At-A-Glance: U.S. Bank’s “Achieve Your Goals” Content Hub
When it comes to content marketing for consumers, financial institutions aren’t known for maximizing their assets. However, we’re wondering if that’s beginning to change. In March, for example, we discussed Wells Fargo’s (then new) responsive and social content strategy, and around that same time U.S. Bank also launched a content hub: “Achieve Your Goals.”
During its first few months, posts at the site (which is much like a blog) weren’t very frequent – one in February and one in March – but starting in May and carrying on through the summer, posts were approaching 10 each month. The result is a growing resource for customers and financial services consumers, with content in four main categories: “My Money,” “My Credit,” “My Home” and “My Vehicles.”
We’re pleased to see how the site takes time to recognize one key point: banks and credit card issuers have incredible amounts of expertise that’s extremely valuable and helpful to consumers. Very often, of course, bank marketing focuses on products and services along with the necessary customer education to support them: mobile app how-to’s, for example, or tips for earning and redeeming rewards.
It’s important for banks to remember that customer (and consumer) education can do a number of other things, as well, with the right kind of content and skillful presentation. It can nurture and deepen relationships with existing customers and even make a new relationship desirable for a potential customer. When a bank takes time to turn its knowledge into an accessible resource (whether it’s online, via mobile or in the branch), it exhibits the kind of care and attention that can exist in the customer experience.
Consumers are savvy enough now to want to feel a partnership with their financial institutions versus just feeling “sold to.” Despite that relationship-savvy, many still lack some financial services basics and can benefit from some guidance. Consider recent posts from U.S. Bank:
- “What is mobile banking and what are its benefits?”
- “Understanding the basics of a mortgage application” and
- “Understanding APR and APY.”
Except for single mention at the conclusion of each piece (“visit usbank.com for more information”), the posts are free from selling. They are written with the customer’s needs in mind.
