The versatility of content marketing was highlighted again this week after Spanish banking group Santander revealed how it has been using an educational content hub to reach new audiences, and a current survey found that private equity firms are leveraging engaging news and articles to build their brands.
Digital content marketing has been around for a decade now, but large organisations are still discovering how beneficial a targeted and relevant marketing campaign can be for driving positive business goals and objectives. Santander said it recently turned to content marketing after struggling to acquire customers due to a focus on product promotions.
Santander realised that its previous strategy was failing to meet the needs of its current customers and decided to create a “Prosper and Thrive” content hub to address the problem. It says high-quality content has been a core component of its strategy as informative articles have driven social engagements, website visits and email signups.
Santander has used content to demystify finances for millennials, a group of young people it claims has often “shied away” from the industry. The latest targeted campaigns have not only been practical and entertaining but have added value by improving the financial wellbeing of millennials.
“Millennial expectations have dramatically shifted. They want and expect more from their everyday experiences, which includes how they bank, who they trust and how they consume information,” Arnold Worldwide VP and Director of Engagement Planning Jessica Newton said.
She added: “Content allows us to build and nurture relationships with millennials without talking about products and services, on their time and in environments most relevant to them. Through this approach we’re able to make them more aware of who we are as a bank and shift their perception of us as a bank.”
The program launched less than a year ago, but it has already been a huge success, having driven more than a million site visits and 200,000 engagements on social platforms. The 125 published articles have also led to thousands of people opening new accounts and opting into the bank’s email initiative.
A new report from Pitchbook and BackBay Communications has also revealed how private equity firms have embraced content marketing campaigns en masse during the last two years to build their brands. Content is now seen as an asset in an increasingly competitive market where deals and funding are more difficult to secure.
Creative videos and articles are now used by almost half of the enterprises surveyed to demonstrate their expertise within the industry and company culture. Demand for excellent copy is also set to soar during the next 12 months, as 58% said they are increasing budgets to improve their visibility and reach to give themselves the best chance of succeeding.
BackBay Communications President & CEO Bill Haynes concluded: “It is essential for private equity firms today to have a professional approach to media relations — whether residing in-house or outsourced to an agency — to manage and protect their reputations and that of their portfolio companies, as well as to capitalize on positive news and demonstrate their expertise.”