15 Dec
2019

How to Make Your Bank’s Content More Engaging

first_imgAI is Not the Holy Grail of Sales, at Least Not… Digital Marketing Jobs in the Government Sector Tags:#bank#bank marketing#Banking#banking content#Content Marketing#financial content#financial marketing#marketing#personal finance Trends Driving the Loyalty Marketing Industry Brad is the editor overseeing contributed content at ReadWrite.com. He previously worked as an editor at PayPal and Crunchbase. You can reach him at brad at readwrite.com. The Dos and Don’ts of Brand Awareness Videos Related Posts Brad AndersonEditor In Chief at ReadWrite Why would a bank use emojis in its email subject lines? Mostly because it’s a smart content strategy.Considering that consumers are using mobile and online channels for banking transactions most of the time, online outreach is critical for today’s banks. Using emojis is just one example of banks trying to refresh their content for today’s audience. It’s important for all financial marketers to take this approach — creating content that captivates, educates, and creates value for the target audience.Content marketing is ideal for explaining confusing, complex, and consequential subjects related to personal finance. It’s also an organic way for banks to build their brand and cultivate relationships with customers. Given these advantages, it’s not surprising that most banks strive to produce content with some consistency.Yet it’s also not surprising that many banks struggle with stellar content creation. Some of the most commonly cited challenges include lack of writers, insufficient budgets, poorly defined strategies, and unclear performance metrics.There are many ways to resolve those issues, but even if a content marketing effort is firing on all cylinders, it won’t succeed unless the content is engaging. Unread content is an unrealized opportunity, which is why financial marketers need to captivate their audiences. To do that, experiment with these four strategies:1. Indulge a new medium.Let the target audience dictate what form the content takes. As financial marketers target younger consumers, for instance, posting content on social media (and maybe even using an emoji or two) is essential. Looking beyond text is important as well. Millennials aged 25-34 are the largest consumers of podcasts, at least in the U.K.; in America, the 12-24 age bracket is driving the increase in podcast popularity, suggesting that audio content keeps younger audiences engaged. According to Louise Beaumont, executive chair at quantitative semiotics platform Signoi, tailoring content to new audiences and media is key. “The opportunity for retail banking is to be the convener of pertinent stories and conversations and thus to directly engage with their target customers,” she notes.2. Leverage all your internal insights.Employees collectively offer a social reach around 10 times greater than the brand’s own reach, according to LinkedIn data. Asking employees to develop content is not only a great way to get insider stories, but also to leverage the networks around those employees. Considering that readers tend to trust employee stories more than institutional messaging, asking employees to become authors gives your content extra authenticity. Douglas Wilber, CEO of Gremlin Social, a social media solution for banks, explains why new voices lead to fresh content. “You need to ditch the buzzwords and engage consumers on a human level,” he says, “and employees are your best distribution channel for doing this.”3. Personalize for buyer goals.Content should never be written for a general audience. Instead, each piece of content should be personalized to speak to a specific customer persona. For example, older customers might want to download an in-depth retirement report, whereas younger ones probably prefer to watch Instagram videos about money-saving hacks (and, perhaps, even how to think about saving for retirement). Creating content for specific audiences ensures it’s relevant to that audience in terms of subject, medium, and distribution channel. Develop a variety of audience personas to ensure you’re offering valuable content to each audience segment.4. Test the connection.Don’t ever assume content is engaging — that’s up to the audience to decide. Content marketing efforts should be evaluated empirically, from beginning to end. To start, use a tool like Google Analytics to explore what kind of banking content people are looking for instead of assuming you know what will be interesting. If possible, use A/B testing to explore which version of content drives the best results. After every piece of content is released, you should track how often it’s read, shared, or clicked on. Without these insights, it’s impossible to know whether a content marketing effort is working or how it could improve.Banks don’t need to stuff their subject lines with emojis or start producing memes to make their content more appealing (but hey, it might help). The crucial success element is a thorough understanding of the audience personas: Where do they gather? What do they read? How do they consume content? Once those answers are in place, the content practically creates itself.last_img read more

