This Truebridge workshop can teach you 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. Using Content Marketing to
Drive Sales

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 them.
(74% of responders polled)

6. Consumer Buying Behavior
• Fact 3: This is especially true around life events
when, according to Forrester Research, people
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
“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

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

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

12. Old Barriers
▫ Regulation
▫ Compliance- can’t just hire freelance
writers
▫ Inside writers- expensive

13. Why So Important?
• Content creates dialogues that uncover more needs –
generating more leads – leading to more sales
• Traffic migration from branch to online makes dialogue
creation more challenging
• Most online interactions are strictly transactional in
nature

14. Delivery is Key!
Relevant content is great- but its level of effectiveness
depends on DELIVERY.
• 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

15. Leverage Existing Channels
• 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.

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

17. 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

18. Examples of Delivery
Business Answer Center
Financial Answer Center

19. Delivery Mechanisms

20. Delivery in the Branch
Frontline employees introduce the content as a value added service
and offer guides relevant to customers’ life events as a part of their
everyday service-focused routine. The request for a guide is an
automatic lead.
Onboarding
Account Servicing

21. Delivery Through Email
Feature your
content in emails
to your members!

22. Delivery Through Social Media
Twitter Solution
Edu
Tweets
Facebook Solution
Edu
Posts

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

24. Worksite Delivery
Financial education is one of the most increasingly valued employee benefits. Your
business customers can provide it to their employees with a simple link.
Access to Financial
Answer Center as an
employee benefit
draws employees of
business customers to
you for financial
education and people
that can help

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

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

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

28. 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

29. 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