The Chief Marketing Officer Council recently reported that consumers are approaching financial and banking decisions more carefully. For bankers, the opportunity to differentiate from the competition could be as simple as developing a content marketing strategy that includes topical, original news articles.
Adjustments to common banking practice and federal regulations have made it difficult for some to keep pace. While it’s easy for banks to ignore these issues given the importance they play in consumers’ lives, providing customers and clients with information regarding these changes will likely make it more appealing to prospects.
Research for any major financial decision almost always begins with a web search now. Developing a content marketing strategy that includes new laws or regulations as keywords will help banks improve their search ranking and the likelihood of conversion when a prospect lands on a page.
“[A]s customers are struggling to make ends meet, they are scrutinizing every bill, statement and new offer for ways to save, potential errors in billing, and explanations for the growing list of fees they are paying each month,” Donovan Neale-May, executive director of the CMO Council, said in a release. “Banks must be quick to address these points of pain before customers consolidate accounts and take advantage of competitors with better rates or rewards.”
For banks, the opportunity to produce truly informative content could be massively beneficial to their web marketing strategy. Brafton has reported throughout the year that updates to search algorithms have placed an equal emphasis on quality content and SEO value. Search campaigns lacking either element will likely suffer and fall down SERPs.