Wednesday, 21 March 2018

Information and commentary for the small business banking industry

Content vs. Traditional Marketing

03 Feb

A preferred marketing tool

It’s no secret – content marketing has fast become more popular than traditional marketing methods such as print, radio and television. Why? Because online is the first place that people look when they’re searching for, or researching goods and services.

It’s also because content marketing is such a flexible tool. You can include all the material you would in a brochure, upload videos that might have been used in a TV commercial for a fraction of the cost, or create voiceover advertising that rivals anything heard on the radio.

Best for banks

Just like anything else, people will search online to find out about a bank’s products, service and reputation. But there are other reasons that content marketing trumps traditional marketing when it comes to business banking, such as:

  • Low cost – compared to the expense of producing and airing TV and radio ads, videos on your website are much cheaper. And you’re probably going to gain a higher audience share, because people are more likely to be researching banks online than waiting for the advertisements on TV and radio.
  • Focus on your target market – content marketing lets you focus on your target market, often more effectively than traditional marketing. After identifying your customer profile, you can produce content that targets their concerns. For example, if you’re developing a new small business lending package, you can create content that targets people who are thinking of, or in the process of, launching their own business.
  • Blogs – banks need to be blogging – we’ve said this before. But in addition to all that, blogs are a great way for customers to get to know the people in your bank. All you need to do is get them to agree to pen a blog now and then. If you’ve got a blog that’s written by different people, in different departments, you’re allowing your customers to become personally engaged with the bank. It’s also a great way for different departments to get the word out about exciting new products or events.
  • Target specific issues – you can address subjects in-depth, such as an article on how to avoid payment fraud, or a business plan template to assist apply for a loan.

The importance of SEO

The best content in the world won’t do you much good if it’s not ranking well with the search engines. That’s why Search Engine Optimization (SEO) is crucial for effective content marketing. There’s no point in spending time and money creating top level content if no-one can find it.

The great thing about content marketing is that it can be so easily optimized for search engines. However it’s important to get the advice of experts so that when your content is being created, the relevant keywords and phrases are being used properly.

So, although the goals of content and traditional marketing are the same – to promote your bank’s business – there are many reasons why content marketing should be a major part of your bank’s marketing strategy, and why it’s streets ahead of traditional marketing.

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