When’s the last time that you visited your local bank teller? Met in-person with a financial advisor? It’s probably been a while, and you wouldn’t be alone—more and more consumers are electing to engage with financial services organizations on their terms. Chances are, you’ve turned to your network of friends to ask for recommendations on where to turn to get a car or house loan. Like many consumers today, you probably conducted your own research, read reviews, and asked colleagues for their advice about that next investment you’re looking to make.
Because of the competitive environment this new, self-directed customer creates, Financial Services organizations are increasingly focused on building personalized and meaningful relationships with individuals to win their trust. To do this, many are turning to engagement marketing, specifically deployed through content, to help them accelerate the buyer lifecycle and build trust. An engagement marketing strategy focuses on reaching out and communicating with people as individuals, based on who they are, and wherever they are in their journey to purchase. Implementing this strategy requires understanding your customer personas, how they move through the purchase funnel, and the most effective ways to engage them at each stage of their journey.
To do this effectively, you need targeted content marketing.
Just like you, customers today research their options and seek answers to their questions online without ever directly contacting a brand. When it comes to finances, people and businesses look for actionable advice, and they do it independently—whether it is on a brands’ website or a news outlet. As a result, brands need to anticipate their customer needs and prepare to accompany them on their journey, providing relevant marketing materials to inform the customer and build trust.
Following the content pillar approach can help ensure your messages attract the right potential customers while also offering you the benefit of scalability:
- Map Your Buyer Personas: Enterprise companies target an average of six different audiences with their content marketing. By understanding your audiences—how they differ and what unique challenges they face—you can more deeply engage prospects on topics that align with the value proposition of your business.
- Breakdown Silos: Marketers need to prioritize the customer, ensure they deliver consistent messaging, and coordinate goals across channels. Creating a high quality, customer-centric asset that can be broken down and shared across channels allows financial services professionals to address common collaboration and coordination issues. Because the derivative materials come from the same foundation, a content pillar approach allows financial services marketers to retain a cohesive voice across teams and channels.
- Create Success through Efficiency, Scalability, and Distribution: Marketers need to be able to track projects, give stakeholders visibility into progress, and construct repeatable processes for the ideation, creation, distribution, and analysis of customer-focused content. This requires integration and consolidation across teams and technologies. Streamlining processes can start before or in-line with the deployment of a tool to help you automate and centralize your content project management.
Do you use the content pillar approach? How have you worked to create customer trust for your brand? I’d love to hear about your experience in the comments below.
Interesting in learning more? Click here to download our latest ebook—Build Trust with an Engagement Marketing Content Strategy: Spotlight on Financial Services by Kapost and Marketo.