On 15 October, Financial Marketing Insights hosted a dynamic FMI Masterclass webinar exploring how leading financial brands are rethinking content distribution in a fast-evolving digital landscape. Moderated by FMI founder Jacob Howard, the session brought together Andrew DeCaro, Director of Marketing at Grayscale Investments, and Rupert Hodson, CEO of Dianomi, for a rich conversation on trust, targeting, compliance, and strategy.

Click here to watch the video recording

Four New Rules for Smarter Distribution

The session kicked off with four emerging principles that are reshaping how financial marketers engage audiences:

1. Relevance is the new reach
   Though Google made a ‘U Turn’ on cookies, contextual and semantic targeting are on the rise. Advertisers are placing content in environments where readers are already engaged - driving performance through relevance rather than chasing demographics.

2. Trust is the metric that matters
   In a world of bite-sized content and social media noise, trust builds slowly but pays off exponentially. But trust isn’t just a nice-to-have - it’s the foundation for brand equity and investor confidence.

3. Compliance drives discipline and rigour
   From FCA’s Consumer Duty in the UK to global regulatory frameworks, compliance isn’t a barrier - it’s a catalyst for clarity.

4. Distribution is strategy, not spend
   Big budgets don’t guarantee big impact. The focus should be on smart planning and media buying, and performance-based platforms that optimize for engagement and ROI.

Campaigns That Cut Through

Three standout case studies brought these rules to life:

• Vanguard’s “I Feel Valued” campaign
  A jargon-free, omnichannel effort that boosted spontaneous brand attribution from 0% to 50%, reinforcing clarity, trust, and low-cost investing.

• BlackRock’s LinkedIn-led push for alternatives
  A multi-format campaign using sponsored content, video, and lead-gen forms, resulting in a 68% increase in lead form completions.

• Grayscale’s “It’s Not Rocket Science” campaign
  A witty, idiom-rich brand refresh aimed at demystifying crypto for mainstream investors that led to a 6% jump in brand trust and record-high favorability.

Insights from the Experts

Rupert offered a powerful reminder: relevance isn’t new, but its strategic importance has never been greater. Dianomi’s platform, which partners with over 300 premium publishers like The Wall Street Journal, Reuters, and CNBC, is built on contextual targeting.

“Relevance creates trust for brands,” Rupert explained. “It’s about delivering campaigns in environments where users are already engaged in the subject matter.”

Rather than chasing individuals across the web, Dianomi’s algorithm analyzes article content and engagement signals to serve ads that match the reader’s mindset. This privacy-first approach not only respects user boundaries but also drives higher engagement and conversion.

Rupert also emphasized the value of “always-on” strategies - consistent, transparent content that builds brand familiarity over time. Brands that show up regularly in trusted environments become sources of authority, not just advertisers.

The Currency of Trust

Andrew DeCaro brought a unique lens from the world of digital assets. As Director of Marketing at Grayscale, he’s navigating one of the most trust-sensitive categories in financial services.

“In crypto, trust is everything,” Andrew said. “You can’t be relevant if you’re mistrusted - and you can’t be trusted if you’re irrelevant.”

He reflected on the post-FTX landscape, where investor confidence in crypto plummeted. Grayscale responded with a brand refresh focused on education, transparency, and relatability. Their “It’s Not Rocket Science” campaign used clever idioms and subtle Easter eggs (like cryptography equations on a chalkboard) to demystify crypto for mainstream investors.

Compliance played a starring role. Every line of copy, every visual cue was vetted to ensure regulatory alignment. For instance, the phrase “crypto isn’t rocket science” was softened to “crypto doesn’t have to feel like rocket science” paired with proof of Grayscale’s educational efforts.

“We worked closely with compliance to strike the right tone,” Andrew noted. “Even the moon reference in our video was a visual nod to crypto culture.”

Distribution as Strategic Precision

Both speakers agreed: distribution isn’t about spend - it’s about strategy. Andrew shared how Grayscale uses AI-driven programmatic buying and old-school PMP deals to stretch budgets while maintaining relevance. Rupert added that performance-based pricing models, like Dianomi’s cost-per-click approach, offer transparency and efficiency.

Rupert also highlighted the growing importance of publisher credibility in an AI-driven search world. As users increasingly rely on AI summaries, being featured in trusted outlets like Reuters or WSJ becomes a key signal of authority.

“We’re seeing brands shift back to premium environments,” Rupert said. “Social platforms can be risky - especially in financial services.”

Dianomi’s unique data - analyzing 15 million articles per month - helps brands understand not just where they’re mentioned, but how many people are reading, engaging, and converting. Some clients even amplify earned media placements as paid campaigns to extend reach and impact.

Tactical Takeaways

When asked what marketers might be underutilizing, Andrew pointed to AI tools - not just for targeting, but for creative ideation and campaign optimization. He cautioned, however, that not all AI platforms are created equal, and marketers must choose wisely.

Rupert added that while AI-generated imagery is gaining traction, some publishers are pushing back. Trust and authenticity still matter, especially in regulated sectors.

“It’s not just about what’s possible,” Rupert said. “It’s about what’s credible, compliant, and contextually appropriate.”

What’s Next?

As noted in the webinar, marketing budgets may be tightening, but expectations are rising. The key is to be smarter, not louder - using data, creativity, and strategic distribution to build lasting connections.

Whether you're promoting ETFs, insurance products, or financial education, the new rules of content distribution demand clarity, trust, and precision. This masterclass was a timely reminder that in financial marketing, relevance and rigour go hand in hand.

Stay tuned for further webinars!