Learn how banks and credit unions can use content marketing to start dialogues with customers online and in the branch.

1. “Bring Back the Dialogues”
Content Marketing Lead Generation Workshop

3. • 12 year old Financial Marketing 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

4. Agenda
• Consumer Buying Behavior
• Defining Content Marketing
• Content Marketing in Action
• Why is it so important to financial institutions today?
• What kind of content is needed?
• Delivery Channels
• Revenue Opportunity
• Build or Buy Considerations

5. Consumer Buying Behavior
• Fact 1: People are looking for easy to understand answers
to their financial questions.
• Fact 2: People will buy from the one who provides it.
(74% of responders polled)

6. Consumer Buying Behavior
• Fact 3: This is especially true around life events when,
according to Forrester Research, they are 43% more
likely to buy a financial product.
• Fact 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.

7. So…What is Content Marketing?
• Creating and distributing relevant and valuable content
to attract, acquire, and engage customers.
• Not a sales messages that interrupts but something that
people actually want to engage with.

8. A “Teach not Sell” Approach

9. Content Marketing in Action
• Content marketing is not new
• Nike -1966 - benefits of jogging, not selling shoes
• John Deere – 1895 – newsletter on technology in agriculture
• Home Depot - today– teaches people how to build a fence

10. Content Marketing in Financial
Services
Being an educational resource to help people
make better decisions that could help them save
money and avoid mistakes

11. Why So Important?
• As banks look to their costly branch system for more face to
face sales of higher margin products
• The opportunities to generate the dialogues that create sales
leads are shrinking
• Industry trends are fewer, smaller and more automated
branches
• Online interactions skyrocket but purely transactional in nature
• New ways to are needed to generate dialogues from all of the
different channels that customers are using today

12. Delivery is Key!
How content is delivered is key to generating leads
• Delivered around life events when people are looking for answers
and more likely to buy
• Delivered in a way that engages people and allows them to uncover
hidden needs
• Delivered in a way that connects them with the person who can help
with those needs.

13. Leverage = Low Cost
• Content that sits idle or hidden on your site can’t help
your institution or your customer. Get it out there!
• Cost effective delivery by leveraging existing channels
both online and in the branch.

14. What Type of Content is Needed?
• Your customer needs…
▫ Broad
▫ Relevant
▫ Branded
▫ Organized around life events
▫ Easy to read and understand. No jargon!

15. What Type of Content is Needed?
• Your institution needs…
▫ Professionally created and maintained to satisfy 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

16. Examples of Delivery
Financial Answer Center
Business Answer Center

17. Delivery Mechanisms

18. Delivery in the Branch
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.

19. Automated Fulfillment

20. Delivery Through Email

21. Edu
Posts
Edu
Tweets
Delivery Through Social Media

22. Delivery Through Mobile
• All content and features of the
Financial Answer Center are
formatted for easy access through
mobile devices

23. Worksite Delivery

24. Bringing it all Together: Content
Calendar
• Three step plan for getting your content out
there:
▫ Message
▫ Timing
▫ Delivery channel

25. Activity Levels to Revenue Impact
Calculator can be found at www.truebridge.com
Make your own assumptions!

26. Build or Buy Considerations
• Strategy is simple enough, but in order you
build, you must:
▫ Create
▫ Maintain
▫ Host

27. Build or Buy Considerations:
• Affordable monthly subscription includes:
▫ Full turnkey Content Marketing System
▫ 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

28. In Closing…
• People need help.
• They will buy from the one who provides it.
• Use a content marketing strategy to make that
YOU.
“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