I love it when industries for which I have little understanding (like finance) embrace a concept I do, content marketing.

This week’s case in point: TheFinancialBrand.com just published a blog post, “Content Marketing Lessons for Financial Institutions,” in which writer Luke “Kip” Owen highlights AnchorBank’s content marketing approach. AnchorBank recently published the Financial Answer Center, a “massive library of content,” where 12 categories of 10 articles each reside to educate and expand the financial knowledge of its customers and web surfers (i.e. potential customers). Articles offer in-depth information on topics like investing for retirement, cash and debt management, and 401(k) plans. Not only does this high-quality, relevant, free content build trust, but in doing so it establishes the bank’s authority as an industry leader. Owen explains that this content library fuels AnchorBank’s social media efforts on Facebook and Twitter, and it helps their PR department refine their messaging to correlate with what they know their clientele likes to read about. (I wonder if they analyzed time-on-page data?) All this is exactly what we’ve been preaching at ideaLaunch.

I’ve worked with a few clients in the financial industry, and whenever I do I’m thankful that I get to assign tips and articles to our stellar group of freelance finance writers. They never fail to deliver the goods. Gradually, after reading and editing all the content we’ve done for clients like DebtClear, GetMyFreeDeals.com, Intuit, and others, the more financial-smarts I accumulate and the less intimidated I am when it comes to all things money.

DebtClear Tip & Advice Center

Tags: content marketing

This entry was posted on Friday, March 12th, 2010 at 2:16 pm and is filed under Content Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.