How FNBO is leverages its content marketing strategy to build trust and increase CSAT

Apr 7, 2025

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Episode web page: https://bit.ly/4l9JDil

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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