Abstract:
. Introduction
In today's competitive digital landscape, banks face increasing challenges
in standing out. Traditional marketing methods often fall short of capturing
attention and building trust. Despite the rise in digital marketing, many
banks struggle to effectively engage customers and set themselves apart in
a crowded market. The bank named ABC due to brand restrictions
preventing naming. This research aims to find the effect of content
marketing strategies in addressing this challenge and driving customer
engagement toward financial services.
2. Research Methodology
This study was conducted using positivism philosophy, a deductive
research approach, and a case study based survey. Quantitative data was
collected using a structured questionnaire to sample 384 customers
selected using simple random sampling from a 2 million customer base at
ABC Bank's head office. The data analysis was conducted using the Pearson
correlation and Multiple Linear Regression Test.
3. Findings and Discussion
The study results emphasized a strong positive relationship between
educational content marketing strategy, Customer Stories and Testimonials
marketing strategy, and Interactive Content marketing strategy with
Engaging Customers. Educational content offers valuable insights, helping
customers make informed financial decisions. Customer stories build trust
through authenticity, while interactive content engages customers,
enhancing their brand experience.
4. Conclusion and Implications
Online bankers should focus on creating high-quality educational content
that addresses customer concerns, use customer stories to build trust and
develop interactive content like quizzes or webinars to boost engagement.
Leveraging data analytics to track and optimize content performance is
essential, as is maintaining consistency across all marketing channels for a
cohesive brand message.
