How Can Financial Services Companies Utilize Content Marketing to Attract Millennials?

At approximately 80 million, Generation Y (a.k.a. Millennials) hold an annual spending power of $200 billion. Given Millennial consumer demand for information, knowledge, and transparency all powered by technology, how can companies pursue digital marketing in a strategic way? 

In my research at The Fuqua School of Business at Duke University, I examine Millennial needs, wants, and preferences for companies to understand. Specifically, I look at content marketing within the financial services industry and provide recommendation and implementation plans. These best practices; however, traverse industries and can benefit any company looking to attract and retain the Millennial consumer.