Arkansas bank launches community-focused content platform

First Security Bank’s Only in Arkansas website celebrates the state, its festivals, and the Frito chili pie. What it won’t plug is its savings accounts—or its customers.

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Check out the website Only in Arkansas, and you might not guess it was created by a bank.

There’s an article on a former orphanage that was turned into a sustainable agriculture training center. You can read up on the last ferry in Arkansas or consider the important question, “Did the Frito chili pie come from Arkansas?

What you won’t find is boasts about First Security Bank’s mobile check deposit or its trust and wealth management.

The new content marketing platform allows the family-owned bank to engage customers by talking not about interest rates, but about subjects folks might actually discuss with friends and neighbors.

In place of generic and interchangeable bank slogans, the campaign emphasizes First Security’s focus on the only state where it does its business, says Kristi Thurmon, social media manager.

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