Content marketing services involve a marketing technique of creating and distributing valuabe, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving profiltable customer action. The key word here is "valuable" according to Forbes.
Likely your CU is using content marketing services to promote specific campaigns identified by their strategic plan for the year. Additionally, these campaigns should also align with SMART business goals for the year (i.e. increase new checking accounts by X, grow auto loans by X, grow home loans by X, increase savings accounts by X, etc.) at your CU. Here are some examples of content and channels we use with our clients to cross sell to their CU members.
Most of our clients include eBooks in their campaigns. These eBooks range in size from 2000-4000 words in length, depending on the topic. We recently developed an eBook for a client to use for their home loan campaign. After some SEO and keyword research, we decided it would be best to develop a printable "Home Buying Checklist" eBook that its members could print out and take with them to aide in their home buying success.
Once the eBook is compete, we use marketing software to monitor its downloads to identify leads for our client to reach out to, send to an application page online, and have a member service representative give them a follow-up call.
eBooks should be made available for download from your CU's webpage, and also cross referenced using a CTA (call-to-action) in marketing campaign emails, blog posts, and social media posts.
Download Social Stairway's Smart Goals Worksheet so you can easily measure success with your eBook campaigns.
Assuming your CU has a blog section on its website, blog posts are an excellent way to cross sell promotions to your members. We typically recommend 8-12 blog posts per campaign, depending on budget and duration of the particular campaign. Additionally, these blog posts should be around 500 words in length and include the CTA of your offer (i.e. eBook or webpage).
By monitoring the digital traffic to these blog posts on your CU's website, it is easy to identify leads to connect with your member service team.
Remember your blog posts should be primarily educational and not too "sales-y". It is okay to include you the CTA and some information about the given offer in the post's conclusion, but make sure the information is mostly helpful to your audience, and not a sales pitch about your offer.
We love videos! And so do members! Video is an excellent medium to educate your audience on a partiular topic for a given campaign. If your CU doesn't have the resources to create custom videos, we'd recommend using ClickVue. ClickVue offers a variety of videos for financial institutions, and can also be branded with your CU's logo and information. The offer two quick money tips videos and two animations per month on a given topic. Their video library is vast, so typically your campaign topic will be covered in one of their videos.
Member Service Staff
While developing valuable content is important, it is also equally important to utilize your resources to distribute the content. Member service staff at your CU are an important resource to distribute content to your members. Make sure the staff are informed about the campaign and know where to direct members to find out more information.
Our clients typically print out flyers containing information about the promotion with a link to download an eBook. These flyers can be referenced by your member service staff when they are talking with members about the products and services your CU is currently offering.
Social Media Platforms
Promote promote promote! Every blog post and eBook created for a campaign must be shared on your CU's social media platforms (i.e. Facebook, Instagram, LinkedIn, etc.). Schedule your posts at various times of day when you know your members will have the time to read them (typically after work hours and after dinner time). Share the valuable information you curated for your campaign to help educate your members about a topic at hand, and then subtly remind them of your promotional offer. This ultimately drives traffic back to your webpage, which is always a good thing!
Especially if your audience on your CU's social media channels is actively engaged, then promoting your campaigns on social media should not be ignored. In fact, according to The Financial Brand, "customers who are engaged said they were more likely to open a new account, add ancillary products and services and/or obtain planning advice than those customers who are just satisfied."