How Local SEO Drives National Brand Authority for SECU Credit Union

• Since August 2022, Agency 102 has helped create content for Maryland’s largest credit union, SECU, including collateral for digital marketing campaigns, search engine optimized (SEO) blog posts, email marketing, and more.
• An Agency 102 crafted blog, All the Factors that Influence Your Credit Score, appears in the top ten Google search results for a high-value keyword. SECU’s blog ranks above other high-quality sites like NerdWallet, Freddie Mac, and Capital One. 
• Consistent high-quality content creation is essential to SECU’s higher traffic share and enhances the overall customer experience.

With 25 branches throughout the state and over 50,000 free ATMs, SECU is Maryland’s largest credit union. They’re a not-for-profit credit union committed to offering a safer, smarter way to manage money.

SECU offers a wide variety of financial products for consumers and small business owners as well as free resources aimed at enriching members’ overall financial wellness. They’re committed to delivering trusted financial advice – personalized to their target audience in the local Maryland community.

Just 26% of Gen Z and 14% of millennials use credit unions according to GOBankingRates.  Instead, most young adults choose to manage their money with commercial banks or online financial institutions.

Educational content fosters trust and loyalty with Maryland consumers. SECU is committed to providing consistent educational content about important financial issues. As Maryland’s largest credit union, it’s important that blog posts and other marketing content demonstrate an understanding of the local community.

Robust content marketing protects SECU’s brand authority – even as customer trust in financial institutions is on shaky ground. In fact, website spoofing (a scam where imposters often pose as trusted businesses like local credit unions) is on the rise. When SECU needed help to warn their members about potential fraud, we acted fast. Ultimately, our content strategists delivered a final draft of the blog in less than 24 hours. Learn more about how we help clients like SECU keep customers informed and secure.

We developed an educational blog campaign focused on topics that matter most to young adults to build awareness for credit unions as a viable financial solution for this untapped audience. Credit unions like SECU offer a variety of resources that appeal to young adults, including convenient mobile banking, a customer-centric lending experience, and personalized financial guidance. However, a lack of promotional content marketing these financial resources limited their ability to grow young adult membership. Through a targeted blogging strategy, SECU increased their appearance in organic search results, driving visibility among millennials and Gen Z.

Find opportunities for SECU to outperform their competitors with a content marketing audit.

Our content marketing audit began with a heavy focus on the competition. We observed top-performing blog content from thought leaders in the financial services space to learn what content topics have a demonstrated history of engagement with SECU’s potential customers. During this process, we determined what keywords generate the strongest traffic.

Develop a goal-oriented editorial calendar.  

Each month, we develop an editorial calendar complete with blog topics carefully selected to drive engagement with SECU’s target audiences, focusing largely on local Maryland consumers and young adults. We have crafted personalized financial content for a variety of audiences, including young adults, small business owners, and teenagers.

Use local search engine marketing to reach millennials and Gen Z. 

We take a strategic approach to content creation – combining our expert knowledge of Google search with analysis of audience trends to create hard-hitting content. Blogs offer commentary and advice on financial issues important to Maryland young adults like budgeting during college or saving for a down payment. SECU has solidified their brand authority online through a consistent content creation strategy. 

Nurture member relationships through email marketing.

SECU’s member newsletter builds awareness of their financial products and offers helpful updates about recent financial news. They sought strategies to increase engagement with the newsletter – and by extension, their wide variety of financial resources. Agency 102 worked closely with the SECU team to develop a flexible newsletter format. The revitalized newsletter enables SECU to more easily connect with members via email or by direct mail (using a QR code linking to the newsletter).

Expand SECU’s customer base with targeted social media marketing campaigns.

Customer service is a cornerstone of the SECU brand, and Marylanders count on them for personalized guidance on their financial matters. We collaborated with SECU to develop collateral for a social media marketing campaign.

Build trust through educational content. 

As a locally-owned credit union, maintaining a connection with their community is essential. Through interactive financial education opportunities, SECU builds lasting connections with potential customers. Agency 102 helped SECU revitalize their financial education presentations – with a focus on enhancing the digital experience.

All the Factors that Influence Your Credit Score – An Agency 102 crafted blog outperforms top competitors like NerdWallet, Market Watch, Lending Tree, and Freddie Mac.

SECU beats key competitors and comparison companies on critical metrics, maintaining the strongest search engine authority score, organic traffic, and referral opportunities.

By beginning our partnership with a content marketing audit, we uncover audience trends that consistently inform our approach. Through regular check-ins, Agency 102 finds additional opportunities to increase the impact of SEO blog content and engage SECU’s member community.

Download our free digital marketing guide – designed for financial services companies.

Find out how experts are wowing younger audiences, building trust in a wild economy, and leading the conversation when big news breaks.

• How to (finally) capture the attention of millennials and Gen Z
• What you can do right now to build trust and a community with your customers
• 6 content channels that have the biggest return on investment

Download now: 6 Proven Marketing Tactics Leading Financial Institutions Are Using To Keep Their Customers Happy