Thursday, 21 June 2018

Information and commentary for the small business banking industry

Making content marketing successful over the long term

04 Nov

Is your bank taking a long-term approach to its content marketing strategy? If it’s putting in the time and effort to build a sustainably successful content marketing plan, the rankings, traffic and conversion rewards can be well worth it.

Publish your small business content often

By increasing how often you publish content to your website, blog area or small business resource section you’ll be able to:

  • Give Google more pages to index, helping to boost your business’s search engine results.
  • Fill search engine results pages (SERPs) with your content, meaning it will be more likely that potential customers will find your content (and hence, the products and services your bank offers).

Posting content more frequently is a viable long-term strategy for making your content marketing more successful.

Learn how to write engaging, relevant content through TSBC’s blog.

Optimize your content for SEO

When you publish your bank’s content, the following has to take place for it to rank and remain successful over the long term:

  • It needs to be read and linked to by other small business people and social media users.
  • Google interprets these links and begins ranking your content in search results.
  • Potential customers begin clicking on it in greater numbers as its search engine results improve.
  • More people start visiting your website (spending time there, interacting and saving pages), helping to create higher search rankings.

Ensure that all the content you publish is well optimized by including metadata, images, useful links and relevant long-tail keywords. This will help Google interpret your content, giving it better rankings.

Discover some of TSBC’s recent trends on the content marketing landscape.

Aim to offer ‘evergreen’ small business content

Creating content that will maintain its value long after its publishing date is one the key ways to build a successful content marketing strategy. Shape your content to topics that small business owners are continually interested in.

After you establish which topics are of more interest to your customer base, aim to publish longer in-depth content on these subjects. This way, you’ll be providing value to new readers as well as your existing customers.

At TSBC, we’re highly experienced and able to provide you with content that’s original, maintains engagement with your audience, and has value and consistency. Contact us via email at to find out how we can assist you.


Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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