How a Midwest Bank Boosted Blog Engagement by 103% with a Smarter Content Strategy

Blogging for banks goes beyond just stuffing a website with text—it’s about delivering real value to customers while making sure your content is actually seen.

That’s exactly what we helped a Midwest-based financial institution achieve. They aimed to grow their blog, establish themselves as industry leaders, and boost engagement from both consumers and small businesses—all while driving traffic to essential financial products like mortgages, deposit accounts, and treasury management services.

So, what were the results?

• 25% more blog views
• 103% more engaged sessions (aka, people actually reading and interacting with the content)
• 63.6% increase in time spent on the blog
• 20.5% drop in bounce rate (meaning fewer people clicked away immediately)

Here’s how we pulled it off.

The Challenge: More Than Just Words on a Page

This financial institution had a blog — but they knew it could work harder. Their goals included:

1. Establishing Thought Leadership – They wanted to be the go-to resource for financial education, from personal finance tips to small business strategies.
2. Increasing Blog Visibility & Traffic – More traffic meant more eyes on their financial products and services.
3. Improving Engagement & Conversions – They wanted readers to stick around, find value, and take action—whether that meant opening an account, applying for a mortgage, or learning about fraud prevention.

But here’s the thing: You can’t just publish content and expect magic to happen. It takes strategy.

The Strategy: Writing Smarter, Not Just More

So, how did we turn their blog into a high-performing content hub?

1. SEO-Optimized Content & Keyword Research

We dug deep into search data to understand what their target audience was actually looking for.

• For consumers: Topics like “types of mortgages for first-time homebuyers” and “what to do if you suspect fraud” were highly searched.
• For business owners: “Cash management for small businesses” and “SBA loans” were key.

By optimizing blog content around high-intent keywords, we made sure their posts ranked higher in Google searches — bringing in qualified traffic ready to engage.

2. Blog Content That’s Actually Helpful (Not Just Fluff)

Let’s face it — no one wants to read a boring, generic blog post. So, we reworked the content structure to make it more useful, engaging, and easy to read.

We leaned into:

• Checklists & Guides (like “Mortgage Application Checklist” and “Preventing Fraud at Work”)
• How-To Articles (such as “How to Review Your Deposit Mix”)
• Real-World Scenarios & Insights (business fraud prevention tips based on actual cases)

These digestible, valuable formats kept readers hooked, leading to a remarkable 63.6% increase in average session duration!

3. Data-Driven Content Adjustments

We didn’t just publish and pray. We tracked performance through Google Looker Studio and adjusted in real time.

• High-performing blogs? We expanded on those topics.
• Low-engagement posts? We tweaked them for better clarity, structure, and keyword optimization.
• Short session durations? We added more visuals, bullet points, and FAQs to make content easier to skim.

This constant iteration played a huge role in doubling engaged sessions year-over-year.

4. Smarter Internal Linking & Calls-to-Action (CTAs)

A great blog post isn’t just informative — it should guide the reader to the next step.

We added strategic internal links to relevant banking services, plus stronger CTAs to:

• Explore related financial resources
• Schedule a consultation
• Open an account or apply for a mortgage

This helpful — not salesy — approach made it easier for readers to take action naturally.

“Creating a successful bank blog goes beyond just putting words on a page – it's all about writing with intention. The most effective blogs tackle genuine customer inquiries, are tailored at search engines (we’re looking at you, Google SGE!), and encourage readers to take action. If you find that your content isn’t sparking engagement, consider adding clear calls-to-action (CTAs) in your posts – such as links to relevant services or suggestions for what your readers can do next.”

Ana Dobrilovic, Blog Content Strategist at forbinfi

5. Optimizing for Search – So Readers Actually Find the Content

Because if you’re not optimizing your content for search, it’s like throwing a party but forgetting to send out the invitations! For this client, forbinfi is on the job with ongoing SEO services to make sure their content connects with the right audience through organic search—think of it as helping those partygoers not just find the right bash, but also get into the right venue with VIP access.

Our SEO strategy includes:

• Advanced keyword research to match blog topics with high-intent search queries.
• On-page optimization, which covers structured headings, metadata, and internal linking to enhance rankings.
• Continuous performance tracking via Google Looker Studio reports, so we can fine-tune topics and content strategy based on real engagement data.
• Regular SEO audits to ensure the bank’s blog remains search-friendly and competitive in Google rankings.

By making the content more searchable, engaging, and structured, we lay the groundwork for their existing distribution efforts to shine even brighter.

The Shift Toward Thought Leadership in 2025

As we continue working with this financial institution, they’re focusing even more on thought leadership content in 2025. But why does that matter for banks?

Why Thought Leadership is Crucial for Banks

In the fast-paced world of finance today, both consumers and small businesses are looking for more than just products — they're seeking trustworthy expert advice. By sharing thoughtful and well-researched content, banks can:

• Establish credibility and become a go-to source for financial advice.
• Boost customer engagement by providing valuable educational content.
• Stand out from the competition by sharing your unique insights.

Our Strategy Aligns with That Vision

• We’re all about creating SEO-focused, research-driven content that tackles financial questions that really matter to this bank’s audiences.
• Providing deep-dive guides and how-to articles packed with actionable insights just for their customers.
• Reviewing the analytics and making refinements to keep boosting that engagement.

What’s Next?

As we move through 2025, here’s what we’re focusing on:

• Expanding our long-form, authoritative content to build even more trust with the bank’s audience.
• Introducing more interactive formats, like FAQs and downloadable resources, to enhance the experience.
• And we’ll keep fine-tuning our blog strategy based on performance analysis.

This ongoing evolution will help the bank further strengthen its reputation as a thought leader in both personal and business banking.

The Results: A Blog That Works Harder

And most importantly — more potential customers interacting with the bank’s financial products.

Key Takeaways: Why This Blogging Strategy Worked

• SEO-first approach ensured blogs actually got found on Google.
• Engaging, valuable content kept readers on the page longer.
• Ongoing optimizations improved performance over time.
• Smart CTAs and internal linking nudged readers toward action.
• Consistent blog promotion expanded the content’s reach.

Want to Make Your Bank’s blog is a Traffic & Engagement Machine?

This isn’t luck. It’s strategy.

At forbinfi, we help financial institutions like yours turn their blogs into high-performing marketing assets — bringing in more traffic, keeping visitors engaged, and driving conversions.

Ready to boost your bank’s blog performance? Let’s chat.
Get In Touch