A report from AYTM Market Research found that Americans are increasingly interested in working with credit unions, which could result in content marketing potential for these organizations.

With an increasingly large portion of the population looking for new options in terms of financial services, credit unions have seen an influx of new prospects. According to a study from AYTM Market Research, just 12 percent of Americans currently use credit unions. However, an additional 17 percent are considering closing their accounts with a bank and moving to a credit union, which means the moment is ripe for this industry to launch content marketing and other web initiatives.

More than 34 percent of AYTM respondents said they’ve opted to use a credit union because they enjoy working with local businesses. Meanwhile, nearly 41 percent said they like that credit unions are not-for-profit entities as they believe this indicates the companies are focused on improving the lives of their customers more than anything else. These reasons could translate into value propositions for marketing campaigns.

With so many considering the shift, credit unions have a strong chance to leverage content marketing to attract new prospects. Developing original articles or blog marketing posts that illustrate the benefits of opening an account with a credit union can help convince prospects to come aboard.

It’s likely that the market for these organizations will continue to grow moving forward, as more than 47 percent of respondents said they believe more people will make the move in the next few years.

Brafton recently reported that others in the financial services industry can leverage content marketing as well, with so many Americans looking for more guidance on their finances. Diverse content strategies can help these organizations demonstrate their value to unique audiences.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.