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Creating a Winning Content Marketing Plan for Your Bank: Best Practices

Happiness Erondu

Content Marketer
Content Marketing Plan for Your Bank

Happiness Erondu

Content Marketer

What do banks and Netflix have in common? They both rely on the power of engaging content to attract and retain their audiences. In fact, a well-crafted Content Marketing Plan for Your Bank can help you achieve the same level of success that streaming platforms like Netflix have achieved. While banks may not be in the entertainment business, they can still leverage the same principles of content marketing to engage their target audience and drive business growth.

In today’s fast-paced digital age, where customers have endless choices and are constantly bombarded with advertisements, content marketing offers a refreshing approach that puts the customer at the center of the marketing strategy. Banks must embrace content marketing to stand out from the competition and connect with customers on a deeper level. 

Content marketing is the process of creating valuable and relevant content to attract, engage, and retain a specific target audience. It’s a powerful marketing strategy that can help you establish your bank as an industry leader, increase customer loyalty, and ultimately drive revenue for your bank. Banks can build trust and establish a lasting relationship with their customers by providing valuable and relevant content that meets their needs and interests.

But creating a winning content marketing plan can be challenging, especially for new banks just starting in the industry.

In this blog post, we’ll explore the best practices for creating a winning content marketing plan that works for your bank. So, if you’re ready to take your bank’s marketing strategy to the next level, let’s get started!

What Should Be in a Content Marketing Plan

Creating a content marketing plan is essential for any bank looking to succeed in today’s digital landscape. But what exactly should be included in a content marketing plan? In this section, we’ll cover the key elements that should be included in your bank’s winning content marketing plan. They include:

  1. Target Audience & Customer Personas
  2. Content Strategy
  3. Content Calendar
  4. Distribution Channels
  5. Metrics & KPIs to Cover

1. Define Your Target Audience and Customer Personas

Defining your target audience is essential to creating a successful content marketing plan for any bank. By understanding your audience’s needs and pain points, you can create content that resonates with them and drives engagement.

But who exactly is your target audience? Depending on your bank’s offerings and goals, your target audience may include different customer segments. For example, your bank may target the following:

  • Millennials who are just starting to save for retirement
  • Small business owners looking for financial advice to grow their businesses
  • High net-worth individuals in need of wealth management services, etc.

Once you’ve identified your target audience, the next step is to create customer personas. A customer persona is a detailed description of your ideal customer based on market research and real data. It includes demographics, behaviors, goals, pain points, and preferred communication channels along the customer journey.

Customer personas are helpful because they allow you to tailor your content to the specific needs and interests of your target audience. To create a customer persona, start by conducting market research and analyzing your existing customer data. You can also gather insights from customer surveys, social media analytics, and other sources.

When creating a customer persona, it’s important to be as detailed as possible. The more you know about your target audience, the better you can create content that resonates with them. Be sure to include vital information such as age, gender, income, education level, job title, hobbies, interests, and preferred communication channels.

Defining your target audience and creating detailed customer personas can help you develop a content marketing strategy that speaks directly to their needs. Doing this will help you attract and engage your target audience and also drive business growth and revenue for your bank.

2. Develop a Content Strategy

Most banks fail at content marketing simply because they don’t use a strategy to offer value. However, every piece of content you put out has to offer value to you (the bank) and your customers.

A content strategy is a roadmap that outlines your bank’s goals, target audience, messaging, and the types of content you will create to achieve those goals. Your content strategy should identify what is relevant and helpful to customers, what they like to see and need to know, and how they like to see it. Without a content strategy, your content marketing efforts will likely be haphazard, inconsistent, ineffective, and fail to deliver results.

So, why is developing a content strategy important? A well-crafted content strategy ensures that every piece of content you create is aligned with your overall business goals and speaks directly to your target audience. It also helps you create a consistent brand voice and messaging across all your content channels.

There are various types of content that a bank can create to achieve its marketing goals. Here are some examples:

  • Blog posts that provide financial advice, news, industry insights, and other valuable information
  • Infographics that visually present complex financial information in an easy-to-understand format.
  • Videos that showcase your bank’s services and customer success stories or highlight new products
  • Social media posts that engage with customers and share valuable content
  • Whitepapers and eBooks that delve deeper into specific financial topics, and provide in-depth analysis and insights, etc.

To determine the best types of content for your bank’s target audience, you should start by understanding their needs and preferences. Look at your customer personas and identify the types of content that they are most likely to engage with. For example, if your target audience is mostly young professionals, consider creating short-form video content that can be easily consumed on mobile devices.

