3 Can’t-Miss Content Ideas for Banks & Finance Firms
Today’s intensely competitive banking and financial market emphasizes individual customer needs more than ever. Depositors and retail investors have access to incredible amounts of information, the ability to shop around nationally for better rates on loans and deposits, and little need for a local branch for day-to-day banking. For banks and financial institutions looking to attract and retain customers, this veritable firehose of information is an opportunity to act as filters, curators, and partners in individuals’ financial lives.
Content marketing for banks is one of the most underappreciated and underutilized strategies, but it is also one of the most effective. Banks can use three content-first campaigns to educate and empower current and prospective customers across channels.
A Three-Piece Bank Content Marketing Strategy
Education remains one of the most valuable banking and finance content marketing strategies. Roughly half of US adults lack basic financial literacy skills, which have slipped from a peak of 52% in 2020 to just 48% in 2024. This leaves half the country unprepared to make important financial decisions based on changing interest rates, credit scores, or retirement investments.
Bank marketers can help fill the knowledge gap with three campaigns. These campaigns target demographics lacking financial skills and deliver free resources across marketing channels.
1. Create a Finance and Banking Glossary
Industry verbiage, acronyms, and jargon make “talking money” harder for those without financial education. Create, maintain, and deliver a banking terminology glossary to empower customers to learn the most important terms they need to know to make informed decisions. This resource should be optimized for search, easy to use, and easy to find on your website or mobile app.
You can also share your glossary of banking terms as bite-sized educational tidbits on social media. Group related terms around seasonal (tax season, college enrollment) or world events (tariffs) to deliver informative content that makes the world of money more relatable and understandable.
2. Provide Free Financial Literacy Resources
Knowledge is power, and informed customers make better decisions than those chasing short-term deals or promotions. Delivering well-designed, approachable financial literacy programs adds value to your brand and opens up a range of audience-specific opportunities, such as:
- Financial literacy programs for adults
- Financial literacy programs for college students
- Financial literacy programs for high school students
That’s not to mention programs for prospective homebuyers and retirees – the opportunities are endless.
Delivering these programs isn’t overwhelming when you consider the resources necessary to create a financial literacy program.
These campaigns require:
- Well-researched, well-written content
- Expert design with strong branded elements
- A multichannel approach that includes SEO, social media, and email marketing
Done right, these resources provide an expansive library of evergreen content that builds brand authority and helps individuals and families make sound financial decisions.
3. Add Context to the Financial Headlines
Money moves fast, and it’s challenging for most Americans to keep up with banking and finance headlines while getting enough context. From interest rate changes to new IRA regulations, bank marketers can use social media, blogs, and emails to connect the dots between Fed statements and personal finances.
Several banks are doing an incredible job of creating informative content to explain markets or provide actionable financial advice. Check out a few of these podcasts and newsletters for examples of bank content marketing done right:
- SoFi: The Important Part: Investing with Liz Young – Spotify
- JP Morgan Chase: Money Matters – Blog
- Bank of America: Global Research Unlocked – Podcast
What (Else) Banking Customers Want
Effective content marketing is a conversation, and how banks interact with customers has dramatically changed those touchpoints. With the convenience of online banking comes a new barrier in customer service.
According to research from Zendesk’s Customer Experience Trends Report, 72% of depositors say immediate customer service is their biggest pain point, just ahead of working with customer support specialists who already have the information they need to help. Banks consistently lag behind other industries in providing timely, quality customer support.
Addressing these needs is largely technical, but marketers can help by proactively approaching customer support on the channels they manage. Acknowledge positive and negative reviews, follow up on account mentions on social media, and use social listening to gauge customer sentiment. These efforts offer a better customer experience and provide banks with the information they need to avoid potential issues before they erode hard-earned customer trust.
Content Is King in Bank Marketing
Cash might rule everything around you, but content is the groundwork that makes bank marketing possible. Create eye-catching ads, informative blogs, and a technically sound website with the help of Oneupweb. We’ll put together an all-star team of experienced marketers who are financially savvy; you’ll swear we work in a bank branch.
Let’s get started; get in touch or call (231) 922-9977 today.
