What type of content should you use?
If you’re aiming to add business content to your website, want to help bankers have more insightful conversations, and fill up your social media pipeline, it’s likely you’re considering one of these three sources of content:
Custom content, where each piece is written (usually) by a content agency (sometimes in-house) based on a brief. It’s often primarily for SEO (as that’s what the agency said), matching search key words with text, and tends to be topical such as a current trend, insight or recent event.
Business Content Library, where content is already written that’s ‘evergreen’, such as business planning and cash flow articles and templates. These financial literacy topics are always ‘on’ and don’t change much year to year. The content is still written for SEO, just not for something that happened last week or will happen next month.
AI such as ChatBPT, where someone enters a topic request into an AI tool, which then creates an article or checklist. The content is sourced from all online content, so though it tends to be generic and still needs someone to check the text, it’s fast and quick (and probably free, except for editing).
It’s valid to source your content from all three.
You don’t need to choose one over the other. Here’s why.
- Is expensive (agencies will charge per hour). Custom calculators and tools are prohibitively so.
- Takes time (decide a topic, write a brief, create, edit, proof). Marketing teams are often flat out and don’t have capacity to deal with content.
- Is date stamped (after it’s written, at some stage it will be out-of-date).
Create a Marketing Strategy: Develop a comprehensive marketing strategy to reach your target audience. This may include online marketing, social media, content marketing, and traditional advertising methods.