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Ideas to help financial services marketers maximize the value of their thought leadership.
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Three Reasons to Narrow the Scope of Your Financial White Paper
Before you get started on your next white paper, there are several pieces that you need to have in place. The most important of these is a clearly–and narrowly–defined topic and scope for what you will cover in the white paper. I have written white papers for...
When Robos Attack – Using White Papers, Newsletters, and Other Financial Writing to Protect Against Robo-Advisors
Every day there seems to be news about another asset manager announcing that it is launching a robo-advisor service. From disruptive startups like Betterment and Wealthfront to traditional asset managers such as Fidelity and Vanguard, everyone seems to be “going robo”...
Making it Work: 8 Questions to Ask Yourself When Hiring a Ghostwriter
So you’ve decided it’s time for your firm to hire a financial ghostwriter to work on your white papers, blog, newsletters, or other thought-leadership efforts. Now what? Finding a writer who understands the technical aspects of your industry and can capture your...
Six Signs That You Need to Hire a Financial Ghostwriter
How do you know when it’s time to hire a financial ghostwriter to help with your thought-leadership efforts? Maybe you saw your competitor generating a lot of attention by posting a thought-provoking white paper on their LinkedIn page. Possibly you’ve seen a...
Looking to Cross-Sell? Why Newsletters Trump Quotas
Cross-selling has long been the Holy Grail of marketing in the financial services industry. But thanks to the recent scandal at Wells Fargo, in which employees at the banking behemoth allegedly opened 2.1 million fake accounts for clients in order to meet sales...
What It’s Like to Work With a Ghostwriter on Financial Thought Leadership
White papers, e-books, blogs, and other forms of thought leadership have become valuable commodities in financial services marketing. In a recent post, we looked at some of the reasons why asset management, investment banking, private equity, and accounting firms hire...
How to Talk to Clients About Politics (Without Alienating Half of Your Base)
Social Security has long been considered to be the “third rail” of American politics. Like touching the electrified third rail of a train track, any politician who suggested reforming Social Security would get fried by voters afraid of having their benefits reduced....
Working With a Ghostwriter to Turn Your Thoughts Into Thought Leadership
In the financial services industry, your most effective marketing tools are your expertise and your experience. When clients are looking to hire a portfolio manager, investment banker, or other financial advisor, a nice website or video is helpful, but the decision to...
WFC “Reads the Greens” to Support Tutoring Chicago
On June 7 at the Glen Club in Glenview, Illinois, Tutoring Chicago hosted its annual "Read the Greens" fundraiser. Wentworth Financial Communications founder and head financial writer Scott Wentworth volunteered as a tutor with Tutoring Chicago for seven years and...
Use E-books to Generate More Leads from Financial Services Speaking Events
Speaking events are viewed as the Holy Grail of Business Development in the financial services and legal industries. Bankers, portfolio managers, financial advisors, and attorneys will travel great lengths and pay huge sponsorship fees just to land coveted spots as...