To ensure that UOB remains top of mind for SMEs, the financial services giant needs to boost its digital presence in line with its customer's interests. Content marketing is core to that strategy - creating valuable content, armed with valuable tips and case studies, to help SMEs grow their businesses.
But with a sea of corporates vying for SMEs' attention, the content marketing space is highly saturated and extremely hard to stand out.
SMEs also comprise of multiple business functions, such as Sales, Marketing, Human resource, Business innovation, and Financing. The business nature of SMEs also cut across dozens of sectors including Food & beverage, Retail, Personal service and Technology.
It will be hard for UOB to rely on generalist writers to create highly original, relevant and valuable content, especially when its peers are also heavily invested in content marketing.
Products: 4 (Corporate Bank Account, BizSmart, Insurance, Go Global Initiative)
Sectors: 8 (Marketing, Sales, Human Resource, Innovation, Financing, Leadership, Risk Management, Business Trends & Opportunities)
Solution: With Content.co's platform, UOB can instantly gain access to specialised writers across multiple verticals.
These writers have deep background knowledge and contacts across the different business functions and sectors, and are able to capture the insights of key opinion leaders. This is in line with the fact that 87% of B2B buyers give more credence to industry influencer content.
With its constant need to produce content, this approach saved UOB tens of hours per content project, from having to find and train the writers.
Leveraging the network effect of Key Opinion Leaders, each published content received an average of 15,000 organic views.
With information centralised on Content.co's platform, UOB can easily get writers up to speed with the brand's communication guidelines. Content.co's platform also automates administrative tasks such as notifications and payments.
UOB powered the launch of its content hub, UOB Business Banking, with the Content.co platform.
Here are a few pieces of content by Content.co's network of creators:
Hundreds of brands rely on Content.co's network of specialised writers, subject matter experts, and creatives, to create quality B2B and B2C content that stands out.
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