There's no industry more in need of content marketing than the business banking industry. Anybody who's searched the web for tax help in April has experienced the onslaught of personal finance advice available online. But in the world of B2B finance, few local or regional business banks have yet taken advantage of the fact that a high number of B2B decision-makers search for business-related financial help online. And that's reflected in the currently low prioritization of regular blogging and content creation among community business banks.
Today, we’re highlighting 5 business banks that target small to medium-sized businesses and that take an aggressive approach to lead generation by writing top-notch online content for business owners, CFOs, and company accountants. The advice these banks offer tends to focus on business lending, security, and credit—the kind of focus that appeals to business leaders looking for strategically useful content, not light reading.
California Bank & Trust has a great weekly blog covering a wide span of business banking topics, such as cyber security, risk management, business decisions, and vendor management. This company clearly understands the art of attracting visitors with awareness-building content. I've yet to read one of their articles that comes off as "sales-y." One that stood out from earlier this year is "How to Know When to Expand Your Business." Certainly worth the read and worth subscribing to..
An example of a steady blog with a mix of truly helpful wealth management and business banking content, First Bank & Trust publishes its Banking & Financial Education blog on a variety of banking topics. With a distinct spin toward business and commercial banking, they frequently cover economic, market and federal banking news, as well as topics of interest to business owners with headlines like "Can the Federal Funds Rate Affect the Economy?” and “Transferring Your Family Business.”
As an editorial note, one of Weidert Group’s specialties is content-based inbound marketing for B2B financial service companies, like banks. One of the hallmarks of a good inbound marketing blogging effort is producing content regularly. In fact, creating a blog is not that different than starting a regular publication. You need effective writers, great editorial strategy, and efficient use of technology.
Notably, one of the banks above — Investors Community Bank — uses HubSpot as a blog and marketing automation platform. HubSpot helps companies get set up for success producing a professional blog marketing effort.
For a complete look at how to build an effective business blog, no matter if you're in finance, or another industry, like manufacturing, check out our guidebook below.
Posted by Kelly Wilhelme Kelly Wilhelme currently manages all of Weidert Group's marketing efforts. Through her past experience as an inbound marketing consultant on our client service team and, prior to that in financial services communication, she has a deep understanding of complex businesses and a desire to help them grow. Kelly has a passion for communication strategy, layout and design, as well as writing and content creation.