6 Tips To Turn Your Bank Into A Content Marketing Powerhouse
When you think about a community bank, you might picture friendly tellers, cashing your checks, deposits via vacuum tubes, and colorful lollipops on the counter. “Multimedia publishing house” is probably not something that comes to mind but my company, First Bank, has reinvented itself into just that.
At First Bank, we wanted to become less of a, “transactional, check-your-balance bank,” and more of a financial partner that offered educational content and advice for each of life’s milestones; whether it’s buying a home, starting a family, or opening your own business.
And if a traditional “small town” bank can become a content marketing powerhouse, so can your business.
After working with the talented First Bank marketing team for over two years, here are some key lessons I’ve learned that you should keep in mind when building your own content strategy.
1. Use Your Resources
Large companies can hire agencies full of ex-journalists and talented copywriters to churn out hundreds of blog posts, colorful infographics, and Hollywood-quality videos. Most businesses don’t have that luxury so it’s important to utilize the resources you have.
As you develop your content strategy, think about the experts that are already within your organization. Content isn’t just created by the marketing department it involves everyone across all levels and departments. When we wanted to write about the state of the housing market in North Carolina, we turned to one of our mortgage loan officers to co-author a blog post. When we wanted to help business owners select the right credit card, we recruited our director of card services for a sit-down interview. Everyone has an area of expertise so don’t be afraid to get others involved.
2. Data Is Your Friend
It’s important to learn all that you can about your target audience before developing a strategy. Start with the geographic region you serve and collect information about key demographics, top publications, and even popular community events in your area. Don’t be afraid to use survey tools to learn more about your current customers and their preferences.
Once you have some data, you can create more tailored content for specific audience segments. For example, we divided our mortgage customers into First Time Homebuyers, Experienced Homebuyers, Refinancers, and Home Builders. Then, we created content for each segment. It may seem like more work but it’s better to send one personalized e-newsletter to each group per month than four general emails to all customers.