What Can Content Marketing Do For You?

Content Marketing for banks and credit unions can do two things:

  1. Build your institution as a resource where your customers can get answers to the many financial issues they face throughout their life
  2. Generate more dialogues, referrals, and sales appointments through all your customer touch points (web, branch, statement stuffers, etc.)

Implemented right, a content marketing approach can substantially increase your cross selling revenue for all products, including investments and insurance.  But just having content isn't enough. 

overview of content marketing for banks

What content should you provide?

First understand the type of content your clients are interested in reading.  Compelling topics may include buying a house, sending kids to college, saving for retirement or living in retirement and so on.

Writing Style is everything

Writing style is extremely important.  By and large most Americans do not read in detail.  They want things simple and easy to understand.  Your content should reflect this. 

It's the marketing that makes the difference

Having easy-to-read content on a broad range of subjects provides the core of multiple lead generating activities.  Content should not just sit on a website, waiting for visitors.  It must engage people.  That means communicating the benefits that the content can provide, such as saving money or avoiding financial mistakes. Deliver these messages at very little cost through existing points of contact such as the website, branches, statement stuffers, email, and, most recently, mobile.  Deliver these messages in a way that initiate customer dialogues, making it very easy for customers to find the person that can provide more help and very easy for front line employees to make referrals.

What are the challenges?

  • Costs of developing and maintaining content
  • FINRA reivews (brokerage services)
  • Costs of content management system to hold content
  • Cost of database of sales people
  • Cost of referral and calendar system

Are there any alternatives?

An all-in-one package sold on a monthly subscription and based on the retail deposit size of your institution.  The system can be up and running within two months so it can pay for itself from new revenues.

Learn more about EducateFirst Financial Marketing System