Too far out?
If there is a case that divides us is BBVA’s latest approach to its website. The traditional Spanish bank that serves its customers through neighbourhood branches has changed radically its stance on the web.
Go to bbva.com and watch the website load numerous articles. Placed under seven top tabs, the stories are hardly content marketing and as news they are not particularly helpful to those who want to follow what the bank is up to.
We are confident that both traffic and visibility on social media have grown. However, we see a flawed execution and, most importantly, we see a downgrade of corporate content, which is pushed into the background and poorly covered.
Is the bank moving into the news business? It looks like it is, given its corporate website's homepage. We see this as an example of doubtful creativity swamping corporate content that already lacks quality and relevance.
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