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12 Dec
2019

How to Produce Compelling Corporate Video

first_imgThe professional market is flooded with great videographers. Use these tips to develop compelling corporate video and make your work stand out.Today’s market for freelance videography and corporate video production is flooded with producers. With so many professionals offering the same services, how can you realistically stand out from the rest?It seems everyone with an iPhone or iPad can generate a video. Because of this, video producers have to really step up their game when it comes to production. And the best way to do that is to break away from the standard corporate video mold and draw on influences from cinema and top-end commercials in order to make your work rise above the crowd.Step 1: Work Closely With Your ClientNo one knows their own business more than your client, so listen intently to them when they tell you what they want to convey. Savvy companies will have a solid marketing strategy for the video you are going to produce. Just make sure that while you’re listening to their desires, you’re formulating how to creatively frame their desires on film. Having a good creative collaboration with your client is key.Step 2: Make Sure the Visuals Have ValueVideo from IDG Knowledge HubWhenever you’re putting together a corporate video, you want to relay the client information to the audience in the quickest and clearest way possible. This means you need to make sure that you aren’t wasting any visual time. All the visuals you use need to have a purpose and a value to the information that you are trying to convey.Step 3: Embrace the CinematicVideo from Brian McGintyOne thing that most audiences and clients like is when you move away from the traditional regimented corporate videos of the past and bring a more dynamic visual style. A great way to do this is to look for inspiration in your favorite films, music videos, or commercials. Any of these will give you a wealth of cinematic samples. Don’t be afraid to treat a corporate video in a very cinematic way. By doing this, you can really draw the audience in for your client.Step 4: Get to the PointVideo from EveryAppleVideoOne thing clients may not understand is the attention span of end users in today’s video market. They want their information to be quick and to the point. This means you need to take all the information the client wants to convey and condense it into the shortest form possible. Usually this will call for the video to be between a minute and a half to two minutes long.Step 5: Leave the Audience Wanting MoreVideo from Kings Cross MediaBy the end of the video, two things should happen… your client should want to do more business with you, and the audience should want to know more about your client. You do this by following the steps above and conveying your client’s message clearly and directly. As the video above does really well, you’ll want to leave the video with a small hook that will keep the audience coming back for more.A Few More TipsVideo from Bailey Cooper Photography and VideoIf you want a few more basic tips on putting together solid corporate videos, then be sure to check out the video above. Or head on over to RocketStock and check out their article on five great steps to improve your corporate video. Just remember to work closely with your client and get the best possible video to aid their end goals.Are you working on a corporate video? Was this information helpful to you? Do you have other video production questions that you want answered? Let us know in the comments below!last_img read more

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3 Dec
2019

J&K Governor heads to Delhi

first_imgAmid the ongoing crisis in the State, Jammu and Kashmir Governor N.N. Vohra on Saturday went to New Delhi to meet Union Home Minister Rajnath Singh and National Security Advisor (NSA) Ajit Doval.Sources said Mr. Vohra will discuss the unrest and the ground situation with Mr. Singh and Mr. Doval. He is also likely to meet Prime Minister Narendra ModiIt is learnt that Mr. Vohra, who is also head of the Shri Amarnath Shrine Board, will also brief the central leadership about the security requirements this year for visitors, amid issues in south Kashmir.A new Governor?The Governor’s visit assumes significance in the wake of demands for Governor’s rule in the State by several parties. Besides, news of a possible meeting between Mr. Vohra and Mr. Modi has also fuelled speculation that the Centre was looking for a new Governor. Several names, including that of a Kashmiri pandit, are doing the rounds for the top position.Meanwhile, Amit Shah, president of the Bharatiya Janata Party (BJP), arrived in Jammu for a two-day visit to meet party legislators so that he could get the sense of situation evolving in Kashmir an Jammu regions in the wake of series of developments, including low voter turnout and attacks on Muslims by gau rakshaks.Also, Farooq Abdullah, president of the Opposition National Congress (NC) on Saturday expressed concern over the Centre’s decision not to hold talks with separatists.“The Centre’s submission in the Supreme Court that it will not hold dialogue with separatists might prove disastrous for the future of Jammu and Kashmir. We express our concern and regret over the stand,” Mr. Abdullah said, addressing a meeting of party leaders and workers here.Terming talks as the “only way” for the resolution of the Kashmir issue and everlasting peace in the region, Mr. Abdullah urged for early resumption of dialogue between India and Pakistan saying “bombs and bullets will not help“.BJP leader Ram Madhav had on Saturday had attacked separatist leaders in Kashmir, accusing them of playing politics of sentiment over dead bodies and said that the Centre had made it clear that it would not hold talks with them.(with PTI inputs)last_img read more

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28 Nov
2019

Anoop Kumar to accompany MC Mary Kom at London Games

first_imgMC Mary Kom will not be alone when she begins her London Olympics campaign on Sunday.As reported by Mail Today earlier, Mary’s coach Charles Atkinson has not accompanied her to the Games, and that had raised doubts about the five-time world champion’s preparedness for her participation in the 51kg category.However, in a release issued on Thursday, India’s acting chef de mission and Indian Amateur Boxing Federation secretary general PK Muralidharan Raja stated that Mary will be accompanied by the chief coach of the national women’s team, Anoop Kumar, since she’s the only Indian woman to qualify.On the issue of Atkinson not being given accreditation, Raja said: “Mr Charles Atkinson, who has been coach with Mary Kom for the past six months, is a professional WBC coach and has trained Thai WBC boxers in Thailand. AIBA does not permit any boxing coach who does not have an AIBA 3-star certification to be coaches at Olympics.””As per rules, only those who are AIBA-approved and accredited are permitted to participate as coaches.”last_img read more

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