In the latest episode of the Financial Marketing Insights podcast, we spoke with Satwant Wishart, CEO and co-founder of Casey Wishart, a content studio that works with specialist sectors like finance and professional services. With a background in journalism and a deep understanding of storytelling, Sat and her team help firms translate complex ideas into compelling, multi-format content.

From Newsroom to Boardroom: A Journalist’s Journey into Financial Content

Sat’s career began in traditional journalism, cutting her teeth at local newspapers, the Daily Mail, and later the BBC. But it was her time at CNBC, where she ran the early-morning business show Squawk Box, that sparked her interest in financial storytelling.

“After the 2008 financial crisis, I realized how important it was to understand finance,” she explained. “That’s when I really started to see the power of translating complex financial topics into accessible stories.”

This journalistic foundation became the blueprint for Casey Wishart’s approach: helping financial firms communicate with clarity, creativity, and credibility.

The Content Crunch: Marketers Under Pressure

One of the most striking findings from Casey Wishart’s new study was that resource limitations now top the list of challenges for financial marketers - outranking even the perennial pain point of measuring ROI.

“94% of marketers said resource constraints were a persistent to acute challenge,” Sat noted. “And it’s not just about headcount - it’s about the skills gap. Today’s marketers are expected to be content strategists, video producers, social media experts, and storytellers all at once.”

The study also revealed that many marketing teams lack two critical capabilities: subject matter expertise and storytelling skills. This is especially problematic in technical sectors like finance, where content must be both accurate and engaging.

The Rise of the Corporate Newsroom

To meet the demands of always-on content, Sat advocates for a “corporate newsroom” model - an idea rooted in her journalism background and used by Casey Wishart themselves to test out new ideas that clients might draw inspiration from.

“In a newsroom, you’re constantly creating a drumbeat of content. Marketers today face the same pressure,” she said. “But to do that well, you need to know how to find stories, shape narratives, and adapt them across formats.”

This shift also means moving beyond the traditional article. Today’s audiences expect multi-format content - from podcasts and videos to data visualizations and social posts - all tailored to different platforms and attention spans.

Marketing to the Machines

Unsurprisingly, AI was a hot topic in the study. But the findings were more grounded than sensational.

“Only about half of marketers are using AI at all, and most of them are using it in small ways – such as refining copy or generating social posts,” Sat explained. “There’s no big ‘Aha’ moment yet.”

What’s more interesting, she says, is the emerging idea that large language models (LLMs) are not just tools - they’re audiences.

“When someone asks ChatGPT about your brand, it’s going to give an answer. But where is that answer coming from? It’s based on the content you’ve put out into the world,” she said. “So now, marketers need to think about how to shape their content for machines as well as humans.”

This means returning to best practices: well-structured, well-sourced, authoritative content. Ironically, the rise of AI may be pushing marketers back toward the fundamentals of good journalism.

Thought Leadership That Converts

While short-form content may grab attention, it is high-quality thought leadership that drives conversions - especially among the 5% of buyers who are actively in-market.

“There’s a lot of data showing that it’s not the flashy GIF that converts - it’s the in-depth, well-written piece that builds trust,” Sat said. “And that’s where storytelling, authority, and relevance really matter.”

She also emphasized the renewed importance of trusted media partnerships. While owned content is valuable, LLMs tend to favor licensed media sources - making PR and branded content more relevant than ever.

Looking Ahead

As financial marketers navigate a rapidly changing landscape, Sat’s message is both practical and optimistic.

“Yes, there’s more to do. But a lot of it is about returning to what we know works - clear, credible, well-crafted content,” she said. “And if we can do that across formats, platforms, and audiences - both human and machine - we’ll be in a strong position.”

To hear more about the Global Marketing Leaders Content Study, please visit the Casey Wishart website here: https://caseywishart.com