Since 1946, SAC Federal Credit Union, Bellevue, Neb., has been a trusted financial partner to its membership, which has grown to more than 75,000.
Now the credit union is expanding its commitment to members with a thoroughly modern tool: A community blog where readers can find a wealth of financial information, tips, and tools.
Cynthia Buettner, senior vice president of information technology (IT), marketing, and sales for the $670 million asset credit union, explains how SAC Federal makes the blog a valuable resource members turn to again and again.
CU Mag: Why did you decide to launch a blog?
Buettner: SAC Federal’s mission is to be members’ trusted financial partner, providing tailored solutions to support them throughout their life events. We saw the blog as a way to help fulfill this mission by providing an online resource of financial tips, tools, and information.
The decision to launch the blog was also guided by our long-term goal of having our website serve as a trusted and highly used source of financial-related information.
Knowing that content, social media, and search engine optimization are all important to the success of our online brand, we wanted to launch the blog to create brand awareness and generate more qualified leads.
CU Mag: How have members responded?
Buettner: Our members and internal teams have responded positively.
Our customer service teams use the blog as a resource to answer member questions. Website and blog analytics suggest that members and others are extremely interested in the content we’re creating, as website visits and time on the site have both increased.
When it comes to social media, we have seen an increase in engagement from members who have liked our pages. It quickly became clear that our blog-specific posts got better traction on Facebook than our general, text-only messages.
Members share, like, and comment on our blog-specific posts more often than other posts.
CU Mag: What type of information is most in demand?
Buettner: Here are the top 10 blog posts to date:
CU Mag: How might your blog evolve in the future?
Buettner: We plan to add more content to our current blog categories—about credit unions, credit, financial literacy, identity protection, kids and money, military and money, and resources—as well as include new categories such as member stories, small business resources, and more.
In addition, we’ll be publishing even more articles on timely topics. For example, in November we’ll be uploading an article on how to shop stress-free this holiday season with proper planning and budgeting. It’s these seasonal angles that keep readers informed when they need it most.
CU Mag: Who’s responsible for providing content?
Buettner: The SAC Federal marketing and leadership teams lead content creation with the help of writing and editing partners. Throughout the content creation process, we’ve focused on incorporating insight from our team of subject matter experts.
Most of our blog posts include direct quotes from SAC Federal leadership, including Julie Bruning, vice president of consumer lending; Karen Guy, business and marketing analyst; and Crissy Hayes, vice president of operations. This highlights our team’s commitment to providing top-notch content for members.
Once content is written, the marketing team reviews all blog copy and imagery to ensure accuracy and relevancy. Then it is a matter of posting each blog on its specific date and promoting the content via our social media channels: Facebook, LinkedIn, Google+, and now Twitter.
NEXT: Seven steps to a successful blog
Bill Merrick is deputy editor of Credit Union Magazine. Follow him on Twitter via @CUMagazine.