Today, you're less marketer and more chief content officer.

AuthorHubbard, Jack
PositionSALES DEVELOPMENT

YOU ARRIVE AT THE OFFICE ON MONDAY FROM A RELAXING FAMILY WEEKEND TO FIND:

* A bank in your area has been acquired.

* A senior executive has returned from a conference and has a great idea for a new product. Welcome to the hair on fire world of today's chief marketing officer (CMO) at Any Bank USA.

* A memo suggests you have been put on the CRM taskforce.

You've been in the middle of this storm before, and you know that marketing is typically in the eye of it. Your priorities squiggle more than the Jell-O at Aunt Margaret's Thanksgiving dinner. The question is in what areas should today's. CMO be pro-active?

Read any article on the subject of marketing and there's one thing that jumps out: content. In fact, the marketing officer at today's community bank is in reality, the Chief Content Officer.

Writing, finding, gathering and pushing content for and to bankers is more vital than ever before. Helping colleagues become thought leaders creates significant differentiation and supports every other brand-building effort. In a recent Mass Relevance study, 95 percent of CMOs suggested that content marketing is vital to their business in 2014. Unfortunately, that same percentage indicated that creating and distributing content is one of their biggest challenges. Here are a few ways to start the process.

Create a resources page

Make content easy to access by storing relevant subject matter in one central location. Some banks have created an internal Resources Page that is easily accessible. One bank we know has a marketing staffer dedicated to keeping this page current and in compliance. The field receives information each Friday via an internal email. Their page is also easy to navigate and there is a wide variety of topics to choose from.

Teach them to execute

Get on an upcoming sales meeting agenda and introduce your concept. Use a tell (Here's our page), show, (Here's how it works), do (Play with it) model to articulate the value of the Resource Page to the marketplace. Work with managers to get bankers to commit to push one article to a key client or prospect within 48 hours for practice. Check with the...

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