Content marketing is now being used by the New York Stock Exchange (NYSE) to reach out and engage with the public.
It has launched a standalone website called The Big Stage, a photo-heavy site that is more about imagery than a great deal of high class content writing or journalism.
The site boasts an range of content designed to appeal, from 'featured stories' and its 'news desk' to a 'company watch' section and 'innovation in action' page.
There is also a lot of video content, Q&As with a range of NYSE-listed company bosses and a strong social media presence.
"It helps us engage in conversations with our audience and not just market to them," she told Adweek. "I think marketing is best served when it doesn't feel like marketing."
And while there are similarities with the mainstream news media, the aim is not to compete.
"We are not a news site," added Ricciardi. "This is telling brand stories…offering behind-the-scenes access you might not see elsewhere."
It is a clear example of how brands can reach out in new ways through content marketing, engaging with previously untapped audiences and finding innovative methods to communicate with customers.
Image Credit: By The Web President via Wikimedia Commons