The strategy: Traditional financial institution (FI) websites often focus on product promotions rather than trust-building content. But as The Financial Brand recently covered, Bank of Oklahoma Financial (BOK) saw this gap as an opportunity to share educational content directly with the public.

The details: The bank’s financial content platform, “The Statement,” features articles and videos under four channels: Your Money, Your Business, Perspectives, and Community. Since 2019, about 150 pieces of content are produced annually by a team of writers. 

According to its CMO Sue Hermann, the bank aims to “create a need, not sell a product.” Hermann provided the example of “helping people understand the importance of long-term planning for their financial needs” rather than just talking about the bank’s checking account options.