What is Rich Media?

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Financial Services Firms Use Rich Media For Engaging Content MarketingBy Emilie Totten

Rich media is one of the buzzwords of the moment, but what exactly does it mean? Entrepreneur Magazine defines rich media as engaging and interactive content that provides a deeper user experience. According to Kapost, rich media is content that goes beyond the simple blog into more exciting regions like apps, videos, games, infographics and more. As financial services marketers delve more deeply into content marketing, they may start to find that incorporating rich media could be extremely beneficial. Finding a more engaging way to portray data is a great way to build relationships with investors.

The benefits of rich media in content marketing

Content marketing continues to be a smart lead generation strategy. For instance, Kapost noted that 80 percent of HubSpot’s leads come from its blog, and 70 percent of those come from articles that weren’t published within the most recent month. Great content is long-lasting and continues to deliver. Why not make it as awesome as possible? As content becomes an increasingly large part of marketing strategies, marketers may need to work harder to differentiate their materials. While blog content is a fantastic way to start off your content marketing, it may no longer be enough to compete.

More than just a blog

Your blog gets prospects interested, but rich media content is ideal for the next level of the sales funnel. It helps prospects develop a deeper relationship with your company. According to Entrepreneur, podcasts, e-books, white papers, video and interactive content are all different varieties of rich media. Interactive media may be the next frontier of truly engaging content marketing. As an example, the website cited an interactive infographic on Airbnb’s homepage, which demonstrates some vital statistics from the company in a compelling way. Infographics are already one of the most effective means of conveying complicated information, such as statistics and data. The interactive format is an additional outlet for bringing this information to life. On the Airbnb site, different components of the infographic move when users hold their mice over them. It’s fun. As a result, readers tend to linger on the page, spending more time interacting with the brand.

Financial services companies getting it right

Some asset managers have already started implementing different types of media into their content marketing. Here are a few examples of financial services companies that have integrated engaging content along with more traditional blogs:

ING Struct

ING Struct for Apple mobile devices
ING has created a game called Struct for Apple mobile devices that aims to help customers increase their financial understanding. In the game, a variety of animated characters work to create structures out of different materials, but different decisions could have a negative impact on strategy. The app essentially gamifies financial planning. The video ING released to promote the game is equally engaging, taking the form of a movie trailer. The game is free for download in Apple’s app store.

Fidelity Podcasts

Fidelity investment insights podcasts
Fidelity has created Investment Insights podcasts that are available for download on iTunes. The podcasts also contain interviews with mutual fund portfolio managers who share strategies and market predictions. They’re a perfect way for consumers to engage on their own time.

LearnVest Knowledge Center

Learnvest Quizzes

This relatively new personal finance company aims at a younger market, and incorporates a great blog to inform its young readership about important finance topics. Using clickable icons and elements of flat design, the interface is engaging and contains tons of good information, and some that’s geared toward a generation of Buzzfeed aficionados, like an entire section of quizzes with topics like “Can You Deal With Awkward Money Situations?”

BlackRock infographics

BlackRock Infographic
BlackRock does a great job of incorporating enticing visuals on its blog. One particularly interesting graphic was released on Independence day and provides timely information about budgeting for the holiday with an engaging visual style. It also projects what certain Independence Day standbys like condiments and beer could cost in the year 2064.

Putnam Interactive Infographics

Putnam Investments interactive infograhic

Putnam Investments provides a handy interactive infographic that allows visitors to compare retirement pros and cons of each state in the US. By selecting a state from a drop-down list, users can see tax rate, climate, and home price information.

These are just a few examples of how investment marketers are using rich media to engage with investors. This isn’t a brand new concept, but as investment managers continue to improve their content strategies, the real question becomes, which firms are using rich media most effectively?

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Emilie is Chief Marketing Officer at Synthesis. She brings over 15 years of integrated sales and marketing experience working with financial services, SaaS, and health and wellness companies. Her passion is architecting holistic marketing strategies that align with each business function to achieve client experience, employee advocacy, and revenue goals. When she isn't marketing, you can find her rehabbing her home in the Chicago suburbs, practicing yoga, or spending time with her family.


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