Like most insanely successful global brands, Bloomberg flourished by selling solutions for needs it created, backed by crazy content promotion. Let’s analyze how Bloomberg remains relevant through its content marketing efforts.
The Bloomberg brand was born in 1981. The name means “flower hill,” synonymous with superior aesthetics and trust by readers globally. An autonomous entity that delivers end-to-end financial SaaS, enterprise apps, trading platforms, and analytical data, it rules the roost by driving the narrative in print and digital media. In the era of automation, it quickly adapted to mobile users by making social media ads and banners customized for readers accessing content on their mobile. Way before it became the norm. In short, they get the journey and the destination of the content they market.
Rooted in editorial and moment marketing content
Bloomberg credits its trusted editorial content as a key differentiator from its competitors. Despite its innovative features to automate and track data analytics, it relies heavily on story-telling, niche editorials, and placement to penetrate the audience’s psyche. Through its in-your-face data insights and transparent social campaigns, Bloomberg has made the most complex financial and business concepts simpler for people.
Bloomberg powers current financial trends to form a reactive connection with its readers. Through trending editorial and objective material, Bloomberg is present "in the moments" of the conversations around anything and everything that impacts the global economy.
It empowers other brands to recycle their biz stories, complete with ad inventory and tracking features! Not only does Bloomberg engage in a lot of slapstick humor, but it also advocates for intelligent financial and business solutions for businesses and enterprising individuals.
How the 5 Ps factor into Bloomberg’s Emotional Content Marketing
Every piece of communication from Bloomberg contains the standalone factors of Place, People, Product, Propagation, and Performance. These pillars of any Bloomberg communication make it less transactional and more relatable.
The digital ecosystem is continually evolving, with more and more competitors vying for readership and brand dominance. The challenge is to find leads in a sea of consumers while building a solid readership steadily – steadily monetizing them in ad placements. Bloomberg has always believed in empowering people with informed choices when growing its digital ambassadors.
Strategically timed acquisitions and collaborations of Bloomberg
An essential tool for almost anyone in the finance space, Bloomberg terminals and their software-as-a-service replacements deliver relevant information to paying clients worldwide. According to its announcement, the company joined forces with ad-tech portals, DanAds and Polar, on their Boost software tool.
Bloomberg Boost’s goal is to identify the potential for increased ad spending targeting those who prefer to access information via phone.
SEO & Social Media Still Form The Fulcrum of Bloomberg Content Marketing
SEO involves aiming your website content at what your audience is specifically looking for. Your page performance also relies on the search volume, the relevance of the information provided, credibility, and how an audience reaches the content. Many leading content marketing experts, including HubSpot, cannot stress the role of high-quality and indexable content volume with unbeatable meta descriptions in pushing up SEO ranking enough.
Bloomberg is always one of the first to cover a story and put it out there with regular follow-ups, making it evergreen and timely, ensuring the optimum blend of conventional search engine keywords and social media keywords. This is not to say it has been a totally upward climb. Bloomberg has faced some downfalls too.
When Bloomberg’s Meme Disruption Failed Spectacularly
It started with the Democratic presidential contender, Mike Bloomberg, acquiring social media influencers to support him and help him sway young voters in their teens and tweens. He could rope in some of the most-followed influencers and meme creators to create content about him that reached millions of people, spending around 500 million on them. Though his self-deprecating humor has its own fan base, he exited the race due to dismal performance in the debate.
Bottom line
Ultimately, it's all about increasing the company’s reach across digital channels and ensuring timely content distribution. Bloomberg must sustain a steady flow of quality content that aligns with its brand values and audience sensibilities despite the occasional slips. If you're struggling to maintain a steady stream of quality content, a team of content specialists can help. Get in touch with us today, and let's create a plan to get you noticed.
