Content Strategy For targeting small business owners on your website

Content Strategy Resources Building a business case The next 6 slides follow our 6 step content marketing strategy, to help you present an overall business case to your stakeholders. Feel free to use all, some or none. Glen Senior CEO “ ”

Step 1 Conduct a website audit Site traffic Content downloads Gain referrals $$ increase in revenue E-newsletter sign up In branch visits/call center Social media activity Manager appointments Customer satisfaction Internal stakeholders Marketing timeline Other initiatives Existing content Aligning to business goals TARGETINFLUENCESSUCCESS Mass market Existing clients to grow High growth businesses aiming to export PRODUCTS/SERVICES New business accounts Insurance/cross sell Credit cards Foreign exchange accounts Business loans What are we doing, where are the gaps, what should we do? Notes to use Alter these items to suit your own situation. These are just examples. Conduct an audit of your site first; integrate any existing tactics/ideas you have. Talk to marketing and IT to identify any restraints.

Step 2 Identify small business pain points SME focus and pain points through four lifecycle phases

Step 3 Build a curriculum What will you create and when will you publish it?

Step 4 Embed the content Create an area in the website where the content will be published

Step 5 Amplify the content Amplify content by promoting in marketing channels Your bank site Paid Media Assets Bloggers Organic Search eDM Social Display SEM Social LinkedIn Twitter Facebook Social Website Channel Branches

Step 6 Measure success Put in place measurement tools to ensure that business goals are met Primary Metrics Secondary Metrics Conversion of leads to new customers Website traffic Cross sell ratio Increase in revenue per customer Increase in market share opt-ins LinkedIn group growth Bounce rates Time On Site Open rates/clicks Page views Social shares Online mentions

We recommend small amounts of quality content, not large amounts of hastily written content.

Content needs to be carefully focused on bank products, financial issues and calls to action.

Does content relate to a customer pain point ? Can the content lead users to a product or service? Does the content have strategic value? Core Content Support Content Rethink Content YES NO

Does it work? In 2 years we quadrupled the traffic of a major business portal; the only thing we changed was adding practical small business management content. “Over 5 months when the online training was available, our average e-newsletter open rate increased 47%. The TSBC e-learning action plans have been a very effective tool for us in terms of driving up traffic to our website” Brigitte Reed, Microsoft

'Content is an increasingly important element of our marketing campaign. As search becomes the default method to find out how to start a business, we need to be seen to be providing great small business information and support’ Stewart Taachi, Clydesdale Yorkshire Bank, UK 'Adding business content to our website has generated a big increase in traffic, increasing the number of small business leads and prospects for our sales team’ Simon O’Connell, NAB Bank Australia 'Content is a key strategy for us, allowing the bank to engage and educate our small business clients. It drives traffic, helps our local business managers engage their clients, and positions us as a thought leader in this space’ Ellie House, Bank of New Zealand 'Providing financial literacy tools is important for us as a bank to reduce the failure rate and support more new business start ups’ Astrud Burgess, ANZ 'Providing financial literacy tools is important for us as a bank to reduce the failure rate and support more new business start ups’ Astrud Burgess, ANZ

Stronger link between content and digital Quality is king You need a multi channel approach Content marketing trends Print isn’t dead Video is hot property Mobile is the way to go