Santander recently said that its latest targeted content campaign has transformed its fortunes by driving a host of important metrics, including site visits and social engagement, while converting younger audiences.
The Spanish banking group decided to increase its content marketing investment last year after its earlier outlook, centred on product promotions, did not bring in new customers. Santander launched a “Prosper and Thrive” website soon after, with the aim of making the often-confusing world of finance easier for millennials to digest.
The new hub now has 125 articles published in three different categories: Live Life, Master Debt and Save Up. The editorial content features practical advice that touches on real-life experiences and addresses the concerns and queries of millennials rather than simply trying to sell them a mortgage loan or credit card.
“With so much information out there, we’re not only faced with building their trust as a financial institution; we’re faced with finding ways to break through the clutter and reach millennials in the moments that matter most with the most relevant information that meets their needs,” Arnold Worldwide’s VP and Director of Engagement Planning, Jessica Newton, said.
The use of native and sponsored content has been a huge success thus far. Santander said that it has driven 200,000 social engagements and more than a million visits to its website as well as a notable uptick in the number of people opening accounts and signing up for the bank’s email programme.
Newton added: “Content allows us to build and nurture relationships with millennials without talking about products and services on their time and in environments most relevant to them. Through this approach, we’re able to make them more aware of who we are as a bank and shift their perception of us as a bank.”
Santander is now planning to be “even smarter” with content as its marketing continues to evolve and mature. Decker Marquis, SVP and Director of Digital, Social Media and Multichannel Marketing, said that its new content-centred foundation will also help achieve a better understanding of audiences moving forward.