Author Archive

3 Ways Financial Institutions are Closing the Gaps in Customer Satisfaction

Banks have fallen behind when it comes to innovative content marketing, and it’s easy to see why. Hampered by legacy systems that have proven difficult to integrate, and with financial tech startups offering more a convenient experience coupled with customer service rivaling and even exceeding that of traditional banks in terms of quality, the time has come for customer-facing banks to modernize their collective approach to online and in-person engagement. Here’s how some institutions are making that happen:

 

  • While the appeal of online banking continues to expand with 49% of all millennials using online banking for routine transactions, companies like Trailhead Credit Union are also aware of the impact the consumer experience at their physical locations is crucial to connecting with their audience. Having “transformed its look and messaging to connect with the urbanite spirit of Portland”, they’ve seen record-breaking growth in their customer engagement thanks to its commitment to appealing to their consumers.

 

  • By analyzing their consumer base and re-evaluating their content strategies, respected firms like Liberty Mutual and Santander Bank are providing targeted, curated content with the intent of educating certain demographics on relevant services that are available to them. For example, Santander recently focused on its millennial demographic, and aimed to connect with potential customers who may be closing in on a point in their lives when they need a loan. By providing them with a wealth of valuable information and drawing traffic into their core banking site, they were able to attract new customers, gain their trust, and gain further insights about their audience.

 

  • Innovation is impossible to achieve without experimentation, which is why America First Credit Union opened their innovation center in Salt Lake City. Designed from the ground up to be an interactive experience for customers, it also functions as a space to provide live demonstrations of new technology to the public, who can provide instant feedback and help expedite the development process with their input.

 

Ultimately the need for a personalized, targeted approach to delivering outstanding customer experiences continues to serve as a driving force for experimentation in the field of consumer-facing financial services, which a growing tribe of innovative firms capitalizing on the trend and proving that no matter how convenient your service may be, a certain human touch is necessary for facilitating the personal connection between you and your audience that sets you apart from the competition.

 

For more in-depth info on engaging with your audiences, click here.

For tips on improving your own digital content strategy click here.

Mackenzie Flett

How Black-Run Newspapers Changed the World: Black History Month

To mark this year’s Black History Month, we’re taking a look at the impact and import of African-American journalism through the past century, specifically in the realm of Black-run Newspapers and their ongoing legacy in the modern landscape of journalism.

Black newspapers throughout the 19th and 20th centuries represented the first wave of media being tailored for specific audiences outside what was considered the mainstream, a trend that grew to encompass almost every minority group — and spread globally in a few scant decades. They serve as some of the few written records of African-American lives and culture spanning a period of over a century, and represent a treasure trove of historic documentation of black culture of the era.

Black-run newspapers, like Frederick Douglass’ North Star and Samuel Cornish’s Freedom’s Journal ,served simultaneously as sources of information connecting black communities around the U.S. — and beyond — and as ongoing rallying cries for the abolitionist and civil rights movements. They illustrate how powerful the media industry can be when it comes to influencing social and political change — and the media’s ability to connect communities and enable communication and organization.

Frederick Douglass, founder of the North Star. Source: National Archives and Records Administration

 

As of 2002, around 200 black newspapers remained in circulation. Black-run and black-focused media has suffered, alongside most other journalism outlets, with the decline of print media. But  a proliferation of news-media websites tailored to black communities took root online — and they offer valuable outlooks on the lives and culture of modern black communities on a more accessible platform than has ever before been available.

While the voice and the culture has changed and evolved with the times, the spirit of African-American journalism lives on in the digital publications of the modern age. Capable of reaching quite literally millions of people and encompassing a more diverse audience than ever before, the black newspapers of yesteryear paved the way for the digital outlets of today.

Aside from its value as a teaching point about the power of media, preserving the history of black newspapers will allow us to remind future generations of their ancestors’ impact on the world around them, with names like Frederick Douglass, Samuel Cornish, Daisy Bates, and Ida Wells serving as inspirations and role models for the the black community — and beyond.

Mackenzie Flett

3 Tips for Effective Content Marketing via Earned, Owned and Paid Media

In the ever-evolving landscape of content marketing, there are three distinct channels for marketing efforts to be directed, each of which is a crucial component of a successful content marketing program – and each offer their own lead-generation opportunities.

  • Earned Media. Earned Media — which includes both public recognition through word-of-mouth and thought leadership accepted for publication by media outlets — is a powerful tool in this age of constant connection, as the opinion of the public consciousness can make or break any marketing effort.
  • Owned Media. Owned Media — company-run digital and print channels and social media accounts — can serve as an effective way to leverage leads by providing existing clients and prospects with controlled educational content that can help them to determine whether your goals and theirs align.
  • Paid Media. Finally, with a multitude of services offering advertising options to increase exposure to the public eye, Paid Media, such as promoted content and sponsored content positioned in digital and print outlets, offers valuable avenues that marketers can use to acquire new leads by seeking out specific, targeted audiences on a variety of established platforms and actively engaging them with your brand.

Looking for some tips to keep in mind while diving in? Kelsey Meyer of InfluenceAndCo advocates three in particular:

  1. Focus on audience engagement. First off, when it comes to promoted content, keep audience engagement in mind. If a piece of content on its own is getting a ton of clicks, it might be worth looking at promoting it. IAC reported that a promoted tweet generates “111 additional clicks with only $50 in ad spend.”
  2. Promote only leading content. Another good rule of thumb is to only promote within the top 1%-3% of posts with the most engagement recently. After all, there’s no sense in promoting content that doesn’t click with your audience.
  3. Build positive press for your brand. When it comes to spreading the word among the public, the rise of social media has allowed writers and journalists a platform to reach out to you for insights and information regarding your business. When it comes to building accreditation among consumers, there’s nothing better than positive press coverage from reliable sources.

For more wisdom and insights on content marketing success, click here.

Mackenzie Flett