7 content marketing questions credit unions must answer
by: James Robert Lay
During a recent phone call, I was asked how a bank’s marketing department could get their digital marketing budget increased. They were looking to use content marketing but were getting resistance from others on the executive team, including the CFO and CEO.
It was a good question. And I think we can all benefit from it.
What’s the point of content marketing anyway?
Simply put, content marketing is just another kind of marketing activity that, if executed properly, should help your bank or credit union achieve one of four key goals for growth:
- Build digital brand
- Attract leads
- Convert leads
- Grow share of wallet
If your content marketing is not directly impacting one of these goals, it’s probably a waste of time and finding the resources to fund it will be a challenge.
Furthermore, your content marketing should educate, inform and inspire those who read or watch the content, translating into achieving your specific growth goals.
Content marketing can help your bank or credit union tell stories that sell, increase leads and grow share of wallet. And this is one reason we stress the importance of having a content marketing plan.
What bank and credit union executives really care about
Content marketing is a means to an end. Bank and credit union executives could care less about clicks, likes and shares.
To help you in your content marketing planning efforts, the following seven questions are a good test to see if your bank or credit union is ready to use content marketing:
- Will your content increase digital consumer awareness?
- Will your content increase leads at the top of the funnel?