Published on February 14, 2014
Content Marketing for Banks and Credit Unions 101 |
Topics We’ll Cover, Questions We’ll Answer • Consumer Buying Behavior • What is Content Marketing? • Who Uses Content Marketing? • Why is it so important to financial institutions? • What kind of content is needed? (Examples) |
“People want to be taught not sold. When trust is the goal, companies should strive to sell by not selling.” Joe Pulizzi, Content Marketing Institute |
Consumer Buying Behavior 1. People are looking for easy to understand answers to help them make better decisions for the financial issues they face. 2. Research shows that 74% of consumers said they would buy from the one who provides it. |
Consumer Buying Behavior 3. This is especially true around life events when, according to Forrester Research, they are 43% more likely to buy a financial product. 4. If customers don’t get this content from their financial institution, they will get it from someone else. The competition is relentlessly doing so today. |
What is Content Marketing? • The marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage customers. • Doesn’t interrupt customers with sales messages they might not care about. It delivers content they actually want to engage with. |
Who Uses Content Marketing? • Content Marketing is not new • Home Depot / John Deere (1895) / Nike launched a jogging movement in 1966 by educating folks — not about jogging shoes, but rather on the overall benefits of jogging.* * Content Marketing Institute |
Move to Financial Services Old Barriers • Regulation • Can’t just hire writers as freelancers without compliance issues • Inside writers can be compliance controlled but are expensive * Content Marketing Institute |
Why is it so Important? • People are looking for easy to understand financial answers from someone they trust • Relevant content makes you the resource for the answers your customers want and enables you to initiate dialogues about more of your customers’ financial needs creating • more selling opportunities • more brand loyalty • Delivered in a very cost effective way by leveraging existing channels both online and in the branches |
What Kind of Content is Needed? Broad Relevant Under your brand Organized around life events |
What Kind of Content is Needed? • Easy to read and easy to understand , demystifying complex topics without jargon. • Professionally created and maintained for legal, tax, and regulatory changes. • Compliance reviewed including FINRA review letters for investment related content • Reviewed and approved by B/D compliance department • Expanded as needed to reflect changing rules and regulations |
In Summary • Your customers need help • They will buy from the one who provides it • You want it to be you, not the competition “We are living in a content-driven economy. You cannot survive in the banking space today without a content marketing strategy.” Jeff Pilcher, The Financial Brand |
Next Step To learn more about how Content Marketing can drive sales, register for a One on One Demo at www.truebridge.com |
About Us ● Twelve year old privately owned company ● Principals have spent a majority of their careers in the financial services and marketing industries ● Work with financial institutions of all sizes in helping them generate more sales through more channels Click to connect with us! |
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