Using Content to Differentiate

What happens when a commercial bank looks holistically at its business clients’ needs—and focuses on addressing those needs rather than promoting the same old products that everyone else is offering? The marketing strategy becomes a whole lot clearer, that’s what.

Just look at Pacific Continental Bank. They made it their goal to help business clients become better at doing business. And with that as a starting point, the focal point of their marketing efforts became business knowledge and not bank products.

That led to a content pipeline that covers not just finance and banking topics, but also HR, technology, and industry-specific best practices.

Hear more from Amy Delaney, CFMP, vice president, and marketing director of Pacific Continental Bank, as she describes how it all came together for them.


Amy’s remarks were recorded at the recent ABA Bank Marketing Conference in Denver.