I recently read an article that stressed the importance of content marketing, even as it relates to financial services. The article (https://econsultancy.com/blog/66066-how-barclays-generates-interest-with-content-marketing/) cited the recent Barclay's programs focused on creating relevant content for important niches in the marketplace. One of the programs is aimed at teaching kids how to code, aimed at young kids and parents that are interested in preparing their children for the future. Another section is focused on starting your own business.
Each of these areas is targeted at an attractive segment of customers, provides relevant content and illustrates the ways the bank is helping them fill their needs. Neither campaign is directly related to banking needs (though starting your own business gets close), however, they are really focused on providing good information to attractive target segments. I think content marketing is an area that banks can really begin to explore much more, particularly for fulfilling particular niches in the marketplace.
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