Undoubtedly, content marketing is one of the most important elements of the marketing strategy of any type of business including credit unions. Content is how your audience perceives you, and it can be your brand signature. No matter how much time and effort you put into creating an outstanding website design or creative layouts without the proper content which will speak clearly to your potential customers your strategy is doomed to failure. The purpose of the content marketing strategy is to inform, attract and retain your target audience while distributing relevant and consistent content that will add value to your readers. Especially now when millennials and generation Z prefer using online financial services rather than in-person, paying attention to your content is of primary importance.
To help you in the process we’ve recognized 4 ways in which you can master the content marketing strategy for your credit union.
Produce Branded Content
Nowadays, there are various channels where you have the opportunity to present your content and promote your credit union. Whether that’s social media, Youtube, blog articles, or podcasts, your content has to represent your brand. In order to master this aspect of your content marketing strategy make sure to write and produce content that speaks the language of your credit union and that your audience can easily recognize your brand at a first glance.
How can you do that? – For instance, if your credit union offers some kind of easy-to-use service or self-service options, the content you present has to reflect that. In this case, the target audience would potentially be generation Z who are used to multi-task so producing mobile-friendly bite-sized content can capture their attention.
Promote Your Content Through Different Channels
It’s not enough to simply create quality content if nobody will read it. For that reason, it’s crucial that you take advantage of each channel to promote it in the best possible way. After publishing a well-written blog article don’t forget to share it on social media or distribute it in various forums. Another way to utilize your content is to create videos or different creatives for your target audience. What better way to promote your new product or service than to produce a series of explainer videos to help the users understand why they need it and of course buy it.
Implement Storytelling in Your Content Marketing
Storytelling is an essential part of any content marketing strategy. Financial topics can be tedious for reading, so it’s important for credit unions to find different ways to create and tell stories. One way to make your content more interesting is by writing a series of step-by-step short articles to keep them engaged. Or alternatively, get more creative and use real personal stories to connect with your audience. Give them something they can relate to and use case studies to show them how your service or company has had a positive impact on some users or even better on society.
Provide Value Through Your Content
No matter how much content you write and how frequently you do that, if your words don’t add any value to your audience your credit union won’t reach its goal – to attract and keep the potential customers. In order to be successful in your content marketing, there are some things to keep in mind. First of all, determine your target audience and be specific about the demographics. Next, specify the format of your content, the type, and finally think about the value you can provide to your audience, but to your credit union as well. Is your purpose to drive sales, get consumer engagement, or provide information to your readers. Once the goals are established you can start planning your content.
Finally, the best way to master the content strategy for your credit union is to get it well aligned with the SEO, email marketing, social media, and PR strategies. They are all intertwined and have to work together to yield results. And if you believe that you don’t have enough capacity to do this internally, the team at CUWebsite Services is always here to provide you with guidance or help in this process.
