If you’re like many financial marketers, you know that you should be doing content marketing, but you’re not sure what kind of content to create. In this post, we’ll explore five types of content that work well for financial institutions.
- Thought leadership
Thought leadership is any content that allows you to simultaneously provide value and display your industry expertise. Examples include white papers and guides. Remember that the primary goal is to provide information about a specific topic, so be careful not to sound too salesy.
Education is a great way to engage prospects in any industry, but it’s especially true for banks and credit unions, where prospective customers are often actively searching for financial knowledge. By addressing an active need, you’re helping consumers build financial know-how while also building trust and credibility in your brand.
Blog posts—like this one—are shorter articles that provide a little bit of info on a certain topic. They require less time to read, and they’re highly searchable and shareable. It’s important to blog regularly—perhaps once a week—to provide fresh information to your readers and not appear “stale.”
- Case studies
Case studies relate stories of how your brand has helped other people. By providing relatable stories, case studies help customers imagine how your services could also help them with their own pain points. Case studies can also be posted to, or promoted on, your blog.
A webinar is a virtual classroom, where a presenter teaches a class, asks questions to a panel, or takes questions from an online audience. Although they are usually live, webinars can also be recorded and posted to your website, where they can add continue to add value in the future.
Content marketing is an integral part of digital marketing, but there’s a lot more to know. To learn more about digital marketing for banks and credit unions, download our complete Introduction to Digital Marketing Guide here.