Content StrategyFor targeting small business owners on your website

www.tsbc.com

Content Strategy ResourcesBuilding a business case

The next 6 slides follow our 6 step content marketing strategy, to help you present an overall business case to your stakeholders.

Feel free to use all, some or none.

Glen Senior

CEO

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Step 1 Conduct a website audit

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

Internal stakeholdersMarketing timelineOther initiativesExisting contentAligning to business goals

TARGET INFLUENCES SUCCESS

Mass market

Existing clients to grow

High growth businesses aiming to export

PRODUCTS/SERVICES

New business accounts

Insurance/cross sell

Credit cards

Foreign exchange accounts

Business loans

What are we doing, where are the gaps, what should we do?

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

Your bank site

PaidMedia Assets

Bloggers

Organic Search

eDM

SocialDisplay

SEM

Social

LinkedIn Twitter Facebook Social

Website

Channel

Branches

Step 6 Measure success

Put in place measurement tools to ensure that business goals are met

Primary Metrics

Secondary Metrics

• Conversion of leads to new customers

• Website traffic• Cross sell ratio• Increase in revenue per

customer• Increase in market share

• 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?

Can the content lead users to a

product or service?

Does the content have strategic

value?

Core Content SupportContent

RethinkContent

YES

YES YES

NO

NO

NO

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

'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

'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

'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

Stronger link betweencontent and digital

Quality is king

You need a multi channel approach

Content marketing trends

Print isn’t dead

Video is hot property

Mobile is the way to go