Today, more than 18% of all banking institutions have dipped fingers and toes into the world of blogging, but few derive any value from it. Despite that, blogging is largely recognized as one of the key tools for omnichannel marketing, enabling organizations to develop content that works across platforms to offer value to readers and to drive search traffic. Credit unions can make use of a blog, provided they take steps to build a customer-centric blog that offers real value to its readers. Developing credit union blog ideas means understanding your members and what they want to read and approaching content with a smart strategy rather than simply trying to sell products.
Develop a Blogging Strategy
The first step to building credit union blog ideas isn’t creating a list of topics, it’s understanding your members, how often they want to connect, what value the blog will drive, and why. You also have to identify how and when to promote your blog across channels, which means connecting your blogging strategy to social media and other content strategies.
One smart approach is to integrate the sales cycle into your blogging strategy, developing a content calendar reflecting what people are most likely to buy, search for, and need at that time of the year. Chances are that your credit union has enough historical data to create strong and valuable predictions surrounding when product interest peaks, allowing you to develop blog ideas around those points. For example, taxes in April and savings plans in January.
More importantly, approaching your blog based on what your members need gives you the opportunity to offer real value when it’s needed, rather than guessing at what they want. And, if your blog aligns with your other marketing efforts, you’ll have more information to share and strengthen your ads and social media posts. Achieving this requires collaboration between sales and marketing but will greatly benefit both efforts.
Create Interesting Content
It doesn’t matter how interesting your blog ideas are if your content is boring. Too often, marketing teams start out with great ideas and eventually end up with a product promotion barely disguised as helpful. If you can’t add personality, creativity, and interest to your posts, you’re likely better off not writing them. Many other industries succeed here by integrating humor, building content in multiple formats (video, infographic, written text), and trying to approach content from the consumer’s point of view. In short, if you want a product ad, make a product ad. If you want to offer something of value to your reader, write a blog.
Develop Valuable Credit Union Blog Ideas
If you’re trying to source ideas, the truth is there’s no one size fits all solution. Anyone can, and everyone does, write about credit scores and retirement savings, but what does that say about your credit union. While your core topics need to be financial and should be valuable to readers, you should try to keep them as local as possible, creative, and you should give them personality.
That often means identifying and tackling members pain points, offering free tools and solutions, creating directories and pointers, breaking down your own services when you know members struggle with them, introducing local initiatives, championing causes, and actively working to share member stories. Put yourself in your member’s shoes, what would you want to read. Better yet, consider your own bank or another service you use, what do you read on their blog? Why? Chances are the same rules will apply when you consider it from your credit unions point of view.
Most credit unions struggle with blogging because it requires a shift from logical and direct marketing to value-added marketing, where your primary goal is engagement, not sales. Making that shift means identifying your members and their specific needs and stories and using that as a source of credit union blog ideas, rather than pulling from a generic source of savings and loan investment advice. How can you get started? Who’s your oldest member? Who’s a member who has been through extraordinary circumstances? Will they share their stories? Chances are your credit union is engaged in rebuilding, community, family, and actually helping people to achieve their dreams and those stories tie into your credit union and products as much or more than any amount of product promotion.
Learn how to take the first steps in creating a digital strategy for your Credit Union with The Ultimate Guide to Financial Digital Marketing.