5 common content marketing mistakes credit unions make

As we head into September, we thought it was the perfect time to take a few minutes to review the 5 most common content marketing mistakes credit unions are making, and provide some tips on how to avoid these common, and harmful, errors.

1. Lack of fresh and topical content

We know how much credit union’s value their relationships with their customers and how much effort they put into their customer service, so we are always surprised when we see a credit union’s website missing fresh and topical content. When your customers visit your site they’re not just looking for your hours and phone number, they want information. They want to know how you can help them and how your credit union is different from all the other banks and credit unions out there.

Knowing that, and knowing the critical relationship you have with your customers, your credit union’s website should always have an ongoing flow of content that is just as lively and inviting as your credit union. Focus on content that is informative, interesting and relevant. And don’t forget, when your credit union is closed, your website is always open.

2. What? No blog?

Having an active blog is a must-have. It goes back to having fresh and topical content on your website. The benefits of having an active blog range from more website traffic, increase in engagement and getting your website found.

To help meet the content demands that a blog requires, ask numerous team members to contribute to the blog. The diverse backgrounds, ages and opinions will translate to a variety of interesting content. And using a mix of original and curated content enables your credit union to keep up with your editorial calendar. Community events, behind the scene office photos and how-to blog posts are all easy ways to jumpstart your blogging efforts!

3. Newsletters as a PDF

ExactTarget has reported that 91% of consumers check their email at least once a day.  So if your newsletters are a PDF and not HTML, then you are missing out on SEVERAL opportunities to drive and track traffic to your website and to build engagement on your social media platforms.

Newsletters should always be clickable, interactive and social. Make it easy for your customers to read more, to socialize your content and most importantly, to learn more about your credit union. Don’t miss out an opportunity to drive action!

4. Absence of Customer Engagement on Social Media

As often as we see websites lacking fresh and topical content, we just as often see Facebook pages and Twitter feeds lacking personal customer engagement. When you share content on your social media sites, the goal should be to cultivate a long-term relationship and to authentically engage your customers.

Align Credit Union does a fantastic job of taking full advantage of their Facebook page. Their recent status about Labor Day is a great example:

“Any plans for Labor Day? Here are some ideas for a nice, relaxing weekend that doesn’t cost much dough (or sitting in Maine traffic).”

Facebook pages and Twitter feeds that share photos, provide customer service, and include updates about recent community events, are ways to personalize the customer experience.  Focus on customer engagement and you will see a big return on your investment.

5. Lack of Integration Efforts

Are you putting a lot of effort into your content marketing strategy, but seeing minimal results? We can often attribute an unsuccessful content marketing strategy to a lack of integration efforts. Think about the big picture: a blog improves SEO to drive traffic to the website, social media impacts engagement and email newsletters generate clicks. Optimize your website, email newsletters and social media channels to maximize your exposure and to increase brand awareness. Make it easy for your customers to find you, and for you to find them.

To receive a free assessment of your credit union’s website and content marketing strategy, you can email me at jeff@contentmx.com.