Why Credit Unions Need Content Marketing
Many credit union marketers have started prioritizing more content-based strategies like social media and blogging within their marketing plan. In fact, the Content Marketing Institute reports that 58 percent of businesses are increasing their content marketing budget this year.
Some organizations may be intimidated by the challenge to create engaging content on complicated financial topics for the average consumer, but at evok advertising – we feel it is a necessity in retaining strong membership within your institution. Research has shown the ROI on content marketing is quickly overtaking traditional media, and it’s important for your organization to understand the benefits of content that is appropriate for your marketing goals and target audience.
Consumers Want Visuals
The average person processes visuals better than written text, especially regarding complicated financial matters. Photos and videos have the advantage to quickly connect with viewers’ emotions and gain their trust.
Here are a few common facts proving that visual content can attract your target audience to your message, rather than annoyingly tapping on the glass for their attention:
• 86 percent of landing pages with videos convert more leads than those without.
• Visual posts on social media receive 90 percent more engagement.
• Consumers are 60 percent more likely to click on a business with an image attached to their result in a search engine.
• Articles using images and pictures receive 94 percent more views than those without one.
• Organizations marketing with infographics receives 12 percent more website traffic than those not using these visuals.
Financial Brands Need a Relatable Voice
Finances can be a difficult topic to discuss with the general public, let alone make it interesting and engaging. Credit unions have a unique advantage in this area because your organization caters to the financial needs of a specific niche group.
When looking for ideas on how to produce more engaging content, go back to your target demographic’s lifestyle and research what is currently connecting with them. The benefit of creating and using social media platforms is the information that your organization can gather about what’s most important to your members.
Opening up channels through social media and blog posts can help carry your organization’s message to your current and potential members. These methods are an opportunity for users to process complicated matters that are important to them in small digestible content.
Content platforms—like social media and blogs—reach at least 80 percent of all Americans on the Internet as they spend 23 percent of their time online reviewing content on those sites.
Members Desire Community
Successful content marketing isn’t only about how and where you put your message; it’s also about what kind of message you are delivering – this is where the importance of custom content is vital.
Marketers have found that 90 percent of consumers value custom content and 78 percent of those consumers see it as an investment that an organization is making to build a stronger relationship with them.
It’s extremely important to produce the best quality infographics, blog posts and social media content while remaining relevant to your community’s interest. The quality of your content shows members how much your credit union is willing to invest in the relationship you share with them. Well-produced content adds authenticity to your marketing message through visible action they can process.
If you’re not sure where to start or how you could improve your credit union’s current marketing plan, it’s recommended you partner with an experienced agency that can help you choose the best methods and platforms for your members.
Tell me in the comments about your organization’s experience with content marketing, or share with me on Twitter and LinkedIn.