It’s always interesting to see how big brands are approaching content marketing as it becomes a higher priority on their marketing agendas (and budgets). Among them are Coca-Cola and Red Bull and – more recently and perhaps a little unexpectedly – the New York Stock Exchange (NYSE), who last week launched its own branded content portal, The Big Stage.
Global brand agency Digitas designed the site, which is quite visually driven with written and video content that includes company profiles, Q&As with business leaders, and news and features around innovation, startups, thought leadership, events, governance and regulation. Predictably, nearly all of the content centres around NYSE-listed companies and their key senior staff.
“We are not a news site. This is telling brand stories […] offering behind-the-scenes access you might not see elsewhere,” said NYSE Euronext Chief Marketing Officer Marisa Ricciardi in an interview with AdNews. “It helps us engage in conversations with our audience and not just market to them. I think marketing is best served when it doesn’t feel like marketing.”
Content – which is being supplied by the content marketing and advertising division of Time Inc. – is regularly updated and supported by NYSE Euronext’s well-established social media platforms including Facebook, Twitter, YouTube and LinkedIn. Some content is also borrowed from NYSE Magazine, the aptly-named print glossy that has a circulation of 65,000.
While it’s still early days, The Big Stage has the potential to provide insight and access into listed companies in a way that traditional news media won’t and can’t. So here’s wondering how it will grow and evolve over time.
I wonder which brand will be next?
Lisa Cugnetto – Content Strategist