Business content

Custom content, Business Content Library and AI

Source your content from all three. You don’t need to choose one over the other.

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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).

plusses and minuses

It’s valid to source your content from all three.

You don’t need to choose one over the other. Here’s why.

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Custom content

It’s necessary to differentiate from the competition, and one-off content that addresses a particular competitive advantage or angle will help.  

Case studies are a good example, like interviewing Cheryl Gentry from Glow Global Events on the WebsterBank website. Maybe it’s collaboration announcements, such as NAB and Lighter Capital, or HarborOne and Clover point of sale. There will also be events and webinars from experts, like ASB’s Backing Business series

Providing custom content that addresses recent issues is also relevant, for example in a blog, such as the rise (or decline) of interest rates, fluctuating currencies, international news, disasters, local events and all the other stories that have recency importance. 

But, custom content:

  • 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).
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Business Content Library

It makes sense to subscribe to a business library that covers the main financial literacy topics. A cash flow template does not need to be custom created, as the formula is the same everywhere: ‘money in minus money out’. Customized yes: re-branded, your logo, contact details, calls to action and next steps should be unique.  

Most of the business content you need tofill up a resource center should be practical content that business customers want to find, every day. Good examples are TD’s Small Business Resource Center, the Dupaco Credit Union Resource Center, or First Commonwealth’s Small Business Resources. Each has a different curriculum to appeal to their custom segments. 

A business content library can also offer tools, templates and calculators that don’t need to be reinvented, such as break-even or loan calculators, interactive checklists, business planning content, and simple Excel templates customers can download and use offline. A good example are the Tools and Templates from HarborOne.  

A business content library will be a fraction of the cost of commissioning custom content. 

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Most will know that AI is revolutionizing content. Type into ChatGPT ‘write a 400-word blog on how to start a business’, and you’ll get a blog that is good enough to post. It will cover the main points, such as idea generation, market research, write a business plan, register your business, get funding etc.  

It’s fast, free, you can churn out content every day and the advice is usually sound. For example, one of the results from start a business is: 

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.

But it doesn’t tell you how. Or provide a marketing plan template you can fill in. Or align to a webinar or event you’re running. 

If you drill further and ask ChatGPT ‘Develop a comprehensive marketing strategy for social media’, it will trot out similar text and advice, with short sentences and paragraphs. Eventually it all starts to look like the same thing.

Our recommendation

Use all three

Custom Content
Use custom content from your agency (1-2 pieces/month) on topics and content that have recency and current value.
Business content library
Use our Business content library to build out a resource center fast, while embedding tools and templates for 24/7 relevance.
Use AI when you need content fast to fill gaps, ideal for blogs. Or use it to assist in rewriting content you find in the business content library to make the content unique to you.
Gated Content
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Fostering Genuine Interactions

Value-based conversations are more lucrative than those that revolve around sales. Our content makes it easy for banks to establish helpful connections.

Building Brand Credibility

Making our high-quality, free resources available to your customers will position you as a trusted advisor ahead of your competitors.

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Strategic Content Deployment

How you deploy and amplify your content is equally as important as the messaging. Our strategic guidance sessions are available to help you get it right.

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Increasing Engagement

Our content helps draw in new users and engage your existing customer base across multiple platforms without needing an in-house writing team.

How We Help
Small Businesses

Democratizing Content

Searching for answers takes time – something you don't often have when you're running a business.

We specialize in creating educational resources for small businesses. Our content is both informative and engaging; and in the hands of a bank, it becomes more easily accessible to small business owners.

Empathetic Educating

The pressures of being a small business owner are overwhelming. We get it.

Financial literacy is the key to taking control. We empower small business owners by sharing our knowledge and experience. That’s the driving force behind our content.

Financial Literacy

There’s inherent risk involved when starting a business. Without a good understanding of money management, that risk grows.

We’ve laid out actionable steps – participating in webinars, downloading templates and guides, and subscribing to newsletters – for small businesses to take towards achieving financial literacy.

Learn more

Make Your Content Work for You

Schedule a consultation to discuss how our strategic guidance can improve your content’s performance.