The 6 Cs of content marketing for credit unions

Financial institutions can’t survive in the Digital Age without a content marketing strategy. These six tips will help you get your game plan together.

by. Christopher Rinaldi

Content marketing involves creating and distributing relevant and valuable content to attract, engage and acquire consumers while driving profitable audience action. Banks and credit unions should be utilizing content marketing to provide target audiences with useful information that draws them to a website or into the local branch for more details. Financial content marketing works best when it is easily accessible and engages audiences to create meaningful connections. Going beyond traditional marketing techniques, financial marketers should use content marketing to educate both existing and potential customers. According to the Content Marketing Institute, 58% of businesses plan to increase their content marketing budget in 2014. Let’s take a look at how to employ a contemporary content marketing strategy for financial institutions.


1. Conception: Developing a Content Marketing Plan

Planning is the first step in content marketing for banks and credit unions. WebDAM reports that 66% of the most effective content marketers utilize a documented content strategy and 86% employ a dedicated person or team to manage/execute that strategy. As a financial marketer, you need to establish the ‘what,’ ‘who’, ‘how’ and ‘where’ to support your bank or credit union’s content marketing strategy.

What are your institution’s short- and long-term business goals that content marketing can help to support or achieve? A bank might want to increase brand awareness or to generate awareness of new products, such as a mutual fund offering. A credit union might focus on driving new membership or promoting loans. Establishing success metrics upfront allows you to align content marketing tactics and reporting against tangible business objectives.

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