Content has been a buzzword in bank marketing circles for nearly half a decade now. That’s because it’s more than a buzzword. It’s the glue that combines all of your marketing and all of your buzzwords.

What drives SEO? Content.

What are you supposed to do with your data-driven email marketing lists? Serve them content.

What do you do with your shiny new website? Fill it with content.

How do you go viral? Content.

How do you gain the trust of millennials? Content.

So what's content?

  • Video
  • Images
  • Writing (but not just blogs)
    • Testimonials
    • Tweets
    • Brochure copy
    • Customer stories
    • Financial literacy help
    • Product benefit descriptions

You get the picture. I like to think about content like a pillow. The outside of your pillow is important—it gives the insides form and helps determine if you have a bedtime pillow or a travel pillow. But it’s the stuffing, the content, that makes a pillow a pillow. If you change the content, you change the quality of the pillow.

Content is important, and it’s the biggest opportunity community banks have to pull in new customers and grow customer loyalty. Banking is the least understood retail interaction most people have on a weekly basis, and it’s the one that affects them most deeply.

Your bank’s content marketing strategy can actually make a difference in your communities and your customers’ lives while growing your bottom line. It’s a win-win.

So take a deep dive into content with the articles below.