Why content is now customer experience

For Regina’s team, content is no longer a one-way communication tool. It’s part of the customer experience itself.

The FNBO content engine produces up to 15 pieces of content per day, all guided by a clear goal: meet customers where they are, with the information they need, in the formats they prefer.

That includes:

• Educational blog posts on saving, budgeting, and loans
• Entertaining YouTube videos that simplify financial topics
• Webinars and podcasts that build trust through deeper insights
• Hyper-personalized email follow-ups based on website activity

“Everything that we're trying to do is build that relationship, build that trust, increase customer engagement.”

By aligning content with real-time customer behaviors and preferences, FNBO is shaping a modern customer journey that informs, reassures, and converts—while contributing to increasing CSAT.

Content built on customer insight

Behind every content decision is data. Regina emphasized that their strategy relies heavily on analyzing customer feedback, surveys, and social media engagement to identify trending topics and pressing needs.

“Customer feedback is definitely a critical component of our strategy. We are analyzing data constantly.”

When FNBO sees an uptick in questions about mortgage rates or retirement planning, the content team pivots to address those needs. This real-time responsiveness shows customers that the bank is listening, which in turn drives satisfaction and loyalty.

And yes—it works. “One of our favorite things we see on social is when customers say, ‘Wow, you really get me,’ or ‘That's my bank,’” Regina said.

Humanizing finance with employee stories

One of FNBO’s most effective moves has been making its content more human by spotlighting real employees.

“We really feature our employees a lot. We know that people build relationships with people.”

Whether it’s a teller offering saving tips on YouTube or a branch manager answering FAQs in a webinar, FNBO turns its internal experts into relatable, trusted voices. This not only builds credibility—it also fosters emotional connection, especially in a traditionally impersonal industry like banking.

Personalization at scale

How do you personalize content when you're creating 15+ pieces a day? For FNBO, it’s about understanding the customer’s journey and making every interaction feel relevant.

If someone reads a blog post on retirement, they may later receive a follow-up email with related tools or video content. If a customer comments on social media, they’ll get a response—sometimes within the hour.

“We really want to make it easier for our customers or prospects to make decisions. That’s where content plays a role.”

This level of personalization supports increasing CSAT, especially as expectations rise across digital experiences.

The Be Kind campaign: content meets community

One of FNBO’s standout initiatives was the Be Kind campaign—an effort to blend offline and online engagement around a shared message of positivity. At the center was a colorful mural in Omaha’s Blackstone neighborhood.

“We constantly see people posting pictures of themselves with the mural on a daily basis… It's become something ingrained in the community.”

By creating a real-world experience that fueled user-generated content online, FNBO tapped into emotional branding in a way that resonated with younger audiences—and turned a local art installation into a beloved digital touchpoint.

Reaching younger audiences where they are

Millennials and Gen Z crave authenticity, digital convenience, and fast responses. FNBO took note.

“They’re more likely to interact with you digitally, but their expectations are higher too.”

FNBO’s approach includes:

• Dedicated social media monitoring, even on nights and weekends
• Platform-specific content for TikTok, Instagram, YouTube Shorts, etc.
• Light-hearted, entertaining formats that still deliver financial education

By adapting the tone and format for each platform, FNBO creates content that feels native and engaging—without compromising the brand’s core values.

Authenticity is everything

When asked how FNBO balances pushing the creative envelope while staying true to the brand, Regina explained their thoughtful approach:

“We look at how we can stay true to our brand values, but on social media, we're able to push the envelope a little more.”

Trendy content that doesn’t fit the brand? It’s a no-go. Instead, FNBO evaluates each idea against its mission and audience expectations to maintain authenticity.

“We don’t want people to say, ‘Wait, what are they doing?’”

Aligning content with CSAT goals

FNBO doesn't just create content to entertain—it plays a direct role in driving business outcomes like Net Promoter Score (NPS) and increasing CSAT.

From answering customer questions quickly on social, to producing highly relevant educational content, every effort ties back to satisfaction and loyalty.

“When our customers feel that we are genuinely invested in their financial well-being, they become more loyal.”

This connection between content and customer success is something many brands overlook—and one FNBO has turned into a competitive advantage.

Consistency builds trust

Finally, consistency is a cornerstone of FNBO’s content marketing strategy. That includes everything from brand voice and tone to visual elements and cross-channel messaging.

While the content may vary across platforms, the message stays consistent: FNBO is a trusted partner, here to help.

“We follow our brand guidelines closely, and on social, we push the boundaries just enough to stay relevant and engaging.”

FNBO’s story is proof that even the most established brands can evolve their content marketing strategy to meet the needs of modern customers—and increase satisfaction in the process.

By listening closely, creating content with purpose, and humanizing every interaction, Regina DeMars and her team are showing how thoughtful content can drive real results.

“We want our customers to feel heard, valued, and educated. That’s how we build trust—one piece of content at a time.”

Episode links: 

• Regina DeMars on LinkedIn
• FNBO website
• Cornelia Klimek on LinkedIn
• Does it resonate? How marketers can test experiences: This blog post discusses methods for marketers to evaluate and refine their content strategies to better engage audiences, similar to FNBO's emphasis on content personalization.
• How to create customer journey maps to increase conversions: This blog post outlines the process of mapping customer journeys to identify and address pain points, similar to FNBO's strategy of using customer insights to guide content creation.
• Content testing and measurement: How to evaluate and what to use: This article discusses the importance of testing content to ensure it resonates with the target audience, aligning with FNBO's practice of leveraging customer feedback to shape content strategies.