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Learn how content marketing can drive brand awareness and generate sales for banks and credit unions. People are looking for answers to their financial questions. They will overwhelmingly buy from the answer provider. See how your bank or CU can become that kind of valuable resource.
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Topics We’ll Cover, Questions We’ll Answer
• Consumer Buying Behavior
• What is Content Marketing?
• Who Uses Content Marketing?
• Why is it so important to financial institutions today?
• What kind of content is needed? (Examples)
• How can content drive sales? (Examples)
• Revenue Opportunity
• Build or Buy Considerations
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Consumer Buying Behavior
1. People are looking for easy to understand answers to help them make better decisions for the financial issues they face.
2. Research shows that 74% of consumers said they would buy from the one who provides it
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Consumer Buying Behavior
3. This is especially true around life events when, according to Forrester Research, they are 43% more likely to buy a financial product.
4. If customers don’t get this content from their financial institution, they will get it from someone else. The competition is relentlessly doing so today.
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What is Content Marketing?
• The marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage customers.
• Doesn’t interrupt customers with sales messages they might not care about. It delivers content they actually want to engage with.
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“People want to be taught not sold. When trust is the goal, companies should strive to sell by not selling.”
Joe Pulizzi, Content Marketing Institute
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Who Uses Content Marketing?
• Content Marketing is not new
• Home Depot / John Deere (1895) / Nike launched a jogging movement in 1966 by educating folks — not about jogging shoes, but rather on the overall benefits of jogging.*
* Content Marketing Institute
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Move to Financial Services
• Regulation
• Can’t just hire writers as free lancers without compliance issues
• Inside writers can be compliance controlled but are expensive
* Content Marketing Institute
Old Barriers
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Why is it so Important?
• People are looking for easy to understand financial answers from someone they trust
• Relevant content makes you the resource for these answers your customers want and enables you to initiate dialogues about more of your customers’ financial needs creating
• more selling opportunities
• more brand loyalty
• Delivered in a very cost effective way by leveraging existing channels both online and in the branches
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What Kind of Content is Needed?
Broad Relevant
Under your brand
Organized around life
events
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• Easy to read and easy to understand , demystifying complex topics without jargon. People have a short attention span and don’t like to read long or complex content.
What Kind of Content is Needed?
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• Professionally created and maintained for legal, tax, and regulatory changes.
• Compliance reviewed including FINRA review letters for investment related content
• Reviewed and approved by B/D compliance department
• Expanded as needed to reflect changing rules and regulations
What Kind of Content is Needed?
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Delivery Makes a Difference
Content that sits idle on a website waiting for visitors does little to help you or your customers
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Delivery Makes a Difference
Content that generates dialogues and selling opportunities depends on: • How it is Delivered• Where it is Delivered
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How it’s Delivered
Content needs to engage people, help them see needs that are not apparent to them, and connect them to the exact person that can provide help
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How it’s Delivered
Examples
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Where it’s Delivered
To initiate dialogues with the person that
can help with
Deposits
Loans
Mortgage
Small Business
Investments
Insurance
Trust
Online educational content around
life events
Mobile
Worksite
Delivered through multiple channels
ContactCenterSocialMedia
Website
Branch
Examples
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Branch
Onboarding
Account Servicing
Frontline employees introduce the content as a value added service and offer guides relevant to their life events as a part of their everyday service-focused routine. The request for a guide is an automatic lead.
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Regular part of email messages
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Social Media
Twitter Solution Facebook Solution
Edu Posts
Edu Tweets
Compliant and controlled educational messages provide a “voice” for social media that customers appreciate
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Mobile
All content and features of the Financial Answer Center are formatted for easy access through mobile devices
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Worksite Delivery
Link to Financial Answer Center as an employee benefit draws employees of business customers to you for financial education and people that can help
Financial education is one of the most rapidly growing employee benefits. Your business customers can provide it to their employees with a simple link
Employee Benefit Portal
© 2013 Truebridge, Inc. All rights reserved.
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Content Calendar
The whole process can be made very easy with the use of a simple content calendar that schedules content delivery
• By date
• By topic
• By channel
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Activity Levels to Revenue Impact
Revenue Opportunity Calculator
Calculator can be found at www.truebridge.com/resources/roi-calculator
Make you own assumptions
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In Summary
• Your customers need help
• They will buy from the one who provides it
• You want it to be you, not the competition
Moves the need for content from a “nice to have” to a “must have” to protect and grow your customer base.
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“We are living in a content-driven economy. You cannot survive in the banking space today without a content marketing strategy.”
Jeff Pilcher, The Financial Brand
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Build or Buy
Build• Create
• Maintain
• Host
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Build or Buy
Buy entire system for a monthly subscription fee• Customized to match your look and feel
• Integrated employee pictures and contact information
• Professionally maintained by a top national accounting firm
• Individual customer service to ensure active usage and shared “best practices”
• Hosted through top-ranked secure facility
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About Us
● Twelve year old privately owned company● Principals have spent a majority of their careers in the
financial services and marketing industries● Work with financial institutions of all sizes in helping
them generate more sales through more channels
Connect with us!
