Sunday, 22 July 2018

Information and commentary for the small business banking industry

Keeping your online small business banking content relevant

Bored? Keep creating content

There may be times you can rest on your laurels with your online content, but when you’re going through a stale patch is not one of them. Quite the opposite actually – it’s important to consistently create content when things are in a bit of a lull.

So if your customers are used to seeing regular features from you, such as newsletters, updates to financial tools, case studies and interviews with small business experts, make sure you keep them coming. It’s a great way to push through the lull and keep your content fresh.

Give your blog writers freedom

Let your writers express themselves as individuals. If they’re writing from a purely banking perspective, their content is soon going to sound dry and possibly repetitive. They should be writing in the first person as much as possible, using their own voice – in other words, they’re injecting some genuine personality into the blogs.

It’s sometimes a good idea to consider just having one person write your blog, so that the ‘personality’ remains consistent. If you decide to hand the responsibility to one writer, make sure they are:

  • A good writer – sounds like a no-brainer, but they need to be aware of the basics around blog writing, and have a good personal style that doesn’t need to be continually edited until it resembles a shadow of its former self.
  • Committed – you need to be able to rely on them, and make sure they’re available when you need them.
  • Creative – there are lots of topics around small business banking. Give them the freedom to explore the topics they want to talk about, and to use their own style and personality when writing.

Increase production

One of the best ways to invigorate stale content is to start thinking about what else you could include. If the old standbys are becoming stale, give some thought to other ways your content could come alive. You could add more case studies – people always like to read about business successes – run more competitions, or look into developing a new financial tool that’s both interesting and useful for customers to use. Remember though, your content still needs to be relevant. You’re not creating more just for the sake of having more.

Remain positive

It’s difficult not to become a bit stale at some point – almost all forms of content marketing goes through lulls. When it happens to you, don’t throw your hands in the air and give up. Staying positive and continually thinking of new ways to invigorate your content is essential.

Keep up your production levels, look at ways to inject more personality into your blogs, and make sure you and your team are always thinking of new features you could include. Encourage your writers to think outside the box, and generate feedback from your customers about what they’d like to see in your online content. Above all, stay upbeat and confident.

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