Up to the Evaluation stage, the content topics we’ve been suggesting have been about getting customers interested to learn more about you and your company. This covers top-of-funnel (TOFU) content.
But as we approach the bottom of the funnel (BOFU), you need to deliver content that gives more specific reasons to buy.
Does this mean you have to add “hard sell” copy elements into your content? Not at all. But you should think about concrete differentiators …
ENROLLMENT DEADLINE MONDAY, FEBRUARY 10
The AI Certificate Course for Financial Marcomms Leaders is a 6-week online program presented by Boston University and Financial Narrative to empower financial marketing leaders with AI insights and skills.
Why it matters: Understanding and leveraging AI is crucial for future-proofing your team and organization in the financial marcomms landscape so you can effectively navigate AI’s challenges and opportunities.
What it covers: The course delves into today’s AI landscape, including:
> Best practices for AI in financial marcomms.
> Gaining confidence in implementing AI strategies.
> Working with internal stakeholders to overcome barriers to AI implementation.
> Compliance, ethical considerations, and creating effective systems.
Important details:
> All online with Zoom classes on Fridays, 9-10:30 EST (2-3:30 GMT)
> Discounted price: 20% off per student for Financial Narrative members
> Send direct reports or others appointed to lead your AI efforts in your place
> Registration deadline is Monday, February 10
Vested insights
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The tragic murder of UnitedHealthcare CEO Brian Thompson sent shockwaves through the business world, serving as a stark reminder of the vulnerabilities that come with high visibility. For CEOs, the lines between public presence, communication and personal security have become more intertwined than ever before.
What we're reading
Consistent Posting Means 5x More Likes, Comments, and Shares: There’s a lot you can do to boost your chances of success on social media — optimize your content for engagement, find your perfect posting times, master the art of thumb-stopping hooks… But a massive analysis of more than 100,000 Buffer users revealed just how much posting consistently can boost engagement per post.
