Typically, content management problems often look and sound like the ones on this list below:
- Old promotions and editorial copy isn’t getting pulled and replaced on your Website on a timely basis.
- Product brochures are outdated and no longer apply
- Customers start complaining about the worthless e-mails you are bombarded them with.
- The CEO notices that the last blog she authored is now six months old and still on the Website.
- It’s time to update the financial advice story that is in your monthly newsletter, but no one has written a new one yet.
- There is a discussion post going about your institution that is not favorable.
- Your Facebook page is costing you $500 a month to keep updated, but is generating no new business.
If you can relate with any of these points (and who can’t!) then you already know the importance of content management.
In fact, help-wanted ads for Content Managers are popping up everywhere and include titles such as “Digital Content Manager,” “Website Content Manager,” and even, “Digital Marketing Content Manager.”
The take away here is that Content Management is an important job in banks and credit unions today, especially in light of the digital transformation that all institutions are going through.
What does a Content Manager do?
More specifically, how could a Content Manager actually help your institution, and also justify his or her salary?
Here are 10 jobs a Content Manager could do in your institution:
- Keep your Website content up to date and relevant. Your Website is now the primary way that many accountholders view your institution, and it needs to be clear, accurate, and continually updated.
- Write and edit Website copy. Obviously writing skills are important here, but hiring your own employee to write copy is always better than going through an outside agency.
- Teach officers and other employees how to write a story about their departments. This is helpful for both educational and marketing copy. Your Content Manager can edit the final work, but copy always rings truer when it comes from someone who actually works in that department.
- Identify sources for strong visual images and videos. For example, who picked out that image you have on your homepage right now, and how often is it changed?
- Create and upload YouTube videos about your institution and its products. At some banks and credit unions, the Content Manager is hired to do this all in-house. The finished videos can include everything from product announcements to recaps of customer appreciation events.
- Conduct surveys that measure how accountholders and prospects view your Website. These viewer surveys are typically conducted online, and can be quite helpful in establishing your future marketing direction.
- Review Website analytics. This allows you to learn how users are interacting with your site, which landing pages they hit first, if your product line up is converting hits to actual sales, and which sales copy seems to be working best.
- Develop a Content Management Calendar that identifies specific actions that need to be taken, who is responsible for them, and the proposed completion date.
- Supervise content and stories about your institution that are published in magazines or newspapers.
- Track your competitors’ Websites, publications, and promotions. This allows you to quickly spot new trends or activities that should be looked at closer by your institution.