp reversal in 2016

Report – a look at liquidity: Dwindling liquidity is a rising concern in the market. In a recently released edition of ‘Top of Mind’ we discuss what is causing the decline and proposals to restore market liquidity.

Climate Change: Investing in Extremes: Disruptive weather events need not all be on the cost side of the ledger, for those who can see opportunities, as well as risks

End result: thought-provoking content

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https://cib.bnpparibas.com/

The Content Sweet SpotMay 2016

What is Bond Street?• Vision: Bond Street is transforming small

business lending through technology, data and design.

• Mission: We aspire to be every small business owner’s financial advocate.

Filling the Gap

Borrower Type

Experience

Credit Decision

Interest Rate

Loan size

Duration

Banks

Larger businesses with collateral

Opaque, paperwork

Weeks / Months

Competitive

Large

> 5 Years

Distressed businesses with

urgent need

Hidden fees, brokers

Days

Expensive

Small

< 1 Year

Alternatives

Established businesses investing in growth

Simple, transparent

48 Hrs

6-22%

$50K-$500K

1-3 Years

Stories on Bond Street• Goal: own actionable to aspirational• Two main content hubs:

• Stories on Bond Street• Resource Center

• Content types:• Interviews• Guides / White papers• Podcasts• Videos

How we stand out • Build the brand through the lens of our customers• Editorially driven, high quality content• Unique voice • Differentiated within financial services

Goals • Brand development• Lead gen:

• Distribution partners• Search• Social• Paid

• Community building

Discussion Points?How do you uncover unmet audience needs?

Competitors: who are your competitors for attention, and how do you stay ahead?

Cut-through: how do you ensure your content cuts-through the noise?

How ‘on brand’ should your content be?

Measurement and ROI

Your questions?