TOPIC // Corporate Banking

Digital Content Part I: Creating a Strong, Unique Personal Brand

Digital brands are important. In the digital age, customers do research on their financial decisions before they even contact the bank. They Google, talk to friends and colleagues on social networks, and look at the websites for both the institutions and the advisors themselves. When it comes to financial decisions, they are looking for someone they can trust and who will be a partner, not just a vendor. Your institution and your bankers themselves must communicate a unique perspective that makes them stand out from the crowd before the client reaches out directly.

Saying this is much easier than doing it. Creating a social brand revolves around sharing content that is relevant to you, your business, and most importantly your customers. And it’s not just a one-time exercise but an ongoing regular rhythm. In financial services, the task is even more challenging since every post must go through rigorous compliance checks.

If left on their own, most advisors or bankers won’t advance their brand. Some institutions have solved this by implementing a tool that delivers a library of approved content. The downside of this approach is that each advisor tends to post the same material, making it look more like a corporate brand than a personal brand.

With NexJ Social Engagement, there is a better way. Imagine a system that combs through public news feeds from around the globe to find relevant content. By using Artificial Intelligence, all of the news items can be automatically categorized by their content. Artificial Intelligence is also applied to ensure that all of the recommended content meets rigorous compliance rules.

Then we create an interest graph for each individual that describes who they are, both professionally and personally. For example, an advisor with an older book may want to talk a lot about retirement, estate & trust planning and less about saving for the first house. It’s also important to have a personal brand. For example: scotch, sailing, and biking.

By matching the interest graph to the content, we can supply a steady stream of compliant content that is relevant and unique to each advisor and banker. Using a mobile app, they can spend 5 minutes a week and post numerous articles to Twitter, LinkedIn, a newsletter, or their website.

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