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Banking on Digital Growth Podcast

Why Conversational Content Wins (With Madeline Anderson-Balmer)

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Brief Summary of Episode #104

When it comes to financial content, there is a myth that everything needs to be formal and traditional. 

So many financial brands are limiting their reach by not producing conversational content. 

Just ask today’s guest Madeline Anderson-Balmer, Marketing Manager at MIT Federal Credit Union, where she exploded the brand’s audience by connecting in a conversational way.

One way she and her team managed to successfully make the switch was by having writers actually write about the topics they care about, often based on their own lives.

The result?

Their home-grown content consistently outperforms curated content because it connects with the audience. 

And that connection translates into a tangible ROI, which is important because…

If you want to make the shift to more conversational content in an industry that has traditionally been dominated by stuffy, formal content, then you need buy-in from leaders.

ROI is how you get buy-in. 

The best part is that you can demonstrate this ROI with a small pilot program and expand, which the more risk-averse higher-ups will be relieved to hear.

Try it for yourself, and the results will speak for themselves.


Key Insights and Takeaways

  • Why a conversational approach is so effective
  • How to get buy-in for a new content approach
  • Why home-grown content beats curated content

How to Connect With Madeline Anderson-Balmer

LinkedIn | Website | X.com