Citizens Bank CEO Bruce Van Saun presented an open and honest view of the challenges — and opportunities — facing the banking sector today. Here’s how content marketing, when executed strategically, can help banks like Citizens deepen customer trust by leading with subject matter authority.
Earlier this week, a colleague suggested that I listen to the latest Fortune Leadership Next podcast, as it featured the CEO of Citizens Bank, Bruce Van Saun. (We’re heavily vested in this sector, as we have a number of financial services clients, including large regional banks, although we are not currently working with Citizens.) I really loved the podcast, as it offered honest and unvarnished insights into a number of challenges facing his organization and the banking sector in general. I also couldn’t help but be struck by how many areas he outlined where content marketing can be a foundational solution. Maybe I’m biased but I’ve always believed that all organizations can use content marketing as a core strategy to help deepen customer relationships by providing genuine value along the customer journey. In particular, Van Saun shared some of his perspectives on the evolving landscape faced by regional banks, emphasizing the importance of responding to digital disruption and economic uncertainty with strong leadership, product innovation, and adaptability.
Some of the key themes from the podcast
Adaptive leadership in times of change
Van Saun discussed the necessity for leaders to remain composed during financial crises, drawing from his experiences navigating events like the aftermath of 9/11. He highlighted the importance of balancing regulatory oversight with innovation to steer organizations through turbulent times.
Embracing technological advances
The integration of AI and fintech partnerships was another focal point of the podcast, with Van Saun noting how Citizens is leveraging these technologies to enhance customer experiences and operational efficiency. But challenges remain, as customers currently don’t fully trust AI.
Expanding services to meet diverse customer needs
Citizens is focusing on affluent and rate-sensitive customers, expanding into private banking, and positioning itself as more than just a bank — more of a trusted advisor for customers who are having to navigate significant financial decisions.
Community investment and corporate responsibility
He emphasized the bank’s commitment to community investment, reflecting a broader trend of businesses acknowledging the role they can play in economic development with ripple effects for society as a whole.
So, how can content marketing help with these issues?
Building trust and transparency
By creating informative content that explains new technologies, financial strategies and products, banks can demystify complex topics, fostering customer trust.
Showcasing leadership and vision
Thought leadership articles and executive interviews can also be used to communicate the bank’s particular viewpoint on important topics. This can reinforce its position as an industry leader and promote its internal subject matter experts as authorities in areas relevant to its customers’ financial success.
Engaging diverse customer segments
Content tailored to address the specific needs of different customer groups, such as affluent clients or small businesses, can enhance engagement and loyalty. Content can be versioned easily to address the needs of specific segments.
Highlighting community initiatives
Sharing stories featuring real people, about local or regional investments and corporate social responsibility efforts can strengthen the bank’s brand image and demonstrate its commitment to community well-being. It emphasizes the organization’s relevance to the towns, cities and regions in which it operates.
In Summary
The insights in this podcast underscore the various challenges and opportunities facing many banks today. By leveraging content marketing, institutions like Citizens can effectively communicate their values, innovations and commitments, positioning themselves as trusted advisors in an ever-evolving financial landscape. Do you have more content that you think you should have? Do you think you need help auditing and optimizing it against a broader content strategy? If the answer is yes, then reach out. We can help you.
Author Bio
Robin Riddle is the lead content marketing strategist at DDM Content Solutions. He works across B2B as well as B2C and specializes in financial services, insurance, and health care. Prior to his time here, he led content marketing businesses at both The Economist and The Wall Street Journal. A passionate advocate for the value of content marketing, Riddle is also heavily involved in industry issues and speaks at many events on the topics of content marketing and native advertising.