How Brand Content Helped Transform a Bank into a Media Master

How many banks can you think of that put so much faith in the power of

brand content that they began producing award-winning television and video shows on a daily basis? No matter how hard you try, it’s likely you’ll only come up with one: Jyske (pronounced You-ska) Bank.

Jyske Bank has created one of the most high-tech, in-house television production studios in Denmark. In fact, the company refers to itself as both a bank and a media company. Jyskebank.tv produces amazing financial programming, as well as compelling stories that the bank believes are relevant to its core audience of younger consumers and small enterprises.

Jyske’s brand content program is made up of two key values:

1. Remaining true to the organization’s guiding vision, which it calls “Our Foundations“

2. Telling good stories

In addition, every piece of content the company shares is embeddable or sharable on other sites. Because of this “sharing” philosophy, 80 percent of Jyske’s content is viewed, not on its website or owned channels, but rather on outside sources, according to the company.

Historically, this level of open content sharing has opened up some revolutionary opportunities for businesses. But it’s a risky move for any large corporation, let alone a bank.

Instead of paying for multiple, traditional sponsorships like most banks and corporate brands do, Jyske works with businesses that are interested in leveraging its media expertise. This means that instead of outlaying cash, organizations propose media partnership opportunities to Jyske — an attractive option due to the credibility and reach the bank’s content program has helped it to build.

Both the World Mobile Congress and the Cannes Lions Festival has approached Jyske to take part in this unique relationship, offering Jyske access to logo placements and exclusive interviews that they had previously reserved for media companies — strong evidence that with reach and a loyal audience comes great opportunity.

And this type of sharing doesn’t stop with the bank’s external customers. Every Friday morning, Jyske holds a live, full-access television program available to every employee. This type of internal training shepherds its core vision of being open and honest with all people.

Jyske doesn’t have to buy media attention — it owns its media, and spreads it in innovative ways that its competitors should be aspiring to compete with.

(Hat tip to Michael Buckley from King Content for the example.)

Looking for more inspiration from businesses that are approaching content marketing in unique ways? Read CMI’s Ultimate eBook: 100 Content Marketing Examples.