5 Ways UAE Banks Can Benefit From Content Marketing in 2018

With a tech-savvy and professional population eager to find the best possible finance solutions to match their seamless lives, the UAE is the perfect place for modern banking to thrive.

Gone are the days when a bank could succeed as just another faceless corporation, handling clients’ money behind the scenes and sending out mundane marketing newsletters promoting equally mundane products and services.

For a bank to thrive in the UAE, it needs to be ahead of the times, engaging with its clients and building relationships as a financial partner as they progress through their personal lives and careers.

This is where content marketing comes in to play.

Successful content marketing puts the reader first, educating and inspiring them, and in turn building trust and loyalty between them and the brand. With a detailed content marketing strategy, and a little patience, banks in the UAE can see an incredible return on any content marketing investment.

1. Establish or strengthen the brand voice

Content marketing is the perfect way for a bank to speak to clients. The educated and tech-savvy population of the UAE is looking for a bank with a clear and consistent voice, not one which is confused and loss in the digital age.

A bank’s brand voice in the UAE might be authoritative and professional, with a target market of businesses, C-level professionals, and UHNWI. Alternatively, it might be sociable and fresh, with a younger target audience of university students, graduates, and junior-level professionals.

2. Build trust and loyalty with existing clients

Both B2C and B2B relationships in the UAE rely heavily on trust. If a bank loses the trust of its clients, they will not stay loyal for very long, and will start to shop elsewhere for an overall better banking experience.

Successful content marketing puts the reader first, with every piece of content designed to enhance their knowledge of a specific topic and benefit them as they seek out up-to-date and trustworthy information.

A UAE bank providing clients with relevant information to help them advance in their personal lives and careers will see the strengthening of bonds between the company and the clients it serves.

3. Engage potential new clients

Whether it is an expat who has just moved to the UAE to start working, or a resident who is seeking a new banking solution, there is always potential for banks to engage and onboard new clients in the Emirates.

Content marketing allows banks to tell their story in a way which differentiates them from the others. A successful content marketing plan takes into account search queries and frequently asked questions, and aims to answer them effectively and drive readers towards learning more about the company’s products and services.

If a newly-arrived expat is Googling “which Dubai credit card is best for expats”, it is vital that the content displayed in the search results is up-to-date, relevant, and answers the question clearly. The bank to create that content will be a major step ahead of its competitors when the curious expat is looking to sign-up for a credit card.

4. Drive interest in new products

Traditional advertising is failing. With the vast majority of banner ads and pop-ups being ignored, brands need to think creatively of new ways to communicate new products and services to potential and existing clients.

Content marketing allows brands to subtly or overtly promote new products and services to clients, without annoying them. By clicking on an article, video, or infographic, the potential client has taken the first step to signing up for a new product. Engaging and helpful content is a driving force behind converting readers and knowledge-seekers into paying clients customers.

5. Grow social media platforms

Alongside search engines, social media is the frontline between brands and customers in the UAE in the digital age. But social media platforms will not grow and drive conversions unless the content published on them is diverse, informative, and helpful to the followers.

Content marketing adds compelling content into any social media publishing schedule, and thus diversifies what followers see when they check a brand’s Twitter, Facebook, or LinkedIn accounts. This in turns helps grow followings and increasing exposure in the target market.

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