Lead Generation Using Content Marketing and Marketing Automation

Two key components of a banks digital marketing and lead generation system should include both content marketing and marketing automation. We define content marketing as a process used to create and distribute relevant and valuable content on a frequent and consistent basis to attract, acquire, and extend an offer to a clearly defined market segment - with the primary objective of driving profitable consumer behavior and a secondary objective of positioning the credit union or community bank as a qualified financial expert within their community.

In our 2014 State of Digital Marketing for Credit Unions and Banks research, we found that 75% of those surveyed believe they use content marketing. However, out of those individuals, only 30% replied they had a detailed strategy in place for their content marketing efforts.

Furthermore, our research found that 57% of credit unions and banks consider automating digital member communication is a key priority for 2014. However, only one in five claim to have adopted a marketing automation tool. So how will marketing automation pan out in the coming years? While marketing automation has not reached the high level of conversation within the banking space like content marketing has, we are confident it will overtake tired and warn topics such as social media within the next 12 - 24 months.

This webinar will offer our latest insight on ways banks can use the process of content marketing combined with the power of marketing automation to position themselves as a financial expert within their community to generate leads for loans and new accounts in a humanized digital economy.

Covered Topics:

  • Defining content marketing and marketing automation
  • Trends of how they are being used currently
  • Defining consumer personas
  • Planning content strategy
  • Selection of distribution channels
  • Mapping digital journeys
  • Digital nurture, onboarding and cross-selling tactics

Who Should Attend?

Bank CEOs, COOs, CMOs, marketing, sales and business development staff who are using or are looking to use content marketing and marketing automation to generate leads, increase share of wallet and empower advocates to grow their bank in a humanized digital economy.