How Content.co Helped UOB Business Banking Save Hundreds of Hours, Boost Audience Engagement


UOB
Business & Marketing

With a sea of corporates vying for the attention of small businesses, the content marketing space becomes highly saturated and extremely hard to stand out. UOB Business Banking can't rely on generalists to create highly relevant and valuable content, especially when its peers are also heavily invested in content marketing.

UOB

B2B customers make an average of 12 searches before making a purchase, and is already through 57% of their buyer's journey before they speak to a sales supplier representative.

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.


About UOB Business Banking

UOB

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.


Content.co helped UOB gain access to subject matter experts across multiple verticals

UOB

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.

Hundreds of Hours Saved; Higher Audience Engagement

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.

Results

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:

7 Ways SMEs can Level Up with Budget 2017 Measures

7 Ways SMEs can Level Up with Budget 2017 Measures

Your Business Guide to Financial Assistance for SMEs in Singapore

Your Business Guide to Financial Assistance for SMEs in Singapore

Craftsmanship Business with a Modern Twist: Bynd Artisan

Embracing Change, Revolutionising Traditional Businesses: Shashlik

How SMEs Can Look into Kickstarting Their Innovation Roadmap: SGInnovate

Ready to grow your business with great content?

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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