Insights Unlocked
How FNBO is leverages its content marketing strategy to build trust and increase CSAT
Mon, 07 Apr 2025
Episode web page: https://bit.ly/4l9JDil ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- In this episode of Insights Unlocked, we’re joined by Regina DeMars, Director of Content Marketing and Social Media Strategy at First National Bank of Omaha (FNBO). With over 167 years of history, FNBO is one of the largest privately held banks in the U.S.—but that doesn’t stop them from thinking innovatively about customer engagement in the digital age. Regina shares how her team is transforming traditional banking touchpoints into rich, multi-channel experiences that prioritize customer trust, education, and community. From using employee storytelling to humanize financial topics, to tailoring content for platform-specific audiences, FNBO’s approach is as strategic as it is personal. You’ll hear how Regina and her team: Leverage real-time customer insights to guide content creation Build trust by consistently showing up with relevant, value-driven messaging Use content personalization to meet customers where they are—both in life and in channel Connect with younger generations through social-first campaigns like the “Be Kind” mural initiative Balance brand consistency with creative freedom across platforms like TikTok, YouTube, and blogs Whether you’re in financial services or not, this episode is packed with practical ideas on how to scale content without losing your brand’s human touch. Guest: Regina DeMars, Director of Content Marketing & Social Media Strategy, FNBO Host: Cornelia Klimek, Group Product Manager, UserTesting Producer: Nathan Isaacs, Senior Manager, Content Production, UserTesting Resources & Links: Connect with Regina on LinkedIn Connect with Cornelia on LinkedIn Explore FNBO’s content and campaigns on Instagram and YouTube Learn more about Insights Unlocked: usertesting.com/podcast
What is FNBO's approach to digital transformation in banking?
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.
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