CONTENT MARKETING STRATEGIES from a Capital Investment Advisor
Description:
In this episode we welcome Holly Wasson, the Chief Marketing Officer of Capital Investment Advisors. Holly shares her journey and experiences in the marketing world, particularly her time at Turner Broadcasting. They discuss the distinct cultures of Turner and Coca-Cola, the evolution of cable TV, and the impact of the internet and social media on marketing strategies. Holly also shares her experiences at CNN, including significant events like the Monica Lewinsky scandal and the Columbine shooting. The conversation covers the challenges of marketing in a regulated industry, the importance of showing ROI, and the significance of knowing your audience. Holly emphasizes the value of meaningful content that connects with the audience and drives engagement.
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Key Takeaways:
- Distinct cultures of Turner and Coca-Cola.
- The evolution of cable TV in the 90s.
- The impact of the internet and social media on marketing strategies.
- Challenges of marketing in a regulated industry.
- The importance of showing ROI.
- Knowing your audience and creating meaningful content.
- The significance of local actions within a global brand.
- Building trust and relationships in new markets.
Meta Description:
In this episode, Nick Constantino and Holly Wasson discuss content marketing strategies, challenges in regulated industries, the evolution of cable TV, and more. #MarketingMadmen
Focus Keyword:
Content Marketing Strategies
Hashtags:
- #MarketingMadmen
- #MarketingStrategies
- #TurnerBroadcasting
- #CocaCola
- #CableTV
- #SocialMediaMarketing
- #ROI
- #ContentCreation
- #AudienceEngagement
- #LocalBranding
- #NewMarkets
- #MarketingInsights
Summmary:
In this episode, Nick Constantino welcomes Holly Wassen, the Chief Marketing Officer of Capital Investment Advisors. Holly shares her journey and experiences in the marketing world, particularly her time at Turner Broadcasting.
Nick and Holly discuss the distinct cultures of Turner and Coca-Cola, with Holly emphasizing the innovative and risk-taking environment at Turner. She recounts her career at Turner from 1997 to 2014, highlighting the rapid pace of change and the competitive advantage it provided against traditional broadcast networks.
The conversation touches on the evolution of cable TV in the 90s, the introduction of original movies and series on TNT, and the impact of the internet and social media on marketing strategies. Holly also shares her experiences at CNN, recalling significant events like the Monica Lewinsky scandal and the Columbine shooting.
Holly Wassen recounts her experience at CNN, describing the 24/7 news cycle and the competitive landscape that emerged with Fox News and MSNBC. She explains how CNN focused on breaking news, while competitors capitalized on providing commentary. The advent of cell phones and instant news alerts further changed how people consumed news, emphasizing the need for commentary and analysis.
Holly shares her initial aspiration to be a journalist, aiming to be like Katie Couric or Oprah, but finding her path in marketing. She highlights the similarities between journalism and marketing, both of which involve understanding the audience and telling compelling stories.
Nick and Holly discuss the importance of knowing your audience, both the aspirational audience and the real audience. Holly emphasizes the evolution of research methods, from in-person focus groups to online communities and panels.
The episode concludes with a discussion on the transition from Turner to Capital Investment Advisors, including Holly’s stint at Edelman and her role in the rebranding efforts at SunTrust. They explore the challenges of marketing in a regulated industry and the importance of showing ROI.
Nick and Holly delve into the differences between marketing at Turner and SunTrust. Holly explains the need for a comprehensive brand book at SunTrust, due to the scale and nature of their business, which included a vast website and numerous physical branches. They discuss the importance of consistency in branding across different locations, akin to the strategy employed by successful brands like McDonald’s.
Holly emphasizes the balance of global brand standards with local actions, citing the example of SunTrust Park in Atlanta. Nick notes the impact of the Truist merger on SunTrust’s market position in Atlanta, highlighting the significance of local focus.
Holly shares her career transition, mentioning her move to We Are Rosie, a startup that supports women in media and advertising with fractional talent services. She recounts the mission-driven nature of We Are Rosie and its eventual acquisition by a private equity firm.
At Capital Investment Advisors, Holly brings her experience from both large corporations and startups to help the firm expand its marketing efforts. She highlights the firm’s strong content foundation, including radio shows and podcasts, and the need to amplify this content through digital marketing.
Nick and Holly discuss the importance of having a clear purpose behind content creation, rather than producing content just for the sake of it. T Nick and Holly discuss the challenges of content distribution in the digital age. They highlight the importance of not just creating great content but also having an effective media strategy to reach the right audience. Holly shares her experience at Capital Investment Advisors, where she identified the need for a robust media strategy and comprehensive research to understand their current and future clients.
Holly emphasizes the importance of knowing their audience, which she refers to as the “millionaires next door.” These clients are frugal and have accumulated wealth over time, contrasting with the stereotypical image of millionaires. She highlights the need to understand the next generation of clients, whom they call the “modern millionaires next door,” who are tech-savvy and value-driven.
Nick and Holly discuss the significance of understanding the life catalysts that drive people to seek financial advice, such as becoming empty nesters, receiving an inheritance, or experiencing major life changes. Holly shares how they revamped their website and digital marketing strategies to better serve their clients and attract new ones.
They explore the challenges of replicating their success in other markets, acknowledging that they can’t simply reproduce a long-established radio show. Instead, they focus on understanding the local nuances and finding influencers who resonate with the target audience in each market.
Holly emphasizes the difficulty of building trust and relationships in new markets, noting that content integration and partnerships with local influencers are crucial. They discuss the importance of maintaining a consistent brand while adapting to local needs and leveraging their strong content marketing strategies on national stages like Forbes.
hey agree on the value of meaningful content that connects with the audience and drives engagement.
Nick and Holly discuss content marketing strategies and the importance of aspirational purchases and the role of the CMO. Holly shares her passion for marketing and her aspiration to be a CMO, highlighting the challenges and rapid changes in the industry. She emphasizes the importance of understanding both brand and performance marketing, and the need for marketers to have strong business conversations with the C-Suite.
They explore the content marketing strategies and the complexities of being a CMO at Capital Investment Advisors, a $6.4 billion AUM wealth management firm with over 110 employees and 4,600 families served nationwide. Holly discusses the regulatory challenges and the need for a strong relationship between marketing and sales.
Nick and Tripp share their observations on the generational shift from brand creative marketing to data-driven performance marketing, and the rise of the CFO’s influence in marketing decisions. They emphasize the importance of having a generalist marketing background and the need for marketers to understand both traditional and digital marketing.
Holly highlights the importance of having a consistent brand while adapting to local markets, and the challenges of building trust and relationships in new markets. They discuss the significance of content integration and partnerships with local influencers.
The episode concludes with Holly sharing where listeners can find Capital Investment Advisors and their content, including Wes Moss’s radio show “Money Matters” on WSB.
