{"id":750,"date":"2019-01-05T16:04:02","date_gmt":"2019-01-05T14:04:02","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=750"},"modified":"2019-01-05T16:04:02","modified_gmt":"2019-01-05T14:04:02","slug":"9-ways-financial-marketers-can-get-content-marketing-right","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/9-ways-financial-marketers-can-get-content-marketing-right\/","title":{"rendered":"9 Ways Financial Marketers Can Get Content Marketing Right"},"content":{"rendered":"
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The popular\u00a0Michelin Guide<\/em>\u00a0first published over 100 years ago that gave French motorists suggested interesting destinations \u2014 thereby wearing out their Michelin tires along the way \u2014 is one of the earliest examples of great content marketing.Today content marketing has evolved and expanded far beyond print to include digital articles, videos, infographics, and more. Many financial institutions dip their toes into it, often by posting blogs. However, the results they hope for rarely materialize, however, because the entire effort gets off to an unplanned start.<\/p>\n

\u201cYou need to be agile, but you still have to have a plan,\u201d believes Sean Tyson, Co-Founder and Chief Strategy Officer at\u00a0Quietly Media<\/strong>.<\/a>\u00a0Tyson shared his insights on content marketing in the banking industry in a webinar,\u00a0\u201cAdd Value Without Ads: 9 Essential Content Marketing Strategies for Financial Institutions.\u201d<\/a><\/p>\n

Farewell Advertorial, Hello Timely Information<\/h3>\n

One reason content marketing continues to grow is because ad blocking continues to increase, according to Tyson. Over 70 million web users in the U.S. block traditional digital ads, and close to 1 billion will be blocking ads internationally within a few years.<\/p>\n

Tyson has heard from advertisers using programmatic digital ad buying platforms who joke that they are becoming \u201chyper-efficient at providing things that no one really seems to want.\u201d<\/p>\n

Key Question:<\/strong>\u00a0How can banks and credit unions punch through with messages that consumers want to read (or listen to),\u00a0and that result in more business?<\/em><\/p>\n

While the role of print publications overall is declining, Tyson points out that consumers still pay for serious magazines that contain articles that they want or need to read. Whether or not you use print, the message here \u201cis that if you want attention, you must provide something of value.\u201d That means that content must be informative, not promotional. And that it be well-written or, in the case of video, well-produced.<\/p>\n

Reality Check:<\/strong>\u00a0Content marketing isn\u2019t \u201cfree\u201d \u2014 consumers trade their time for it. Therefore, brands must earn attention with great content, instead of paying to interrupt it, cautions Tyson.<\/p>\n

Successful content marketing takes more than having someone write a monthly personal finance blog on a bank or credit union website on whatever comes into their head. Tyson believes there must be a purpose and goal behind each message that ideally guides consumers through the sales journey for some product or service. Many institutions struggle with this \u2014 a poll taken during the webinar found that 32% of listeners, the largest group of respondents, have had trouble showing that content marketing produces results.<\/p>\n

\u201cThere is an insatiable need for content,\u201d said Tyson, and those who can provide it with the appropriate quality to the right consumers at the right time can see business improve. \u201cIt isn\u2019t easy, and it can cost more than advertising.\u201d<\/p>\n

Here\u2019s a recap of the nine key content marketing strategies Quiet.ly outlines for financial institutions, or you can watch the entire webinar \u2014 just enter your email address in the form below.<\/p>\n

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\"Webinar\"<\/div>\n
ON-DEMAND WEBINAR<\/div>\n
9 Essential Content Marketing Strategies for Financial Institutions<\/div>\n
From generating greater awareness to converting more leads, a data-driven content strategy can have a multiplying impact on a financial institution\u2019s marketing success.<\/div>\n
INSTANT PLAYBACK – WATCH NOW!<\/div>\n
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ENTER YOUR CORPORATE EMAIL ADDRESS<\/p>\n
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1. Content should be data-driven.<\/strong>\u00a0Quietly recommends financial marketers use data to remove subjectivity from their creativity, and that they look beyond their institutions\u2019 own data. For instance, Google Analytics and other tools can help an institution decide what to use content marketing for \u2014 ideally, to select those subjects consumers most crave information on.<\/p>\n

2. Look at competing offerings as a guide.<\/strong>\u00a0Especially in the Google Age, consumers don\u2019t confine themselves to a handful of information sources. They roam the \u201clibrary shelves\u201d and \u201cnewsstands\u201d of the world with abandon. What are they reading and viewing already? Services like\u00a0BuzzSumo<\/a>\u00a0can show banking providers what other content marketers are publishing.<\/p>\n

3. Create content for a specific purpose.<\/strong>\u00a0To determine what messages should be presented when, you need to understand both consumer personas and the journey maps for various banking products. For example, Quietly outlines what a basic content marketing strategy for a bicycle shop might look like:<\/p>\n