Bank marketers have been developing all kinds of content for years ‒ think newsletters, op-eds, tip sheets and more. The difference today is we have multiple channels available for distribution, and it’s not surprising that people become overwhelmed by all the choices. To be successful in content marketing, banks need to take a few risks, be authentic and tell a story. This session gives tips on creating content that creates connections and achieves your goals.

1. Don’t Be Intimidated by
Content Marketing
Indiana Bankers Association 2016
Kristin Sundin Brandt
Sundin Associates

2. Indiana Bankers Association
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3. Chevrolet
Intel
Embassy Suites
Real Simple
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4. What is Content Marketing? The Content Marketing Institute
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5. Attract
Acquire
Branding / Awareness
Credibility / Social Selling
Customer Education
Recruitment
Sales / Cross-sell
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6. Indiana Bankers Association
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7. fastlane.gm.com
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8. Indiana Bankers Association
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fastlane.gm.com

9. Indiana Bankers Association
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10. Indiana Bankers Association
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11. Indiana Bankers Association
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12. youtu.be/vIC7Fw1rFF4
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13. Indiana Bankers Association
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youtu.be/vIC7Fw1rFF4

14. Indiana Bankers Association
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youtu.be/vIC7Fw1rFF4

15. Indiana Bankers Association
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youtu.be/vIC7Fw1rFF4

16. Indiana Bankers Association
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youtu.be/vIC7Fw1rFF4

17. Indiana Bankers Association
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youtu.be/vIC7Fw1rFF4

18. Indiana Bankers Association
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youtu.be/vIC7Fw1rFF4

19. Indiana Bankers Association
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youtube.com/user/bankofamerica/

20. Indiana Bankers Association
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21. Indiana Bankers Association
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22. Newsletters
Seminars/Webinars
White Papers
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Getting Started

23. Content
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Getting Started

24. Establish Your Goals
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Branding / Awareness
Credibility / Social Selling
Customer Education
Recruitment
Sales / Cross-sell

25. Industry News
Refinancing
Decorating & Design
Home Improvement
Home Buying
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Know Your Audience

26. Curated
Leveraged
Original
Product
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Choose Your Content

27. Curated
Don’t be intimated by content marketing Sundin AssociatesIndiana Bankers Association
Curated

28. Indiana Bankers Association
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Curated

29. Reputable Resources
Compliance
No Traffic
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Curated

30. Indiana Bankers Association
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Curated+

31. Indiana Bankers Association
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Curated+
Drives Traffic
Low Engagement

32. Indiana Bankers Association
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Leveraged Original

33. Indiana Bankers Association
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Leveraged Original
Readily Available
Drives Traffic
Positive Engagement

34. Indiana Bankers Association
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Leveraged Purchased

35. Indiana Bankers Association
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Leveraged Purchased
Readily Available
May Need Editing
Low Engagement

36. Indiana Bankers Association
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Product

37. Indiana Bankers Association
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Product
Supports Goals
Drives Traffic

38. blog.firstcountybank.com
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Original

39. Indiana Bankers Association
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Original

40. Indiana Bankers Association
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Original
Serial Newsletter
Mixed Engagement
High Effort

41. Indiana Bankers Association
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Original

42. alterrabank.wordpress.com
“My first few posts were dry, hard to write and not
very interesting, even to me. Then I had a
breakthrough. I wrote about my passion for Bruce
Springsteen. Very personal, very “non-banky.”
The response was overwhelmingly positive.”
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Original

43. Indiana Bankers Association
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Original

44. High Engagement
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Original
High Effort

45. www.youtube.com/user/CharlesRiverBank/
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Original

46. Indiana Bankers Association
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Original

47. Between2Hearts.com
FareCompare.com
Money Crashers
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Original – Other Voices

48. Indiana Bankers Association
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Original – Other Voices

49. Educate
Gain Insight
Collaborate
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Original – Other Voices

50. Non-Industry perspective
Content
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Original – Other Voices

51. Tell Their/Your Story
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Original – Other Voices

52. Chewy
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Managing the Content

53. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Curated Product Original
Curated Leveraged
Original Product Curated
Leveraged Product
Curated Product
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Managing the Content

54. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Privacy
(FTC)
Affordable
Mortgage
Should you
refinance?
Spring
update
ideas
(HGTV)
Sponsorship
Credit, debit
or prepaid?
Credit Cards
Credit card
payoff
(Money)
Community
Event
Checking
choices
Mobile
security tips
(FDIC)
Affordable
mortgage
Plan Resources
Schedule
Compliance
Think like a magazine editor
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Managing the Content

55. W
W
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Distributing the Content

56. Indiana Bankers Association
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Distributing the Content

57. Indiana Bankers Association
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58. Indiana Bankers Association
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59. Indiana Bankers Association
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Reduce Reliance
Ownership
SEO
Cross-Sell

60. Curated
Original
Leveraged
Product
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Distributing the Content

61. To: > Test First Name
News you can use from First County Bank. View this email in your browser
Introducing Talking Points
from First County Bank
I am pleased to introduce an
exciting new benefit for our
customers – Talking Points, our
monthly email newsletter.
Through Talking Points we will
share valuable information designed
to help you make informed
decisions about your personal and
business finances, plus Bank news, specials and community
information.
Talking Points is provided to you without cost or obligation,
and you may "opt out" at any time using the link at the bottom
of this, and every issue, of the newsletter.
Please know that we will never share, or sell, your email
address. And, we will never ask for any account information
nor include your personal financial information via Talking
Points.
I hope you enjoy this new benefit!
Let's Talk!
Excerpts:
Scholarship Winners
The First County Bank
Foundation, in
commemoration of Richard
E. Taber’s retirement from
First County Bank, awards
annual scholarships to three
deserving graduating high
school seniors.
CONTINUE >
Mortgages
Getting into the home of
your dreams – or getting
more value from your current
home – is a breeze when
you have a partner that
understands the market, as
well as your personal
mortgage and home equity
needs.
CONTINUE >
Date: August 20, 2015 at 3:45 PM
To: > Test First Name
News you can use from First County Bank. View this email in your browser
Introducing Talking Points
from First County Bank
I am pleased to introduce an
exciting new benefit for our
customers – Talking Points, our
monthly email newsletter.
Through Talking Points we will
share valuable information designed
to help you make informed
decisions about your personal and
business finances, plus Bank news, specials and community
information.
Talking Points is provided to you without cost or obligation,
and you may "opt out" at any time using the link at the bottom
of this, and every issue, of the newsletter.
Please know that we will never share, or sell, your email
address. And, we will never ask for any account information
nor include your personal financial information via Talking
Points.
I hope you enjoy this new benefit!
Let's Talk!
Excerpts:
Scholarship Winners
The First County Bank
Foundation, in
commemoration of Richard
E. Taber’s retirement from
First County Bank, awards
annual scholarships to three
deserving graduating high
school seniors.
CONTINUE >
Mortgages
Getting into the home of
your dreams – or getting
more value from your current
home – is a breeze when
you have a partner that
understands the market, as
well as your personal
mortgage and home equity
needs.
CONTINUE >
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Distributing the Content
Updated Monthly
Generated Automatically

62. Indiana Bankers Association
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Tracking Results

63. Indiana Bankers Association
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Tracking Results

64. Indiana Bankers Association
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Tracking Results

65. Indiana Bankers Association
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Tracking Results

66. Indiana Bankers Association
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Tracking Results

67. Indiana Bankers Association
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Tracking Results

68. visual.ly
Define YOUR Success
Don’t Drown in the Data
Track Trends Over Time
Be Prepared to Fail
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Tracking Results

69. Know Your Audience
Protect The Base
Quality Over Quantity
Think Like a Publisher
Content & Advertising
Measure & Evaluate
Tell a Story
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Summing It Up

70. Sundin Associates
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71. Thank you!
Kristin Sundin Brandt
President
508.650.9668
kristin@sundininc.com

72. Distributing the Content
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73. Distributing the Content
Indiana Bankers Association
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74. Distributing the Content
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