Learn how content marketing can drive brand awareness and generate sales for banks and credit unions. People are looking for answers to their financial questions. They will overwhelmingly buy from the answer provider. See how your bank or CU can become that kind of valuable resource.

1. How Content Drives Bank and Credit Union Sales
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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 today?
• What kind of content is needed? (Examples)
• How can content drive sales? (Examples)
• Revenue Opportunity
• Build or Buy Considerations
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3. 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
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4. 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.
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5. 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.
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6. “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
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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
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9. Move to Financial Services
Old Barriers
• Regulation
• Can’t just hire writers as free lancers
without compliance issues
• Inside writers can be compliance controlled
but are expensive
* Content Marketing Institute
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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 these 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
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11. What Kind of Content is Needed?
Broad
Relevant
Under your
brand
Organized
around life
events
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12. What Kind of Content is Needed?
• Easy to read and easy to understand , demystifying complex topics
without jargon. People have a short attention span and don’t like
to read long or complex content.
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13. What Kind of Content is Needed?
• 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
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14. Delivery Makes a Difference
Content that sits idle on a website waiting
for visitors does little to help you or your
customers
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15. Delivery Makes a Difference
Content that generates dialogues and selling
opportunities depends on:
• How it is Delivered
• Where it is Delivered
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16. How it’s Delivered
Content needs to engage people,
help them see needs that are not
apparent to them, and connect
them to the exact person that can
provide help
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17. How it’s Delivered
Examples
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18. Where it’s Delivered
Online educational
content around
life events
Delivered through
multiple channels
Website
Branch
Email
To initiate dialogues
with the person that
can help with
Deposits
Loans
Mortgage
Contact
Center
Social
Media
Small Business
Mobile
Insurance
Worksite
Trust
Investments
Examples
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19. 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.
Onboarding
Account Servicing
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20. Email
Regular part of email messages
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21. Social Media
Compliant and controlled educational messages provide
a “voice” for social media that customers appreciate
Twitter Solution
Edu
Tweets
Facebook Solution
Edu
Posts
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22. Mobile
All content and features of the
Financial Answer Center are
formatted for easy access
through mobile devices
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23. Worksite Delivery
Financial education is one of the most rapidly growing employee benefits. Your
business customers can provide it to their employees with a simple link
Employee Benefit Portal
Link to Financial
Answer Center as an
employee benefit
draws employees of
business customers to
you for financial
education and people
that can help
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© 2013 Truebridge, Inc. All rights reserved.

24. Content Calendar
The whole process can be
made very easy with the use
of a simple content calendar
that schedules content
delivery
• By date
• By topic
• By channel
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25. Activity Levels to Revenue Impact
Revenue Opportunity Calculator
Make you own assumptions
Calculator can be found at www.truebridge.
com/resources/roi-calculator
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26. In Summary
•
Your customers need help
•
They will buy from the one who provides it
•
You want it to be you, not the competition
Moves the need for content from a “nice to
have” to a “must have” to protect and grow
your customer base.
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27. “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
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28. Build or Buy
Build
• Create
• Maintain
• Host
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29. Build or Buy
Buy entire system for a
monthly subscription fee
• 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
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30. Next Step
Register for One on One Demo
Learn more at www.truebridge.com
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31. 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
Connect with us!
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