How FNBO is leverages its content marketing strategy to build trust and increase CSAT
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Welcome back to the Insights Unlocked podcast. In this episode, we're chatting with Regina DeMars, Director of Content Marketing and Social Media Strategy at First National Bank of Omaha. Regina shares how a 167-year-old bank is embracing digital transformation from creating personalized educational content to connecting with younger audiences on TikTok. It's all about building trust, staying human, and showing up where your customers are. Enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production at UserTesting. And joining us today as host is Cornelia Klimek, group product manager here at UserTesting. Welcome, Cornelia. Hi, how's it going, everyone? So happy to be here today. And our guest today is Regina DeMars. Regina is the Director of Content Marketing and Social Media Strategy at First National Bank of Omaha. FMBO is one of the largest privately held banks in the US and has been in business for more than 165 years. Welcome to the show, Regina. Hi, thanks for having me on the show. So Regina, FNBO has a longstanding reputation in the banking industry. I would love to know a little bit about its history and how your experience in content marketing and social strategy has evolved to meet these like the changing experiences and expectations, I think, of today's banking customers. Yeah. Sounds good.
Yeah, FMBO has been around for a little while. We actually celebrated our 167th birthday this past December. And so we've really been, you know, deeply ingrained in our communities. for a long time. And things have evolved very quickly, especially over the last, you know, 10 years. We've really had to look at how we approach digital overall. Our content marketing and social media have become really essential tools to connect with our customers. We are always looking for ways to surround our customers. So online and offline. So, you know, offline, more traditional methods like print, TV, billboards. But with the rise of digital, we've really adapted quickly to how we approach our content marketing and social media.
We need to make sure that we're creating that content across all of our channels based on what our audiences want. So our content is more you know, engaging, educational, and more of that entertainment and edutainment perspective. Yeah, so we typically kind of take a topic that we know people are searching for, you know, using SEO, and then we build content around that in the formats that our audiences are seeking across all the different channels. That's incredibly fascinating. And I love that you're kind of using this word of like community, right? Like that you are ingrained in these communities and that you're really trying to meet people where they're at, which I think is just such a incredible kind of just general thing.
the vantage point to like just take when you're working, especially in something kind of maybe as traditional as banking, I think is the nice way of putting it. What we are seeing is like this shift towards kind of having a little bit more of that hospitality driven approach, like taking a little bit more of that attitude towards working with customers and like making those relationships feel so much deeper and when you're kind of having these advisory roles in these communities that you serve and that you function in. So can you go a little bit deeper on how FNBO is kind of embracing or like leading the charge on this trend? And how does content and social media kind of help bolster that local connection?
Yeah. I mean, banking has always been about building those meaningful long-term relationships with your customers. But traditionally, it was more, again, that offline. And so we're looking at ways that we can continue to build those relationships online. And we really take... pride in knowing our customers across all of our markets and being able to tailor our content based on their needs.
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