By developing a content strategy that aligns with your business goals and target audience and creating high-quality content that speaks to their needs and interests, you can build a loyal audience of engaged customers who see your bank as a trusted financial partner.

3. Create a Content Calendar

After you have identified the types of content that will resonate with your target audience in your content strategy, the next step is to create a content calendar that outlines when and how often you’ll publish each piece of content.

Why is having a content calendar so important, you ask? Here are a few key reasons:

  • Organization: 

A content calendar helps you stay organized and on track with your content marketing efforts. By planning out your content in advance, you can ensure that you’re consistently publishing high-quality content that aligns with your overall marketing goals.

  • Efficiency: 

With a content calendar, you can plan and schedule your content in advance, saving you time and ensuring you’re not scrambling to develop new ideas at the last minute.

  • Consistency: 

Consistency is key in content marketing, and a content calendar helps you achieve that. By planning out your content in advance, you can ensure that you’re publishing content regularly and keeping your audience engaged.

Now that you know why having a content calendar is important, let’s take a look at some tips for creating one:

  • Choose Topics: 

Start by choosing topics that align with your bank’s marketing goals and that are of interest to your target audience. Consider what types of questions your customers frequently ask and what pain points they may have that you can address through your content.

  • Diversify Your Content: 

Don’t just stick to one type of content. Mix things up by including different content types, including blog posts, videos, infographics, and social media posts, in your content calendar.

  • Repurpose Content: 

Don’t reinvent the wheel every time you create new content. Repurpose existing content. For example, you can turn blog posts into videos or create infographics from data you’ve already collected, and so on.

  • Schedule Content: 

Once you have your topics, it’s time to schedule your content. Consider how often you want to publish new content and what days and times are best for your audience. You can use tools like Hootsuite or Later to publish your content automatically.

  • Monitor Results: 

Keep an eye on your content marketing efforts and adjust your content calendar as needed. Use analytics tools to track your website traffic, social media engagement, and lead generation to see what’s working and what’s not.

Creating a content calendar is crucial in developing a successful content marketing plan for your bank. By staying organized, efficient, and consistent and creating content that resonates with your target audience, you can generate leads and increase customer engagement.

4. Distribution Channels

Creating great content is only half the battle in content marketing. The other half is delivering that content to the right audience at the right time. There are various channels available for content distribution; however, not all channels are equally effective for all types of content, nor are they effective for every target audience. Below are some channels where you can share your content:

Social Media:

Social media is one of the most important channels for content distribution. It allows you to reach a broad audience and engage with them on various platforms like Facebook, Twitter, LinkedIn, and Instagram. Each social media platform has its strengths and weaknesses, and you should choose the ones that align with your bank’s target audience.

For instance, if your bank targets millennials, you should focus on Instagram, which is popular among this demographic. On the other hand, if your target audience is professionals, LinkedIn may be the ideal platform to distribute your content. The key to choosing the right platform is understanding your audience and their behavior on social media.

Email:

Email marketing is an effective way to distribute your content to your subscribers. It allows you to personalize your messages and target specific audience segments. When sending emails, ensure that the subject line is attention-grabbing and the content is engaging. You don’t want to overwhelm your subscribers with too many emails, so create a schedule that suits your bank’s needs and your audience’s preferences.

Related: The Dos and Don’ts of Email Marketing for Fintech Companies.

Blog:

A blog is an excellent platform for your bank to share its knowledge and expertise with your audience. You can use your blog to publish informative articles, how-to guides, and opinion pieces. It’s a great way to build trust and authority with your audience and establish your bank as a thought leader. When distributing your content through a blog, ensure it’s optimized for search engines. Use relevant keywords in your headlines, meta descriptions, and throughout your content. This will improve your search engine rankings and help your target audience discover your content.

Website:

A bank’s website serves as the heart of its digital presence. It’s where your audience looks to learn more about your bank, your products, and your services. Therefore, it’s essential to have a user-friendly, informative, and engaging website. Additionally, the website should be regularly updated with fresh content and information to remain relevant and engaging.

Related: The Biggest Digital Marketing Mistakes FinTech Startups Make and How to Fix Them

Measuring the Effectiveness of Your Distribution Channels

Before diving into content distribution, it’s essential to understand how to measure its effectiveness. Some metrics you can use to measure the effectiveness of your content distribution channels include:

  • Engagement: 

Engagement metrics include likes, shares, comments, and click-through rates. These metrics help you understand how your audience interacts with your content and which channels drive the most engagement.

