Search engine optimization. Social media. Email marketing. Reddit threads. AI. With so many marketing channels competing for attention, it’s fair to ask: Does blogging still matter?

For community banks and credit unions, the answer is: absolutely, definitely, positively, for sure, yes.

Today’s most successful blogs are written with purpose—to answer real questions in a space where they can be easily found and accessed.

Bonus: Blogs can be reused across an institution’s marketing strategy, such as in an email or social media post.

As forbinfi’s Blog & Specialty Content Strategist, Ana Dobrilovic helps financial institutions create content that is helpful, strategic, and built around the questions customers are actually typing into their web browser.

Keep reading to learn a bit about Ana (and how she writes content that converts).

Why Does Blogging Matter for Banks and Credit Unions?

Blogging is one of the most versatile marketing tools in a financial institution’s arsenal. A well-planned blog can help your bank or credit union:

  • Improve search engine visibility
  • Answer common customer questions
  • Support financial education efforts
  • Build trust with existing and prospective customers
  • Create content that is shareable in social media and email campaigns
  • Drive traffic to products and services

Essentially, blogging allows financial institutions to provide value before asking for business.

When someone searches “What credit score do I need to buy a house?” or “What happens if I miss a loan payment?”, they aren’t looking for a sales pitch. They’re looking for answers.

Content that answers real customer questions positions your institution as a helpful resource—oftentimes long before someone fills out an application or drops into a branch.

Bonus: Unlike a social media post that may only be seen for a few days, a strong blog can continue working for months (or even years).

Meet Ana Dobrilovic, the Strategy Behind the Blog Program

Ana’s role at forbinfi has evolved a lot over the years. She started as a web copywriter, writing and managing content for client websites. From there, she transitioned into blogging, and she now leads the blog program and focuses on strategy, planning, and overall content direction.

Despite the change in roles, she continues to be hands-on with writing and even dabbles in custom content projects such as brochures, trade show booths, statement stuffers, and other one-offs.

A Few Quick Facts About Ana

  • Role: Blog & Specialty Content Strategist
  • Focus areas: Blog strategy, planning, content direction, and custom content projects
  • Loves to nerd out about: How content gets found — what makes Google (and now AI) pick one blog over another
  • Bilingual: Fluent in Serbian and English
  • Fun fact: She owns a replica of Strider’s sword from Lord of the Rings
Headshot of Ana Dobrilovic

A Few Quick Questions for Ana

What are a few fun facts about you?

  • I used to work at Geek Squad (so I’ve seen some things).
  • I’m a very amateur tennis player. (Heavy emphasis on “amateur.”)
  • I am starting archery this year! Katniss Everdeen, here I come!

If you could nerd out about one aspect of your job, what would it be?

Firstly, I love to nerd out in general. Secondly…100% how content gets found. Like what actually makes Google (and now AI) pick one blog over another. I love figuring out how to structure something so it’s easy to find, looks visually appealing, and is actually useful once someone clicks.

What Does a Blog Strategist Do?

When asked to explain her job like she’s talking to a fifth grader, Ana kept it simple:

“I help businesses write helpful stories and articles for their websites so people can find them on Google and learn something useful. I also make sure the writing is clear, easy to read, and actually answers the questions people have.”

Ana’s explanation captures something many organizations overlook: Effective blogging isn’t just writing. It’s strategy.

A blog strategist helps to answer these questions:

  • What topics are customers searching for?
  • Which questions are repeatedly being asked at branches?
  • What content simultaneously supports customer education and business goals?
  • How should content be structured for readers (and search engines)?
  • How can we improve older content?
  • How can a blog support other marketing channels?

The best content doesn’t happen by accident. It starts with understanding the audience and determining what information will help them.

Your Customers Are Asking Questions. Your Blog Should Answer Them.

One of Ana’s biggest pieces of advice for financial institutions is: Answer real questions simply.

The blogs that consistently perform best are the ones that provide direct answers to real questions. Here are some of the hot topics customers are searching for:

  • What happens if I miss a payment?
  • What costs should I expect beyond my mortgage payment?
  • What should I know before applying for a loan?
  • What’s the difference between a savings account and emergency fund?
  • How can I use my home’s equity?

Instead of guessing what topics customers want to read about, start by asking yourself: What questions are people already bringing to our team?

The answers often become your best-performing content.

What Makes a Bank Blog Actually Helpful?

According to Ana, one of the most commonly missed opportunities in blogging is that many articles remain too surface-level.

“They kind of answer the question and give general advice, but not in a way that’s super practical or specific. Adding real examples, scenarios, or even ‘here’s what this really looks like’ goes a long way, and most blogs skip that and stay vague.”

In our experience, the most effective financial content follows these guidelines:

It Uses Plain Language

Customers should be able to understand your content without needing to do separate research. Avoid financial jargon and provide definitions as needed.

It Provides Real Examples

Examples, scenarios, and practical applications help people connect information to their own situation.

It Anticipates Follow-Up Questions

The best blogs answer the main question but also provide answers for the next questions readers are likely to ask.

It Provides a Clear Next Step

Readers should leave feeling informed and confident in their next steps. They should also know exactly how to contact the business for help.

It Feels Human

Content should sound like it was written by someone who understands and connects with the audience.

How Blogging Fits into a Marketing Strategy

One of the reasons that so many financial institutions love blogging is that it ties into other strategies. Not only do blogs help financial institutions rank in search engines, but they also provide shareable content that can be used across the entire marketing strategy.

One blog can become:

  • Multiple social media posts
  • Email newsletter content
  • Educational resources for customers
  • Internal website links
  • Paid advertising landing pages
  • Search engine optimization opportunities

That’s one reason blogging continues to deliver value beyond the initial posting. A blog isn’t just a one-time marketing effort; it’s a piece of content that can be repurposed across channels. (And you’d be surprised how often older blogs resurface months or years later—or continue ranking as a top-performing blog long after publication.)

Does Human Strategy Still Matter in the Age of AI?

AI has changed the landscape for content creation. When asked how AI has changed the way she approaches her role, this is what Ana had to say:

“It’s definitely made parts of my workflow faster, mainly ideation and double-checking things, but the actual writing and strategy still come from me. It’s more of a support tool that I can use to gut check ideas or make sure I don’t miss anything.

If anything, it’s pushed me to make content more specific, more human, more intentional than what AI puts out. AI can help speed things up, but it can’t replace actual strategy and context! It should remain a tool, never a crutch.”

Anyone can prompt AI to write a blog post with keywords, but the institutions that stand out are the ones with people behind the strategy who understand these key factors:

  • What the financial institution’s objectives are
  • Who the target audience is and how to reach them
  • How a blog fits into the bigger marketing picture
  • How to analyze the results and what changes to make to maximize outcomes

How Do You Know if Your Blog Is Working?

Beyond strategy and writing, another big part of Ana’s role is studying the results. Ana regularly looks at what’s actually working vs. what just looks good on paper. For instance:

  • Which topics are bringing in traffic
  • If people are actually reading the blogs or bouncing
  • Whether the blog is matching what they searched for
  • What older blogs we can update/improve
  • How people are navigating between pages

Then it’s a constant cycle of tweaking topics, structure, and strategy based on her findings.

Ready to Build a Blog Strategy That Actually Works?

Blogging isn’t about filling empty space on your website. It’s about answering questions, building trust, and creating content that actually helps people.

At forbinfi, we help banks and credit unions build blog programs that focus on writing, optimization, and reporting. Ready to talk blog strategy?

Talk Blog Strategy With forbinfi