Saturday, 21 April 2018

Information and commentary for the small business banking industry

The benefits of outsourcing content marketing

03 Feb

What’s best for the bank?

It’s no secret that banks are in need of fresh, dynamic content for their websites, especially their small business sections. But one of the most commonly asked questions is “How? And from where?” There are any number of answers, all of them depending on what requirements a bank has in terms of content marketing. You could draw people from within the bank’s existing employee pool, but who’s to say they’d agree to take on writing tasks on top of everything else they have to do?

But let’s say there are some keen folk there, perhaps those who’ve been secretly harbouring writing ambitions, who’d be keen to give it a try. And let’s also assume that among those, there are those who can actually write. Is it enough? And who’s going to tie it all together?

This is where outsourcing your content marketing can help. A bank can combine any of their own staff with experienced content marketers and editors, to form a hybrid team that’s continually creating content that’s fresh, relevant and most of all, to scale.

How outsourcing can benefit the bank

  • Creativity – using freelancers means you’re getting the benefits of their creative thinking, which can often be outside the box and very effective at not only engaging your audience, but in enticing more people to your site.
  • Flexibility – outsourced content means you get it when you need it, depending on what your requirements are. If you’re launching a new product or loan package, then you brief your freelancers on what you’re after and hey presto! They’ll deliver content around the concept that will include articles, infographics, templates, business guides and more.
  • SEO optimization – experienced content writers will ensure that what they write will ring Google’s bells. They know how to structure headlines and subheadings with keywords so that they’ll feature high in Google’s search results. TSBC has existing content available that’s popular among online searches. But we can also create unique content that’s written specifically for you and is SEO optimized.

If you combine these advantages with the knowledge and experience that exists already within your bank, then what you’ve got is a winning combination for creating content that works, content that matters. Hybrid teams are a balancing act, but once that balance is found you’re in a position to tap into a great content marketing resource.

Here at TSBC, we’re the content marketing experts, with a whole range of solutions including a complete small business resource center. Contact us here to find out how we can help 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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