Ep 20 – Creating Brand Stories for Content That Matters with Ben Pankonin

by | Nov 10, 2022

Bank Marketing Show
Bank Marketing Show
Ep 20 - Creating Brand Stories for Content That Matters with Ben Pankonin
Your customers don’t want to hear about your bank’s latest offers, they want to hear how it helped people in your community realize their dreams. This is the power of marketing; this is the power of storytelling. Banks need to create online content that resonates with their customers, on the social media channels where they hang out, meeting them where they are.

In this episode, Dan Novalis, Chris Bates, and Ben Pankonin chat about storytelling and why more community banks need to engage with their online audience this way. Ben explains where banks can best connect with their communities online and how to meet them where they are, especially the younger generations. Ben also talks about the power of individuals in a community bank showing up personally online, building their own social media presence, and how this can help grow your community bank.

Topics Include:

  • The role storytelling has in community relations
  • Why marketers tell stories
  • How a bank can tell its own stories to build their communities
  • Why content creation matters when you’re building communities
  • What makes a good marketing story
  • How design restraints can make you more creative
  • How to get marketing opportunities out of compliance activities
  • How banks can get the most out of social media platforms
  • What personality marketing community banks can do differently than commercial banks

Ben Pankonin is a seasoned entrepreneur, tech innovator, and community leader. A veteran in the banking and financial services space, Ben is especially knowledgeable about the obstacles community banks, credit unions, and financial brands face in authentically engaging their customers and communities in an increasingly digital environment. As a thought leader and speaker, Ben draws on decades of experience leading scaled growth and is particularly adept at navigating the complexities of heavily regulated industries. He challenges teams and leaders to take realistic and actionable next steps toward innovation and growth with the big picture in mind.

Ben serves as CEO of Social Assurance–a SaaS company he co-founded in 2011 that today serves over 1,500 financial brands nationwide. Ben studied computer science and business administration at Nebraska Wesleyan University. He remains actively involved in numerous community groups, including serving on several nonprofit boards and within entrepreneurship groups and programs, including the Pipeline Entrepreneurs and the Chamber of Commerce Founders group.

Business Best: Interacting with young people and students in the bank and tracking their stories

Favorite Book or Resource: Adam Grant – Rethinking & the latest

Most Impactful Advice Received: “If you don’t know what to do, book a meeting.”

Advice for Team: Humility and drive. You’ll be successful if you have the humility to know that you’re not always the smartest person in the room and that you need to seek help from others around you, and whether you have the drive to take on things that you didn’t think were possible.

Resources Mentioned: