{"id":70336,"date":"2014-03-19T15:02:12","date_gmt":"2014-03-19T15:02:12","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/coutts-content\/"},"modified":"2014-03-19T15:02:12","modified_gmt":"2014-03-19T15:02:12","slug":"coutts-content","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/coutts-content\/","title":{"rendered":"What the Queen’s bank tells us about content"},"content":{"rendered":"

A quick browse of the Stratton Craig website will make it clear that we are passionate about content<\/a> – from strategising to writing and beyond. It serves a range of purposes \u2013 from growing brand awareness through to strengthening customer relationships \u2013 which is why it\u2019s used by even the most well-established companies. It is also what the Queen\u2019s own bank Coutts and Stratton Craig have in common, as the prestigious firm has adopted its own content strategy.
\nContent is more than a mass consumer tool<\/strong>
\nLoosely, \u2018content\u2019 refers to both on and offline communications designed to boost brand exposure, encourage engagement with customers and demonstrate knowledge of a subject. It may seem that Coutts\u2019 own venture into this area of marketing is unexpected, given the exclusive nature of their service and established stature. What we can learn, however, is that valuable content is appreciated by all \u2013 including English Lords and Premier League footballers.
\nAdded-value is welcomed by all<\/strong>
\nWe all love receiving value when we invest time or money in something – it helps us to enjoy the product or service that much more. -Intelligent content provides value in abundance, and has emerged as a result of customers demanding more valuable insights from the brands they use. For many, the product or service itself is no longer enough to influence their decision to buy, with a brand\u2019s corporate social responsibility and customer service initiatives playing a greater role. Coutts realise this, and their strategy looks past financial services.\u00a0 For the bank and many others the focus is on building relationships by aligning the brand with the lifestyle of their customers. We can see this through existing marketing collateral from the bank, including the Coutts Index which charts the price return of 15 passion assets from vintage cars to wine and jewellery.
\nThe content \u2018so what?\u2019<\/strong>
\nOne of the biggest challenges when developing a content strategy is creating communications that are centered on the benefit to your customers, and are not simply a promotional wagon. The consumer asking \u2018so what?\u2019 must be avoided at all times, as it shows that a message has been constructed only from the brand\u2019s perspective. For Coutts this is relatively straightforward, as its audience will often be motivated by ROI topics, for example. For everyone else implementing a content strategy, this can be achieved with an inherent understanding of your customer\u2019s desires and habits, with the influence of a regal copywriter.
\nContact the written specialists at Stratton Craig<\/a> for more content insights, and to chat about how a strategy can boost your brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

A quick browse of the Stratton Craig website will make it clear that we are passionate about content – from strategising to writing and beyond. It serves a range of purposes \u2013 from growing brand awareness through to strengthening customer relationships \u2013 which is why it\u2019s used by even the most well-established companies. It is […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314,448],"tags":[],"class_list":["post-70336","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us","category-digital-copywriting-us"],"acf":[],"yoast_head":"\nWhat the Queen's bank tells us about content - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/coutts-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What the Queen's bank tells us about content - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"A quick browse of the Stratton Craig website will make it clear that we are passionate about content – from strategising to writing and beyond. 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