Banks are transforming to adapt to the digital age. Content marketing helps achieve this goal by reaching all audiences, educating consumers and personalizing their experiences.
content marketing banks
Technology is dramatically changing financial services and has been doing so for years. Back in 2015, a Deloitte report claimed that the banking experience of the future would be completely virtual, customer-oriented, frictionless and personalized.
Today, that's how it is, or at least that's how customers expect it to be. Consumers have gradually understood the potential of digital communications and solutions. Today, 66% of customers conduct half of their banking transactions online, a number that is expected to continue to grow, according to research from Accenture Strategy .
Creating a seamless digital experience across online channels is therefore a priority for banks. Doing so can be the key to a financial institution's success. One of the best ways to achieve this is by adopting a content marketing strategy .
This type of marketing consists of creating, publishing and distributing relevant content for an audience with the aim of obtaining prospects, positioning itself in the minds of the client, strengthening vp purchasing officer email lists trust in the institution and building loyalty. If a bank wants to convince its clients that it is their best option, it can demonstrate this through a strategy based on valuable content.
Marketing strategy for banks
How strategic content marketing benefits banks
In a market like banking, where there is little differentiation between products, the brand affinity and trust that a bank builds among customers is key to remaining relevant. Content marketing helps achieve these objectives and also enables other objectives that are essential for banking today.
Reach younger audiences
One of the goals of banks is to reach younger audiences. Millennials are at the heart of their strategy, having overtaken baby boomers as the largest generation in 2016. However, it is not easy for banks to reach this audience: it is a group that is reluctant to be banked. Millennials also tend not to trust disruptive advertising much.
According to the report New money: how top finance brands use content marketing to win in a customer-centric world , published by The Content Strategist , millennials skip YouTube ads as quickly as they can and two-thirds use ad-blocking software. Content is a friendlier option for this audience.
47% of millennials say they would be more likely to trust a financial services company if it created useful content, according to a survey by The Content Strategist. That’s why companies like BBVA and SoFi have invested in content marketing to help connect with their customers .
