The trust transaction: How content can transform the way banks connect with people

This report argues that banking brands should use content marketing to help build trust in the UK, but it will only work if they deliver useful, high quality and easy to understand content.
  • Britain's recession in 2008/9 was widely perceived to be caused by banks, with the whole industry cast as villains and economic growth not improving this poor opinion.
  • There is low trust in the industry overall, but a few challenger brands attract higher levels of trust by taking a more transparent approach.
  • Useful content is one important way that banking brands can start to rebuild trust with consumers, but it requires high quality content produced by specially recruited editorial teams....

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