Content Strategy
For targeting small business owners on your website
www.tsbc.com
Content Strategy Resources
Building a business case
next 6 slides follow our 6 step content
“ The
marketing strategy, to help you present an
overall business case to your stakeholders.
Feel free to use all, some or none.
Glen Senior
CEO
”
Step 1
Conduct a website audit
What are we doing, where are the gaps, what should we do?
TARGET
Mass market
Existing clients to grow
PRODUCTS/SERVICES
New business accounts
Insurance/cross sell
Credit cards
High growth businesses
aiming to export
Foreign exchange accounts
Business loans
INFLUENCES
Internal stakeholders
Marketing timeline
Other initiatives
Existing content
Aligning to business goals
SUCCESS
Site traffic
Content downloads
Gain referrals
$$ increase in revenue
E-newsletter sign up
In branch visits/call center
Social media activity
Manager appointments
Customer satisfaction
Notes to use
•
Alter these items to suit your own situation. These are just examples.
•
Conduct an audit of your site first; integrate any existing tactics/ideas you
have. Talk to marketing and IT to identify any restraints.
Step 2
Identify small business pain points
SME focus and pain points through four lifecycle phases
Step 3
Build a curriculum
What will you create and when will you publish it?
Step 4
Embed the content
Create an area in the website where the content will be published
Step 5
Amplify the content
Amplify content by promoting in marketing channels
LinkedIn
Twitter
Display
Facebook
Social
Bloggers
SEM
Paid
Social
Your bank
site
Media
Assets
Channel
Branches
Social
eDM
Website
Organic
Search
Step 6
Measure success
Put in place measurement tools to ensure that business goals are met
Primary
Metrics
•
•
•
•
•
Conversion of leads to
new customers
Website traffic
Cross sell ratio
Increase in revenue per
customer
Increase in market share
Secondary
Metrics
•
•
•
•
•
•
•
•
Email opt-ins
LinkedIn group growth
Bounce rates
Time On Site
Open rates/clicks
Page views
Social shares
Online mentions
We recommend small amounts of quality content, not large
amounts of hastily written content.
Content needs to be carefully focused on bank products,
financial issues and calls to action.
Does content relate to a customer pain
point?
NO
YES
Can the content
lead users to a
product or
service?
YES
Core Content
NO
Does the content
have strategic
value?
YES
Support
Content
NO
Rethink
Content
Does it work?
In 2 years we quadrupled the traffic of a major business portal; the only
thing we changed was adding practical small business management
content.
“Over 5 months when the online training was available, our average e-newsletter
open rate increased 47%. The TSBC e-learning action plans have been a very
effective tool for us in terms of driving up traffic to our website” Brigitte Reed,
Microsoft
'Adding business content to our
website has generated a big increase in
traffic, increasing the number of small
business leads and prospects for our
sales team’
Simon O’Connell, NAB Bank Australia
'Content is a key strategy for us,
allowing the bank to engage and
educate our small business
clients. It drives traffic, helps our
local business managers engage
their clients, and positions us as a
thought leader in this space’
Ellie House, Bank of New Zealand
'Content is an increasingly important
element of our marketing campaign. As
search becomes the default method to find
out how to start a business, we need to be
seen to be providing great small business
information and support’
Stewart Taachi, Clydesdale Yorkshire Bank, UK
'Providing financial literacy
tools is important for us as a
bank to reduce the failure rate
and support more new
business start ups’
Astrud Burgess, ANZ
Content marketing trends
Stronger link between
content and digital
Quality is king
Mobile is the
way to go
You need a multi channel
approach
Video is
hot property
Print isn’t dead