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Content Marketing for Banks and Credit Unions 101

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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)

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“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

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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.

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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.

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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.

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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

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Move to Financial Services

• Regulation

• Can’t just hire writers as freelancers without compliance issues

• Inside writers can be compliance controlled but are expensive

* Content Marketing Institute

Old Barriers

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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

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What Kind of Content is Needed?

Broad Relevant

Under your brand

Organized around life

events

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• 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

What Kind of Content is Needed?

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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

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Next Step

To learn more about how Content Marketing can drive

sales, register for a One on One Demo at

www.truebridge.com

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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!