  • Traffic: 

Website traffic is another essential metric for measuring the effectiveness of your distribution channels. Tracking the number of visitors to your site from each channel helps you understand which channels drive the most traffic and which channels need more attention.

  • Conversion rates: 

Conversion rates measure the percentage of visitors who take a specific action, such as filling out a form. Tracking conversion rates from each distribution channel helps you understand which channels are most effective at driving conversions.

  • Cost per acquisition: 

Cost per acquisition measures the cost of acquiring a new customer or lead from each distribution channel. This metric helps you understand the most cost-effective media for your bank.

5. Metrics and KPIs to cover

Tracking your progress is a vital part of any content marketing plan. You need to measure and analyze your results to know whether your efforts are paying off or whether you need to make adjustments to your strategy. 

The first step in measuring the success of your content marketing plan is to set goals and KPIs. Here’s how to set goals and measure the success of your content marketing plan:

Identify your Objectives 

Start by identifying your objectives for your content marketing plan. Is it your goal to increase website traffic, generate leads, or improve customer engagement? Once you’ve identified your objectives, you can create specific goals to help you achieve them.

Set SMART Goals 

SMART goals are specific, measurable, achievable, relevant, and time-bound. They help you measure your progress and determine whether you are on track to achieving your goals. Here are some examples of SMART goals for a bank’s content marketing plan:

  • Increase website traffic by 20% within six months.
  • Acquire 1000 new customers per month through content marketing.
  • Increase social media engagement by 30% within three months.
  • Increase email open rates by 15% within six months.
  • Increase conversion rates by 10% within a year.

Look for Patterns

As you analyze your data, look for patterns and trends. Are certain types of content consistently driving more traffic or conversions than others? Are there certain channels that are performing better than others? By identifying patterns, you can optimize your content marketing plan to focus on the strategies that are working best.

Experiment with Different Strategies

Content marketing is dynamic, and what works today may not work tomorrow. Don’t be afraid to experiment with different strategies to see what works best for your audience. Try different types of content, different distribution channels, and messaging to find out what is most effective.

Continuously Monitor and Adjust

Finally, it’s important to continuously monitor your results and adjust your content marketing plan accordingly. By doing so, you can ensure that you’re always optimizing your strategy to achieve the best possible results.

Now, to get the most out of a content marketing plan, banks need to track a range of metrics and KPIs. Let’s consider the metrics and KPIs to track. Here are some of the most important metrics and KPIs to watch.

  • Website Traffic: 

One of the most basic metrics to track is the number of visitors to your website. This can give you an idea of how well your content resonates with your target audience. You can use tools like Google Analytics to track the number of visitors to your website, where they are coming from, and what pages they visit. By analyzing this data, you can determine which content drives the most traffic to your website.

  • Engagement Metrics:

Engagement metrics are metrics that measure how your audience interacts with your content. Social media platforms and email marketing software often provide engagement metrics. These metrics include likes, comments, shares, and social media mentions. By tracking these metrics, you can determine which pieces of content engage your audience and adjust your content strategy accordingly.

  • Conversion Rates:

Ultimately, the success of your content marketing plan will be measured by the number of conversions it generates. Conversion rates measure how many people are taking specific actions on your website, such as filling out a form, downloading a document, or subscribing to your newsletter. By tracking your conversion rates, you can determine whether your calls-to-action are efficient and your content’s effectiveness at driving leads and sales.

  • Customer Retention: 

Customer retention measures the percentage of customers who continue to do business with your bank over time. By tracking customer retention rates, you can determine whether your content marketing plan is helping to build customer loyalty and keep customers engaged.

  • Search Engine Rankings: 

The higher your content ranks in search engines like Google, the more likely users will find and engage with it. By tracking your search engine rankings, you can gain insights into whether your content is optimized for search and whether you need to make adjustments to improve your visibility.

Related: 5 Must-Have SEO Strategies for Fintech Companies in Nigeria

Conclusion on Creating a Winning Content Marketing Plan for Your Bank

In conclusion, creating a winning content marketing plan for your bank requires careful planning, execution, and analysis. Following the best practices outlined in this article, you can build a content marketing plan that resonates with your target audience and drives meaningful results for your financial brand.

If you’re looking for a partner to help you develop and execute your content marketing plan, look no further than WSI Axon. As a leading digital marketing agency, we have the expertise and experience to help banks and other financial institutions develop winning content marketing plans and strategies that deliver results. From content creation and distribution to analytics and optimization, we have the tools and resources you need to succeed in today’s digital landscape.

So what are you waiting for? Contact WSI Axon today to learn how we can help you achieve your content marketing goals.

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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.


Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.


Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.