Comments on: Content Marketing Lessons for Financial Institutions

By: Darin Diehl

Darin Diehl — Tue, 22 Nov 2011 15:02:43 +0000

Agree with Chad that content needs to be “relevant, findable, persuasive and sharable.” I like what Lee Odden (author of Optimize) says about content marketing – that you first need to optimize your content for your reader (relevancy), then for search (findability) and then for social media (sharability). With the launch of BrighterLife.ca, we focused on blogger/influencer outreach and social extensions (Facebook, Twitter, YouTube). The fact Kevin’s Today’s Economy Blog (mentioned earlier in comments) was already established helped the bigger content hub get a toe hold within the blogosphere. We’re able to maintain both the Google juice that’s been built up over time – and the relationships Kevin has grown with other bloggers – both key to growing the acquisition of readers.

By: Chad

Chad — Mon, 21 Nov 2011 15:52:58 +0000

Canadian FIs are really leveraging content to build deeper relationships with their customers. Check out SmartSteps for Parents (bmo.com/smartparents) or SmartSteps for Business (www.bmo.com/smartbusinessowners. Wonderful examples of content helping to support the customer buying cycle.

But to Editor’s point, content marketing shouldn’t be seen as a tactic (i.e. just build a community site). The elements of content strategy should be used when producing content for any of your marketing efforts, from print brochures to branded community portals. Your content should be relevant, findable, persuasive and sharable.

By: Luke Owen

Luke Owen — Wed, 21 Jul 2010 12:28:43 +0000

Kevin, that’s the beauty of the blogosphere, it may have been published months ago but it still remains relevant today and you were able to find is the most important part.

Keep up the good work with the blog.

By: Kevin Press

Kevin Press — Tue, 20 Jul 2010 17:47:51 +0000

Luke, thanks. This is a terrific piece. Wish I’d found it sooner.

Your second key takeaway is critically important. We’re all tired of traditional marketing messages, and I would argue that this presents a uniquely difficult challenge to financial services marketers in light of the financial crisis. Among too many consumers, our industry is seen as part of the problem rather than the solution.

Providing solid, non-sales oriented content – in effect earning back the consumer’s trust (and attention) – is a must for our industry.

We launched the Today’s economy blog in March 2009. It’s dedicated to helping Canadian consumers navigate the downturn and recovery. Like Truliant’s blog, we’re dedicated to steering clear of product promotion. We’re thrilled with the response we’ve received.

By: Ryan Shell

Ryan Shell — Thu, 18 Mar 2010 15:30:56 +0000

In regards to credit union blogs, I’d like to highlight Truliant’s – http://www.truliantfcu.org/blog. You’ll notice the goal isn’t product pushing.

Ryan

By: Niche Banking

Niche Banking — Tue, 16 Mar 2010 16:08:57 +0000

Thanks Luke, we are excited about our concept. We still have a few more ducks to get in a row before we make it all really clear to the world what we’re working on. Stay tuned! And regarding http://www.beerloversbank.com, yes I’ve definitely heard of that….

Keep up the good work

By: Luke Owen

Luke Owen — Tue, 16 Mar 2010 13:45:55 +0000

@nichebanking, this is an interesting approach your group is taking. Have you ever heard of these guys: http://www.beerloversbank.com/ –

@kasey thanks for your feedback. I checked out your site and will follow you on twitter (@truebridge).

By: Kasey Skala

Kasey Skala — Tue, 16 Mar 2010 02:58:20 +0000

Financial education isn’t the only content institutions can produce, but in today’s climate, it’s the most important. As Luke mentioned, it’s also the one that most institutions fail at.

American Express’ OPEN Forum is by far the best example, in my opinion, of providing educational material in a manner that doesn’t come off as self-promoting. But in the end, who benefits? AMEX.

I’ve noticed a number of smaller banks and credit unions beginning to focus more on education the past 6 months. One approach that’s easy and effective is video, but again, a lot of using it incorrectly.

Clearly, education is the way to go though. If I come to your sight, don’t feel like I’m getting sold a product that I may not need/want, and walk away with something (knowledge, awareness, education) than I’m more likely to come back and in the end, purchase said product.

Nice article, Luke.

By: Finance + Content Marketing = A Happy Couple? | Uncategorized | ideaLaunch

Fri, 12 Mar 2010 19:17:10 +0000

[...] week’s case in point: TheFinancialBrand.com just published a blog post, “Content Marketing Lessons for Financial Institutions,” in which writer Luke “Kip” Owen highlights AnchorBank’s content marketing approach. [...]

By: Niche Banking

Niche Banking — Fri, 12 Mar 2010 16:59:47 +0000

Good discussion going here. Although I had not thought of it using the term “content marketing,” it turns out that descriptor is a very good way to explain some of the key strategies we are planning to employ at Nicheruptive. At today’s financial institutions, content marketing is…marketing. It’s ancillary decoration (albeit very important decoration, don’t get me wrong) to attract customers. In other words, a bank is still a bank, but uses a different form of bait to attract its target market. What we’re working on is kind of the opposite, though. In our case, in creating niche banks, the content IS the company. The banking services will be secondary. Our goal is that nobody will come to us because of our banking services; they will come to us because the content that defines us resonates with them. The banking services will just be there as tools if and when they are needed.

Whereas content marketing is about trying to create engagement where a bank already exists, our work will be in creating a bank where engagement already exists.

If that’s not confusing enough, I can try harder.

By: Luke Owen

Luke Owen — Fri, 12 Mar 2010 15:54:44 +0000

I think it was Jeff Stephens who brought up the example of providing the community with a place to go to find great deals from various local retailers throughout the community. In my view, this is an aspect of “financial education”. You’re helping people to be aware of ways they can save money. I know Umpqua tweets this kind of information to their followers. Often times the retailers they’re mentioning are their own clients. In the end, whether it’s a video, podcast or newsletter, the content makeup will have something to do with financial education or information because that’s what we want from our banks and credit unions.

By: Editor

Editor — Fri, 12 Mar 2010 15:42:04 +0000

Is “financial education” the only kind of educational content that financial institutions can/do produce?

By: Luke Owen

Luke Owen — Fri, 12 Mar 2010 14:27:18 +0000

I found a pretty good list of books on the subject of content marketing. The one we site often at Truebridge is Get Content, Get Customers by Newt Barrett and Joe Pulizzi: http://shellybowen.com/2010/03/content-strategy-books/

By: Luke Owen

Luke Owen — Fri, 12 Mar 2010 14:04:24 +0000

Jeff, the best way to think of content marketing is to think of every marketer in any type of institution acting like a publisher of a magazine or newspaper. In some form or fashion your goal is to educate or rather inform the audience on some topic. While the content is educational in nature, the approach is quite different then the many financial literacy programs you’re probably more familiar with. Implemented the right way, you can engage clients while at the same time generate quality referrals to your professionals at the bank who can take things to the next level with the client. The goal of content marketing, at least in our approach, is to drive referrals and appointments with more customers with all of the bank or credit unions products and services, including investments and insurance. To do this you need the right tools and process in place. As we always say, content alone is boring and content alone is not going to necessarily generate new biz for you.

By: Editor

Editor — Fri, 12 Mar 2010 02:55:51 +0000

Are there other forms of “content marketing” for financial institutions besides “financial education?”