How Chime easily converts customers
(a case-study in content marketing)
I’m amazed at how few banks make it easy to use their products.
Consider something as simple as figuring out how to close an account.
Most banks make this process exceptionally difficult, because they think that by making it harder, less people will close their account. (And, it's true, it does deter some people.)
Of course, for many people, this actually corrodes trust, making them less likely to want to use and recommend their products.
In contrast, banks that bake ‘ease of use’ into their banking experience nurture good-will. Even if it means making it easier for users’ to stop using their service.
This is even more pertinent when you consider what many users do when they can’t find what they’re looking for on your site.
Because, what do people do when they can’t find what they’re looking for?
They try a search engine.
If a customer types “how to close (insert bank here)” into Google and doesn’t find their answer on your site—it accomplishes three things:
It corrodes their trust in your brand even more.
It effectively guarantees they’ll find their answer elsewhere.
It gives your competitor’s an chance to shine.
This is exactly what Chime is doing right this very moment.
With a guide to How to Close a Bank Account at the Top 5 Biggest U.S. Banks, Chime is able to rank for a blog that answer questions that are frequently-searched by people who are likely already interested in finding a new bank.
high volume, low-competition keywords = seo goldmine!
By leveraging their frustration with their current bank and answering their questions promptly, Chime is able to deliver the right content to right person at the right time. As well as gently plug their product when people are most likely to convert.
I can’t think of a better example of content marketing done right.