Signals from the Field

In recent months, Google has rolled out an AI-powered overview feature directly in search results. This addition to the SERPs (Search Engine Results Pages) is designed to provide quick, concise answers to user queries. 

But how does it impact credit unions specifically—and what can you do to ensure your site appears in these new results? Below is a summary of what our Inbound Marketing Strategist, Nick D’Amato, has discovered through several months of reviewing Google's AI Overviews for credit unions.

ChatGPT and other AI tools have taken the world by storm. When ChatGPT was first released, people in countless professions worried that it might threaten their jobs. Now after several months of application, the realization is that AI is a powerful tool with enormous potential to disrupt how business is done. And those who use it regularly find it becomes more helpful the more they use it.

Generative AI has emerged as a game-changing technology, revolutionizing the digital world in unprecedented ways. From industry advancements to the potential for credit unions to leverage this technology, the impact of generative AI cannot be overstated.

ChatGPT is the fastest-growing and most quickly adopted technology. Ever. By far. After its release in November 2022, ChatGPT exploded in popularity and in February 2023 it reached over 1 BILLION page visits. At first, professional copywriters voiced concern that artificial intelligence (AI) was going to take over their jobs. But fear has become excitement after learning that unique (human-generated) content is still prioritized by search engines. AI can help tremendously with idea generation, content planning, editing, and research to save time and fuel the brainpower that goes into content marketing.

ChatGPT and artificial intelligence (AI) have taken the world by storm in 2023 and it is being applied across countless platforms. While on the surface it can create content, that is actually not where the power will be found. In fact, if used purely to create content AI could have long-term detrimental SEO effects. AI is changing the way people search for answers to their questions so it could disrupt search engine marketing and a lot of the things we do.

Content marketing plays a critical role in credit union marketing. It engages the target audience, builds trust, and contributes towards the credit union brand as an authority in the financial services industry.

Producing content about your products and services is the most effective way to leverage organic search through an inbound marketing strategy (also known as content marketing). People such as engineers and plant managers searching for manufacturing equipment, typically experience a buyer’s journey that includes three phases: awareness, consideration, and decision. To leverage the power of inbound marketing for manufacturing equipment, content should be created or optimized for each of these stages in order to attract, engage and delight customers. 

If you work in B2B manufacturing marketing, you put a lot of thought into how to reach prospective customers including what marketing channels are best and the messages to resonate with your target audience. Your sales team is actively engaging customers and leads at tradeshows and through regular contacts but that only engages the leads you know about.