6 ways Singaporean & global financial service firms are winning at content marketing

Did you know that content marketing costs 62% less than traditional marketing and generates three times as many leads?

Those figures by DemandMetric showcase the power of leveraging content in your organisation.

In this piece, we explore six ways financial service firms in Singapore and around the world are developing compelling and effective content.

1. Repackaging real-life case studies

DBS’s webseries ‘Sparks’ has created a buzz amongst banks in Singapore. Inspired by true DBS stories, this mini-series follows a group of dynamic bankers navigating work and their personal lives. Instead of showcasing case studies in text format, the 10 to 15-minute videos are presented in a TV series style.

The webseries is constantly tailored based on the insights they get from social listening tools. One example is after the launch of episodes 1-3, viewers were seen discussing Claire and Jasper’s possible romance. The team then changed the plot for subsequent episodes to keep engagement up, alongside conveying the main purpose of the webseries – to showcase that banking isn’t only about transactions.

This content marketing initiative has won several awards including “Best Film and Video in the Asia-Pacific Excellence Awards 2016” and “Best Digital Marketing in EFMA-Accenture Distribution and Marketing Innovation Awards 2017”. With an ever-growing fanbase, DBS Sparks has racked up more than 100 million views to date.

2. Sharing senior executives’ insights

Besides being a LinkedIn 2017 Power Profile and boasting around 80,000 followers, DBS Bank’s Group CEO Piyush Gupta is a perfect example of leveraging staff’s content to bolster a
company brand.

His latest articles on LinkedIn have over 1,200 shares each. One reason is because of his authenticity as he shares his perspective on financial topics. Another reason is that his style encourages interaction between him and his readers. This helps to build and maintain the relationship with his readers and thus build trust for DBS Bank.

3. Engaging millennials with tailored content

It is essential to engage today’s youth with relevant and educational financial information through a creative approach.

Who else to appeal to them then young people themselves? FRANK by OCBC does this by encouraging guest posts from young professionals. One example is this blog post entitledThe Broke Student’s Guide To Adulting.

Another example is Santander Bank’s award-winning content hub, “Prosper and Thrive”. The main objective of it is to educate millennials about their financial well-being.

4. Teaching your audience real-life skills

The best content marketing is not only entertaining but also offers actionable tips you can apply to your daily life. One example is the British bank Barclays.

The bank introduced “Digital Eagles,” an online platform, to help their customers learn useful internet skills. This section on their website houses practical advice ranging from how to shop online to how to use online banking. The key is that their content provides their audience with practical skills they can use in their daily lives.

Similar to Barclays’ “Digital Eagles,” the National Australian Bank has created a content hub called “Life Moments.” Instead of limiting itself to teaching online skills though, “Life Moments” covers advice for nearly every stage of someone’s life, from buying your first home to planning for retirement. What’s also great about the platform is that the information is well organised and easy to navigate for the user.

5. Leveraging interactive content

Interactive content is more than just reading text or watching videos, it is about engaging readers with your content. Goldman Sach’s “Interactive Guide To Capital Markets” is a great example of interactive content. This guide is chock full of information one needs about capital markets, from what it is to how big the markets are.

6. Commenting on larger social issues

For the past two years, Arnaud Bonzom, Venture Partner at 500 Startups as published a list of extraordinary women in Southeast Asia’s finance world. This year he featured 128 women in a blog post entitled “128 Reasons to not have an all men panel in Southeast Asia.” After it was shared on LinkedIn, it has received a slew of positive comments from female professionals including “What a fantastic list Arnaud Bonzom as usual, thank you for this!”

Who ever said finance was dull? These content marketing examples show you ways to captivate your audience through innovation and a strong understanding of the market.

To learn more about content marketing and the communications skills you’ll need to succeed in the future of finance, visit IBF Singapore’s Learn@IBF.