3 Steps to getting the most from your content marketing strategy electricity and circuits class 6 questions


Content marketing is a highly effective approach to engaging any target audience. When executed properly, a content marketing strategy leads to more informed, financially capable citizens. At the same time, it yields strong business development benefits for your organization.

Creating compelling content within a marketing context means striking a delicate balance between relevant and interesting material that informs and provides value to consumers while simultaneously promoting your brand without crossing the line.

More and more financial institutions are building their content marketing strategy around a steady diet of financial education topics and themes. A robust comprehensive financial education program can actually serve as the primary pillar for a bank or credit union content strategy. This not only builds trust with consumers, it powers business growth opportunities — consumers will often turn to sources they trust when it comes to financial decisions.

If you position your bank or credit union as a knowledgeable, reliable provider of insight and advice, more people will choose you the next time they have a financial need. The vast majority of consumers who have received guidance from their financial institution have high levels of trust, retention, and advocacy. In fact, as a marketing tool, a content strategy built around financial education can’t be beat. Studies have shown that consumers who received financial education were 29 times more likely to obtain financial products and services than if they had just been exposed to traditional media advertising alone.

Demographics, behavior patterns, motivations and goals of the accountholders you have today are all parameters you can use when developing personas of the accountholders you want in the future. Leverage additional qualitative data through interviews and surveys. Some of the persona types you define might include “Millennial Small Business Owners” or “Spanish-Speaking Under-Banked Consumers”.

Once you determine who your key personas are and what they care about — and how they correlate to your institution’s goals and strategic priorities — you can begin developing messaging that’s relevant to them. Conduct an audit of your pre-existing content. What do you already have, and what do you need to create?

In some ways, the most important marketing is internal marketing. It is essential that you have data tracking and metrics in place now, so you can ultimately show internal stakeholders how your content marketing efforts are making an impact and producing results.

Depending on your organization’s top priorities and content marketing goals, you might emphasize data on engagement levels, knowledge gain, behavior change, community development, up-sells, lead generation and the net new number of accountholders. It’s critical that you not only communicate the results, but also show how they derived specifically from your content marketing strategy or financial education program.

Data is the key to ongoing internal support. Many banks and credit unions already have some form of perfunctory “financial education program” in place, but few make any effort to track its impact. But by providing concrete evidence of success, a strategic content marketing plan will see budget increases and program growth, which, in turn, helps you better serve your consumers, impact your community and achieve your business objectives long-term.