brand marketing for credit unions

Why Content Marketing Matters?

“Great content gets shared, spreads your brand message and introduces you to new audiences”

- Boot Camp Digital

Organic search leads have a 14.6% close rate, while

outbound marketing leads have a 1.7% close rate.

- Hubspot

Companies with active blogs

receive 97% more leads

- Content+ 2013

From Google to Dodd-Frank, Are all the Changes Stressing You Out?!

“Google’s mission is to organize the world’s information and make it universally accessible

and useful.”

We see Google mission as, helping its customers locate and connect with the services and information they require in order to answer their question or solve their need.

"Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it," says Matt Cutts. In fact, Cutts says that Google tries to make it so that sites "don't have to do SEO." First and foremost is content, and there's no bonus for having good SEO.

So What is Google Really Looking to Do?

Have you ever spoken in key words?

Next time you are in a store try talking only with keywords, and see if you get your questions answered

“Hole and Wall and Repair?”

So why should talking to a computer be any different? Star Trek again predicts the future.

What does Dodd-Frank mean?

Build more personal connections

Evolution? Or Amplification of normal behavior?

What Small Businesses Have Always Known

It is about being found… It’s about having the answers, It’s about knowing the customers, it’s about connecting

High Tech Systems (It’s about a process)

What was unique about Steve Jobs

He understood human behavior

It is about finding ways to connectStarbucks - “From the beginning, Starbucks set out to be a different kind of

company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.”

@kate_coley:

The womam working at Starbucks was getting my name and actually as

ked if it is Cate or Kate. I love you, Starbucks lady. You make an effort.

Customers appreciate the effort to get a name right.

@TerrysTwoCents:

I absolutely LOVE it. My local Starbucks doesn’t do it anymore becaus

e they have a printer. I miss it.

@BaronSquirrel:

As a partner, it helps me connect. It’s more personal than just calling ou

t the drink name. Also gets right drink to right person

.

Life moments marketing

It’s not new! Companies have

been declaring they are there for your life moments. But as a Credit Union you can be.

Building a relationship

Translating relationships to sales

Understand Goals:● Natural search ranking ● Site traffic● Engagement between members and the Credit Union● Referrals

The Impact of Social on Business

Where Does Email Fit?

1. Email is read over mobile devices2. Email is still the number one medium for creating conversions3. Social content, like video's have the highest click rates4. Earned media, case studies and whitepapers have the highest

share rate

If we put it together we get......

Engagement Data

According to Pew Research - 47% of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. We call them curators and their number has grown from 41% of internet users last year.

Did you know that the human brain processes visuals 60,000 times faster than text? Or that web posts with visuals drive up to 180% more engagement than those without?

Is Your Content Responsive?

“ Provide value to your audience by helping them sort through the clutter and delivering best-of-breed content they will find useful” -

Content Marketing Institute

“More people use a mobile phone than a toothbrush”

- Social Media Today

Great idea - How do I execute that?

Building a Content StrategyQuestion: What is the strategy for your content marketing program?Hint: It is not to become a thought leader! (That is an outcome)

Conception: How to Start your Content Strategy

Answer the Questions: What are the 10 questions

people will ask before they purchase?

Connecting Content to Your GoalsWho do I go to for an auto loan?Who else has used them for an auto loan?Going to college?

Channels: Try to Develop One Integrated Effort

When content is published in different silos the work is inefficient and costly.

Using a Facebook conversation in an email creates more engagement!

Example: Incorporate Social Conversations

Some Success Stories From:Ally Bank

Translating the brand to social channels, qualitative

evaluation, and integrating efforts across

multiple platforms. They don’t use Twitter for

customer service, but instead use it to share

personal financial tips. 2012, the Ally’s CMO

noted that the bank published on average

1,500 pieces of content between all its social

channels.

Capital One 360

Their Facebook page makes clever connections

between topical subjects — ranging from the

Super Bowl, the Olympics and the Academy

Awards — with their mission to help customers

save money. Their followers don’t seem to

mind the stretch sometimes required to make

those connections.

What Can You Learn

Like Ally, consistently distribute your promotions across channels. But don’t feel tied down to always feeling like

you need to be running promotions. Simple customers energetically share content without any discounts, offers

or strings attached. Proving relevancy to your customers is key.

Great Examples:

Case Study:

"Since we opened our doors in 1892, we have been committed to providing the best service personalized to our customers. With the help of ContentMX, we can continue to provide the values of a small bank with the services of a big bank."

Justin Whitaker, Digital Media Manager for Needham Bank

With five locations in Massachusetts, Needham Bank is a rapidly evolving community bank with strong ties to the community and their customers.

The bank was seeking to provide more engaging content that is not only a necessity for SEO purposes, but because it also opens opportunities for their customers to learn more about Needham Bank.

Takeaways:

“More people use a mobile phone than a toothbrush”

- Social Media Today

● Dodd Frank has pushed to become more personal

● Photos, photos, photos, capture those life moments that you have shared

● Google is a content delivery system, and we need to work with their system much like a PR agency works with publishers

● We need to focus on the roles social play to help us initiate, engage, and create loyal followers

● eMail is a huge cornerstone to your content marketing

We’ll Be in Touch Soon! Ken Wollins will be emailing contacting each webinar attendee over next few days to set up a time

to discuss your free 500 word SEO optimized custom written article.

It will only take a few minutes, but the call will allow Ken to learn more about your credit union and your content needs.

If you have any questions in the meantime, contact Ken at:

Ken WollinsVP of Sales

Ken@contentmx.com 781-444-7000

Jeff Mesnik is the President of ContentMX and has worked in content marketing and with financial firms for over 10 years, helping everyone from MassMutual to Arizona Federal Credit Union develop their content marketing programs. Jeff leads ContentMX whose mission is to increase engagement, multiply impressions, and expand a contact database to achieve tangible results, incorporating both email and social into a new age marketing platform.

Jeff MesnikPresident

Jeff@contentmx.com781.444.7000