Expanding Reach Through Video and Conversation
When we looked at CSI’s podcast, the opportunity was obvious. It had a great run, but over time with org changes and scheduling issues it faded into the background. Rather than waiting for top-down direction, our team saw an opening to reimagine the podcast as a true thought leadership platform, one that served our audience first and strengthened the brand in the process.
We rebuilt the podcast from the ground up, starting with a simple but powerful question: How can community banks stay ahead in an evolving technology landscape? That question became the anchor for everything, from episode topics and host selection to tone, format, and promotion strategy. The goal was not to create a sales-driven show, but a smart, relevant conversation that reflected the real challenges, opportunities, and wins our audience experiences every day.
Moving Forward
To support that goal, we refreshed the entire brand of the podcast, including its visual identity, show structure, and on-screen design. We intentionally shifted from a traditional audio-only format to a video-first approach, recording episodes in our virtual studio and occasionally in person. These changes increased reach and engagement, allowing us to distribute content across more channels, connect more authentically with viewers, and extend the life of each episode through clips and social content.
Equally important was the chemistry and credibility of the hosts. Rather than relying solely on guest interviews, the show blends industry experts with honest, unscripted conversations between the hosts themselves. This approach keeps the content approachable and human, while still delivering meaningful insights. A touch of humor and personality helps differentiate the show in a crowded space and encourages audiences to return regularly.
What makes this project especially meaningful is that it demonstrates how thoughtful content strategy can thrive without explicit direction from leadership. By identifying a need, defining a purpose, and executing with consistency and intention, the podcast has become a sustainable channel for thought leadership, audience engagement, and brand storytelling. It’s a clear example of how proactive creativity and strategy can drive impact well beyond a single campaign.
