Marketing locally means putting in all the hours to build relationships, then sharing those efforts through meaningful content.
I spent some time this week looking at the websites of several American regional banks. I found myself thinking about what really differentiates them form the national brands.
One of their biggest advantages is a strong local presence. Many have a high concentration of branches in specific areas, giving them the feel of a large footprint for their target customers. When combined with the right messaging — something like “big enough to meet your needs, small enough to care” — that physical presence can really resonate with customers and prospects.
But beyond location, how else can a regional bank stand out?
One big opportunity is showcasing a bank’s community involvement. Regional banks often support their communities in meaningful ways, but what’s the point if no one knows about it? Great content can help here. By telling a story through the people you support, and the impact you make, you can differentiate yourself to a local audience in a way that national banks simply can’t.
In a time when trust in financial institutions is low — and the internet is flooded with generic, AI-generated content — original stories written by real humans carry enormous weight.
As a kind of case study, I dug a little deeper into the community efforts of M&T Bank, which has branches throughout the northeastern states. They’re doing some incredible work, including:
- M&T Charitable Foundation
This foundation awarded over $47.6 million in 2022 to more than 3,450 nonprofits focused on civic, cultural, health and human services. M&T employees also contributed over 161,500 volunteer hours. - Amplify Fund
Launched after the merger with People’s United Bank, this $25 million fund supports low- and moderate-income communities with grants going to organizations focused on affordable housing, workforce development and financial empowerment. - WNY Community Impact Week
M&T hosts annual Community Impact Weeks in Western New York, mobilizing employees to volunteer with local non-profits. Initiatives have included food packing, school support events and volunteering with Habitat for Humanity and FeedMore WNY. - Partnership with FeedMore WNY
Through the Adopt-A-Route program, M&T employees deliver meals to homebound individuals and volunteer at food distribution centers. More than 100 employees have participated since 2014.
Clearly, engagement with local communities was a source of pride. I couldn’t, however, find much mention of these efforts on their main website — or a dedicated content channel.
That could be intentional. But to me, it feels like a missed opportunity. Sharing this work publicly wouldn’t just build brand equity, it would also deepen loyalty among current customers and attract new ones who value a bank that gives back.
We’ve created this kind of community-focused content for several of our banking clients, and it consistently performs well. It’s feel-good storytelling that also delivers tangible benefits — especially for the small businesses and nonprofits involved, who gain both exposure and credibility from being featured.
The takeaway is that a local focus is powerful. But if you’re doing the work, you have to be equally good at sharing what’s happening. If your business is thinking about expanding your local footprint (or just telling more people about the community-based work you are doing) and want to see how a smart content strategy can help, drop me a line. I’d love to help you tell your story.
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.