In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it. In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.