Content is Everything


You’ve heard the phrase “Location, Location, Location!” when it comes to brick and mortar buildings. Building branch offices is no different. However, when it comes to digital marketing, it’s all about “Content, Content, Content!”

When you think about it, content is what keeps the internet relevant and moving forward. Think about your bank’s website. Without content on your site, there would be no reason for customers to come back (except perhaps to log in to online banking) or for perspective customers to visit your site and find out more about your bank. Content is the number one changing item on a bank’s website.

So why, in a digital age, does the production and sharing of content go overlooked? Many times, the funding of content (and marketing through content) is the first line item to be reduced or eliminated in budget cuts. Content is not only the lifeblood of the digital age, but how banks communicate their stories, difference and continue to make themselves relevant to customers.

Staying relevant to your customers is one of the hallmarks of content. Allowing your bank to be relevant keeps existing customers coming back to your bank, and new customers drawing to the bank in time of financial decision making.

There are a lot of different definitions of what content actually is out there. Content for your bank typically falls into one of two categories:

  • Financial education content. These are different pieces (articles, infographics, etc.) that your customers can use to learn more about how you can help them through their financial life. Articles on investing for retirement or the differences between all of the IRAs.
  • Promotional content. Promotional content pieces are often written as events happen or trends occur. They might originate in the form of a blog post on your bank’s website, and be adapted for various channels. Promotional content are great engagement pieces for your customers, and provide a natural conduit to link to your educational content when appropriate.

The two categories of content should work together nicely, but also be able to stand alone on their own. The key is to realize and identify what behavior you are trying to drive with a piece of content. Also consider at what point in the buyer’s journey the content is relevant.

When combining the thought process behind the buyer’s journey and behavior, together with the style of content you are distributing, the bank now creates a robust cross-sales ecosystem. This ecosystem has the ability to prove bottom line results and move the bank forward.

RELATED: Download our white paper “Making Social Media Sell” and turn these platforms into content distribution networks!