There’s a lot of talk about social media participation, but once your accounts are created – what’s next? That’s where content comes in. Whether you create it yourself, or get it from multiple sources, having a great content marketing strategy is the next step in helping your bank’s online presence sing.
First, what is content marketing?
The Content Marketing Institute defines it as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience - and, ultimately, to drive profitable customer action.” In short, content marketing is a way to drive business through solving problems for consumers. Content marketing is also known as “Inbound” marketing, or bringing customers into your sales pipeline through search engines, social media, or links from other websites.
According to Hubspot, there are several benefits to Inbound marketing which include:
- Earns interest instead of buying it
- Communication is interactive and two-way
- Customers come to you (ie, “inbound” via search engines, referrals, social media)
- Provides value
- Entertains and educates
- Cost effective (Inbound marketing costs 62% less per lead than traditional outbound)
To be successful, content must be distributed and shared.
See the below example of how it works:
Packaging, distribution, and repurposing is really the crux of content marketing. It’s not simply creating one piece and maybe posting it on social; content marketing is milking as much as you can from that piece, repurposing it to fit multiple platforms, and distributing it across a variety of channels.
Ready to jump in? Download our white paper, 6 Steps to Building a Content Marketing Strategy for Financial Services!