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Does your bank website need a blog?

8/16/17

Blogs have made a big impact on the web since they debuted 20 years ago.

What began as a standalone personal journal has evolved into the standard format for sharing articles (and more) with an online audience. Many corporate websites now include a blog component, with content ranging from repurposed press releases to more casual examples of content marketing.

But do banks and credit unions need blogs?

The benefits of a bank blog

If you’re on the fence about whether you should add a blog to your bank website, consider these facts:

  • Websites with blogs average 434% more indexed pages and 97% more backlinks than those without. (TechClient) Both of these factors are very attractive to search engines like Google. And search engine optimization (SEO), in turn, can deliver new visitors — and new customers — to your website.
  • 45% of marketers say blogging is the #1 most important piece of their content strategy. (Social Media Examiner) One of the reasons blogs are so lucrative a marketing tool is that they often serve as the hub for online content. Newsletters, social media marketing, banner ads and even print marketing pieces can push your audience to a specific article on your blog.
  • Marketers who prioritize blogging are 13 times more likely to achieve a positive ROI on their efforts. (The State of Inbound) Success with content marketing rarely happens by accident. You must be intentional and strategic if you want to generate leads.

Tips for your bank blog

Search engines love blogs, and marketers who blog increasingly find success with their social media marketing strategies. Incorporating a blog into your credit union or bank website probably seems like a no-brainer.

However, before you dip your toe into the often-intimidating waters of blogging, be sure you understand how to blog. Otherwise, your efforts will be doomed to sink.

  • Consistency in frequency — Whatever your cadence for adding new content to your blog, be predictable with the timing. Can you handle publishing one post a month? Once a week? Don’t overcommit because there are few things as sad as a blog that hasn’t been updated in many, many months.
  • It’s not all about you — Marketers are often tempted to write every post about their bank or credit union: new products, better rates, other big news. While all those things are blog-worthy, you’ll quickly bore your audience with sales pitch after sales pitch. Address topics that directly impact your customers’ lives. Be a thought leader. Better to educate than indoctrinate.
  • 1,000 words…in theory — Blog posts don’t have to be very long. In fact, shorter, snappier pieces tend to engage more readers than novel-length pieces. Use subheads and bullets to break up large blocks of text, making your posts scannable. Oh, and that thing they say about pictures being worth a thousand words? Blogs with images get 94% more views (JeffBullas.com), so don’t skimp on the graphics.
  • Inroads and inbound links — Of course, composing the most brilliant blog posts won’t do much good if no one finds their way to your site. Make sure you have a plan for driving traffic to your blog, such as utilizing SEO (search engine optimization) keywords in headlines, inserting a blog feed on your homepage, sharing links via social media and featuring blog posts in your newsletter.
  • What next? — Whether you’re providing insight on the financial industry or sharing company news, remember to include calls to action so that you can capitalize on — and, ideally, get a conversion from — your blog post. (See the bottom of this post, for example.)

Bank blogs: the bottom line

Adding a blog to your credit union or bank website gives you limitless potential to attract search engines and prospective customers. Just be sure you understand reader expectations and are prepared to deliver engaging, valuable content on a regular schedule. Don’t be afraid to take small steps.

And always remember to include a call to action!

Ready to add a blog to your bank website? BrownBoots can integrate a blog into your existing website or build one along with your next website redesign. We also can assist with content marketing services, including copywriting and graphic design.

Contact us via email.

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