Content marketing: Australian and Singaporean bank brands

This study contributes to the scarce literature on content marketing by examining the effectiveness of content marketing strategy by leading bank brands in Singapore and Australia. An analysis of the Facebook content marketing activity of ten selected banks took place over a three-month period, which resulted in 510 observations. Four metrics, notably likes, emoji, comments and shares, were used to measure customer engagement and the research methods consisted of descriptive and regression analyses. The data shows that Singaporean banks were more committed to Facebook marketing than Australian banks. The results also reveal an apparent contradiction between the type of content most frequently used by the banks, and the type of content that succeeded in generating customer engagement. For Singaporean banks, a greater focus on emotion and storytelling is required, and for Australian banks, a more informative approach to content marketing is likely to generate higher levels of engagement