Regions Bank Says Content is Rebuilding Trust With Consumers

Marketer Reshapes Relationships Through Content, Financial Education

By Published on .

Regions Bank headquarters in Birmingham, Ala.
Regions Bank headquarters in Birmingham, Ala.

Regions Bank is relying on content marketing to combat the distrust for banks bred by the financial crisis.

"Do customers trust us?" Ginny Franks, VP-financial education and content management at Regions Bank, asked an audience of bankers at American Banker's 2015 Retail Banking conference in Austin, Texas.

Laughs answered her.

"From the 2008 recession … what trust we may have had with customers was tarnished," Ms. Franks said. "Many of them think that we don't have their best interest in mind and that we're self-serving."

The firm, headquartered in Birmingham, Ala., set out to win consumers' trust by empowering them through financial education and openness about the bank's options. It has offered financial advice through custom online content, opened a dialogue with customers on social media and provided financial education.

The company, which operates in 16 states across the South, Midwest and Texas, pushes out 270 pieces of content per year

Most Popular