A whitepaper discussing how credit unions can effectively use content marketing to attract and retain members has been published by the Southeast Regional Credit Union Schools (SRCUS). What makes content marketing so intriguing, especially for credit unions, is that it allows your audience to control what type of content they consume and when, which drives customer/member interaction.
In the report, “The Not So Secret Ingredient to Marketing Success,” the authors explain that good content marketing makes a consumer stop, read, think, and then behave differently. The key to creating that initial interaction is the offering of relevant and valuable content with the intention of changing or enhancing member behavior. Basically, it’s the art of communicating with the member without selling. Instead of pitching your products or services, it’s delivering information that makes the member more intelligent.
The authors posit that, if planned and executed properly, content marketing can help credit unions earn more money and grow membership, define their brand, foster trust, and inspire referrals. But they caution credit unions considering utilizing content marketing to understand that there is not a “one size fits all” approach to content marketing. CUs must understand organizational goals and invest some time developing a plan customized to their unique organizational focus to ensure success.
To access a complimentary copy of the white paper, click here.