Title: How Financial Services Companies Break Free from the Sea of Sameness
Date: Wednesday, May 19, 2021
Time: 2 PM ET/11 AM PT
Duration: 60 Minutes

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The long-awaited “new normal” has arrived, and it brings with it a re-imagined workforce and workplace, as well as the rapid adoption of digital collaboration, marketing and content technologies. The big risk for financial services companies: that they’ll all emerge with similar content messaging, leading to the “sea of sameness” that has plagued financial marketing for years. Indeed, for financial services companies, 2021 brings a once-in-a-generation opportunity to adapt to new consumer behaviors with powerful messaging that resonates. That is, if you can overcome the single greatest challenge to gaining customer trust, understanding the new consumer journey and standing out amid the competition: effective differentiation.

Join us for this roundtable discussion, where we will discuss the priority for content marketing and differentiation in the financial services industry.  We’ll not only discuss examples of companies that are separating themselves from the pack, but the specific frameworks that enable these organizations to create more meaningful, successful content.

Join us to learn:

  • What leading financial services companies are doing to take advantage of the post-COVID landscape and separate themselves from the tired messaging that has been the norm for years
  •  How to define differentiation, and do so even though our brand values cannot and will not change
  • Common mistakes made by financial service marketing teams and how to overcome them
  • Operational and strategic best practices to create content marketing and message differentiation
Produced by:


Alli Berry
SEO Director at The Motley Fool

Alli Berry is the Director of SEO for The Motley Fool. For the last 10 years, she has helped businesses build a successful SEO-focused content strategy in industries including finance, education, automotive, and retail. She was named to the 2019 Top 10 Women in Content Marketing list by Masthead Media and Inc. Magazine, and has been a featured guest on the MozPod and In Search SEO podcasts. Her recent speaking engagements include the Digital Summit at Home, DeepCrawl Live, and SMX Create.

Follow Alli on Twitter @alliberry3


Simona Covel
SVP, Content at Imagination

Simona has led the vision and execution of numerous award-winning content programs that have reached millions of American homes and businesses. She works with Imagination’s talented creative teams to create best-in-class, audience-first content programs. A former Wall Street Journal reporter and Inc. magazine editor, Simona has reported and written on an array of business, financial and investing topics, including foreign exchange, fixed income markets and leveraged finance, as well as an extensive range of business-building subjects. From boardrooms to trading floors to factories, she has interviewed everyone from Fortune 500 CEOs to senators to inventors. Simona is the author of the recently-released book, Marketing Your Startup: The Inc. Guide to Getting Customers, Gaining Traction & Growing Your Business. One-part Midwesterner, one-part East Coaster, Simona holds an undergraduate degree from The University of Michigan and a master’s degree from New York University.

Follow Imagination on Twitter @ContentImagine


Todd Cywinski
Chief Growth Officer at Imagination

Todd loves working directly with Imagination clients to understand their business and marketing objectives, as well as partnering with them to develop strategies and implement content marketing programs. A former client of Imagination who has spent his career working at banks and investment companies, as a management consultant for the financial services industry, and on the agency side, Todd brings a unique and valuable perspective to Imagination and our clients. A Chicagoan at heart, Todd has lived and worked in Australia, Asia, Canada, Europe, across the U.S. and (finally) now lives in Chicago again where he spends time with his wife and two daughters enjoying all the live music, theater, architecture, food and excitement the city has to offer.

Follow Imagination on Twitter @ContentImagine


Robert Rose
Chief Strategy Advisor at Content Marketing Institute

Robert is the founder and Chief Strategy Advisor of The Content Advisory - the consulting and advisory group of The Content Marketing Institute. As a strategist, Robert has worked with more than 500 companies including global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, and The Bill & Melinda Gates Foundation. Robert is the author of three books. His latest, Killing Marketing with co-author Joe Pulizzi, was published by McGraw Hill in September 2017. He is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as Akoonu, DivvyHQ and Tint.

Follow Robert on Twitter @Robert_Rose