Delivering the keynote speech at the annual Content Marketing World conference in Cleveland, Ohio was a seemingly unlikely person- Kevin Spacey- according to Ad Week. However, he was also the face of a major pivot in E-trade’s content strategy.
Contently notes that the financial service company was on the viral map with the talking baby commercials we know so well. This year, however, its marketing team is going in a more serious direction offering authoritative ads featuring Spacey, informative videos, and weekly pieces of thought leadership on investment strategy.
Finance companies have advantages for creating engaging content because they have the knowledge and tools to help people be smarter with their money and grow their wealth. This is one reason this industry has been a leader in the new brand publishing frontier- especially in mobile and video.
Examples of Forbes BrandVoice content include HSBC exploring global trade, Citi telling stories about businesses that do social good. American Express OPEN continues to thrive, and upstarts like Kabbage are putting a fresh and informative spin on finance content.
Find out how financial service providers can “plant their own stakes in the content marketing game” and reach new demographics as well as keep loyal ones coming back in a new, free e-book, “Gold Standard: The State of Finance Content Marketing: Heading Into 2015.”
Download the full text here.