Learn the basics of content marketing in the financial services business.

1. Content Marketing for Banks and Credit Unions
101
|

2. 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?
• What kind of content is needed?
(Examples)
|

3. “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
|

4. 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.
|

5. 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.
|

6. 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.
|

7. |

8. 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
|

9. Move to Financial Services
Old Barriers
• Regulation
• Can’t just hire writers as freelancers
without compliance issues
• Inside writers can be compliance controlled
but are expensive
* Content Marketing Institute
|

10. 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 the 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
|

11. What Kind of Content is Needed?
Broad
Relevant
Under your
brand
Organized
around life
events
|

12. What Kind of Content is Needed?
• Easy to read and easy to understand , demystifying complex topics
without jargon.
• 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
|

13. In Summary
•
Your customers need help
•
They will buy from the one who provides it
•
You want it to be you, not the competition
“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
|

14. Next Step
To learn more about how
Content Marketing can drive
sales, register for a One on One
Demo at
www.truebridge.com
|

15. 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
Click to connect
with us!
|