The finance industry is at the frontlines of technological advancement. The boom in FinTechs has caused a surge in innovation in the products and services FS companies are offering. From AI to chatbots, the industry is heading into the future far quicker than its peers, but where does that leave content marketing for banks? When everything else is becoming smarter, more fun, and easier to use, how can content keep up in 2020?
To skip this preface and head straight to the guide, click here.
In 2019, content marketing for banks took a tentative step forward, but it didn’t come from any giant financial institution or global bank, it came from small banks and FinTechs.
In the US, community banks saw significant success by changing up their content strategies. Bank of the West, a local bank in California, took an experiential approach. They plastered a station of the San Francisco subway with ads and employees flooded in to survey passengers on basic financial literacy and sustainable banking. This not only offered an immersive experience to travelers but it allowed Bank of the West to gather personal data on what areas of finance the everyday person is interested in. This allowed them to create content hyper-relevant to their local audience.
In the UK, the challenger bank, Monzo, gradually began to move their blog content away from talking about how great their product is and more towards answering the day-to-day problems of their audience. Blog articles like “Everything they didn’t teach you in school about how to save money” demystify financial literacy and frame content in a very human accessible way.
As you’ll see in the 2020 guide, gathering actionable data, offering engaging experiences, and increasing human personalization are key themes for the year ahead.
To keep pace with the evolving content strategies of FinTechs and small banks, the entire industry is going to need to make changes. Thanks to various surveys and research papers gathering the growing concerns and expectations of financial content marketers, we’ve identified four key factors that will influence content strategies in 2020:
Content marketing for banks is certainly not an easy task. But, emerging demographics like Generation Z are about to flood the credit market and they are a generation more interested in achieving financial literacy than previous generations. They also conduct more research than previous generations before committing to a bank so creating effective content is essential in 2020.
Sign up to our newsletter to get more out of your content