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Speaker Snapshot: "Standing Out Can Be Confused With Having The Most SOV"

We speak to Grace Mistry, Director of Marketing, Retail Investments & BMO Global Asset Management at BMO Financial Group

4Dec

Ahead of her presentation at the Content Marketing Summit in New York on December 11 & 12 we spoke to Grace Mistry, Director of Marketing, Retail Investments & BMO Global Asset Management at BMO Financial Group.

Grace is a senior, results-focused leader that is an expert in devising & executing integrated thought leadership strategies and communications programs that drive exceptional results.

Specialties: Financial services and technology sectors with demonstrated expertise in:

  • Strategic planning of profitable national B2C and B2B end-to-end programs
  • Marketing thought leadership
  • Project management and execution
  • Cross functional team leadership & superior partner management
  • Industry, market, financial, product and customer analysis
  • With GDPR coming into force next year, do you think that content marketing is now a necessity for outreach?

    A few cases where GDPR may get triggered, requiring marketers to ensure they are compliant include:

    - If gated content is being used then the collection and storage of such data will require marketers to ensure it in onside with GDPR

    - If using a Data Management Platform (DMP) to create audience profiles based on first and third-party data on and off owned media properties then because a DMP uses cookie-based data capture methods to create profiles of those who visit your web properties this may also require GDPR compliance

    How has the perception of content marketing changed in the past 5 years?

    There are many more vehicles for marketers to disseminate content with digital; Twitter events, Facebook live, video, webcasts, podcasts etc. and this can create even greater audience engagement but also contributes to media fragmentation so marketers need to always go to their playbook (strategy) and determine how best to use these vehicles for getting their message to the target audience

    With the amount of content around today, what do companies need to do to stand out?

    Organizations have to start with their strategy and use tools to deliver personalized experiences (i.e. DMP) that help the target audience along in their journey and build trust/credibility. Standing out can be confused with having the most SOV and spending big budgets on dominations and stunts but it is more important to be contextually relevant to deliver value that can get the reader to convert.

    What is the single biggest mistake that companies make when implementing a content marketing strategy?

    - Not having a dedicated content creators team/effort to define roles, process, publishing cadence etc.

    - Not assigning KPIs to the efforts

    - Not measuring efforts to know what’s working and what’s not and optimizing accordingly

    - Thinking the strategy only transcends digital but both offline and online can serve to achieve goals

    - Looking at the role of how owned, paid and earned media can all be used to achieve goals

    What can the audience expect to take away from your presentation in New York?

    Why the 5 big marketing bets in 2018 can be effective ways to drive audience engagement and how to apply them

    You can hear Grace's presentation at the Content Marketing Summit in New York on December 11 & 12

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