Since when has the GLS Bank blog existed and what are its communication goals?
Posted: Sun Feb 02, 2025 6:52 am
Rouven Kasten: It all started with a bank employee who was also an enthusiastic blogger and wrote with passion: Hannes Korten. Ten years ago, it was only a logical step for him to exploit the potential of a blog for corporate communications. Since it was launched in November 2008, almost 900 articles have been published from a wide range of areas within the bank, as well as from customers and employees themselves.
The aim was always to present the work and special expertise of the bank. The name of GLS Bank is hardly different from that of other conventional banks. Our blog is intended to break this down and be a medium for content that perhaps has no place on a traditional website.
Question: How is the blog connected to social networks? What role do multimedia forms, such as videos, play?
Rouven Kasten: All articles are usually shared on Facebook, Twitter, Google+, XING, LinkedIn and ello. We are currently noticing that a lot is happening on business networks. Readership numbers are growing faster there than on Facebook, for example. We seem to have hit a real nerve here. Two years ago we introduced the Pageflow tool. Pageflow allows you to tell a thematic story across social networks. The whole thing can be supported very well with images, videos and audio, and it is easy to use. We then use elements from these in the blog to make the articles available to readers there as well. The exciting content from the printed magazine has hardly been reused so far, but that is set to change in the future.
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Question: How many employees are involved?
Rouven Kasten: Only a year ago we merged the press and marketing linkedin data departments and are now following the news desk principle. A content team provides us with the content, which we then process in the blog and on social networks. Three people are currently working on the blog itself, plus a working student and guest authors. We have had a solid collaboration with bloggers for many years. But anyone in the company can also write, from the cleaner to the board.
Question: How difficult or easy is it for you to get understanding and support for content marketing within your company?
Rouven Kasten: We have been doing this for a long time. We have enormous support from the board, which is committed to the opportunities offered by digitalization. The acceptance of our work and the knowledge of the shift of financial services to the digital world contribute to this. Work on the website, blog or social media has long been established and communication is strongly geared towards this, and customer dialogue is also constantly shifting from the telephone to it. Of course, things like data protection and banking secrecy must be maintained, which is why we cannot use all services.
Question: Should every bank have a blog?
Rouven Kasten: Maybe every company, not just every bank, should have a blog. However, you should really be serious about it and not just see the blog as a search engine optimization measure or a lead generation machine. I think many companies are going down the wrong path right now. Blogging has to be something you really want to do. If you see the blog as a stupid sales funnel, the reader will notice this quickly and I don't think you will really be accepted. The GLS blog is by people, for people, not for personas or target groups.
The aim was always to present the work and special expertise of the bank. The name of GLS Bank is hardly different from that of other conventional banks. Our blog is intended to break this down and be a medium for content that perhaps has no place on a traditional website.
Question: How is the blog connected to social networks? What role do multimedia forms, such as videos, play?
Rouven Kasten: All articles are usually shared on Facebook, Twitter, Google+, XING, LinkedIn and ello. We are currently noticing that a lot is happening on business networks. Readership numbers are growing faster there than on Facebook, for example. We seem to have hit a real nerve here. Two years ago we introduced the Pageflow tool. Pageflow allows you to tell a thematic story across social networks. The whole thing can be supported very well with images, videos and audio, and it is easy to use. We then use elements from these in the blog to make the articles available to readers there as well. The exciting content from the printed magazine has hardly been reused so far, but that is set to change in the future.
Would you like to learn more about the FREE PRINCIPLE or do you have any questions?
Click here to go to the website with additional information about the book and the method.
Click here to go to the Facebook group for discussion and direct contact with the author.
Question: How many employees are involved?
Rouven Kasten: Only a year ago we merged the press and marketing linkedin data departments and are now following the news desk principle. A content team provides us with the content, which we then process in the blog and on social networks. Three people are currently working on the blog itself, plus a working student and guest authors. We have had a solid collaboration with bloggers for many years. But anyone in the company can also write, from the cleaner to the board.
Question: How difficult or easy is it for you to get understanding and support for content marketing within your company?
Rouven Kasten: We have been doing this for a long time. We have enormous support from the board, which is committed to the opportunities offered by digitalization. The acceptance of our work and the knowledge of the shift of financial services to the digital world contribute to this. Work on the website, blog or social media has long been established and communication is strongly geared towards this, and customer dialogue is also constantly shifting from the telephone to it. Of course, things like data protection and banking secrecy must be maintained, which is why we cannot use all services.
Question: Should every bank have a blog?
Rouven Kasten: Maybe every company, not just every bank, should have a blog. However, you should really be serious about it and not just see the blog as a search engine optimization measure or a lead generation machine. I think many companies are going down the wrong path right now. Blogging has to be something you really want to do. If you see the blog as a stupid sales funnel, the reader will notice this quickly and I don't think you will really be accepted. The GLS blog is by people, for people, not for personas or target groups.