Navigating credit union content marketing strategies for 2024
Photo by William Fortunato
As credit unions prepare for 2024, the focus naturally shifts to content marketing strategies. The saying 'content is king' holds true, especially at Currency Marketing. With over a decade of experience in credit union marketing—starting with our Young & Free program in 2007 and evolving into our current role producing financial education content through It's a Money Thing since 2014—we have amassed a wealth of valuable insights for credit union marketers everywhere. Here are our recommendations:
Understand your audience
It's Marketing 101, but it's worth repeating: your journey to success begins with a deep understanding of your target audience. This might encompass your existing members, potential members and even specific demographic segments such as young professionals, families, retirees or business owners. Craft content that speaks to their needs, pain points, aspirations and preferences.
Prioritize financial wellness
In today's ever-evolving landscape, the focus is firmly on financial education in credit union content marketing, and for good reason. Recent findings from the P-Fin Index, an annual measurement of financial capability among American adults, highlight a concerning trend: financial literacy among adults has reached its lowest point since 2017.
Unfortunately, financial literacy remains low for too many adults
Broader financial indicators
However, there's better news in research from Conductor indicating that consumers are 131% more likely to make informed financial decisions after engaging with educational content. To address this need, offer a tapestry of educational content, including articles, guides, standard and short-form videos, and materials that clearly convey financial concepts like budgeting, borrowing, investing and managing credit.
Our new Its a Money Thing Shorts Bundle
Interactive content
Online interactive tools, such as financial calculators, have been instrumental in credit union content marketing since their inception in 1998, thanks to the pioneering work of the “Calculator King” Karl Ebert.
These interactive tools empower users to visualize their financial options and make informed decisions. Think mortgage calculators, loan estimators, retirement planners and budgeting tools that not only engage users but also showcase your credit union's expertise. Here's a resource oor U.S. and Canadian financial calculators.
Member success stories
Go beyond annual reports and share real-life success stories demonstrating how your credit union positively impacts members' lives. Humanize your institution and build trust by showcasing tangible benefits to potential members. Take a cue from Washington State’s BECU who have some excellent examples.
Community engagement
It's essential to underscore your credit union's active involvement in community events, charities and initiatives.
By positioning your credit union as a socially responsible organization, particularly if your community support initiatives reach into local schools, you'll stand out. Florida's VyStar Credit Union, for instance, proudly operates student-run branches within local schools as part of its financial education program.
Consistent blogging and updates
Maintaining an active blog that delves into an array of financial topics is essential. Beyond providing invaluable information to your audience, regular updates breathe life into your website, enhance SEO and keep your digital presence fresh. HubSpot has a good guide on how often to publish content here.
Promotion of financial products and services
While financial education may be the backbone of your content strategy, it's also important to spotlight your credit union's suite of products and services. Showcase the unique features that cater to the precise needs of your valued members.
SEO and keywords
Conduct thorough keyword research to identify terms and phrases your audience searches for. Optimize your content for search engines to boost your credit union's visibility in organic search results. According to NOWSPEED, the following are some of the most searched credit union keywords. The numbers shown below are average monthly searches.
credit union near me – 301,000
community credit union – 27,100
credit union vs. bank – 14,800
best credit unions – 12,100
co op credit union – 12,100
credit union atm near me – 12,100
credit union bank near me – 9,900
federal credit union bank – 8,100
local credit union – 8,100
credit union loans – 6,600
Multichannel distribution
Share content across various platforms such as your website, social media, email newsletters and physical branches. Customize your content format to align seamlessly with each platform while preserving a consistent brand voice.
Measurement and analysis
Implement tracking tools to measure content performance. Analyze metrics like website traffic, engagement rates, conversion rates and social media interactions.
Regulatory compliance
Ensure all content aligns with applicable financial industry regulations and data protection laws, whether your credit union is subject to state or federal oversight in the United States or follows Canadian regulatory frameworks. Adhere to compliance guidelines specific to your jurisdiction to avoid disseminating misleading or inaccurate information, as this can potentially harm your credit union's reputation and legal standing.
Incorporating these recommendations into your content marketing strategy will equip your credit union to deliver value to members, attract new members and establish itself as a trusted source of financial guidance and support.
Additionally, consider exploring our financial education program, It's a Money Thing. With 48 educational topics and cross-platform content, including video, short-form video, articles, graphics and more, we've simplified content creation and delivery for you. Our program is also designed to integrate seamlessly into your credit union website and into local school curricula, making it an invaluable resource to support financial literacy for your members and the communities you serve.
Tim McAlpine is the Founder & CEO of Currency Marketing. He is best known for developing the It's a Money Thing Financial Education Program that credit unions from around North America are using to connect with new young adult members. He is also a driving force behind CUES Emerge, an emerging leader program that combines online learning, peer collaboration and an exciting competition component.
