Content Marketing Award: Microsite: Winner: New York Stock Exchange

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The New York Stock Exchange may be 225 years old but its technology and content strategy are cutting-edge. To showcase the companies listed on its electronic trading platform, and inspire new companies to list, the NYSE in May debuted an integrated marketing campaign called “Welcome to the Biggest Stage in Business.” The core of the campaign is, a microsite that provides visually attractive, compelling content aimed at an audience of business leaders. The site was built using HTML5 and responsive design, providing dynamic content across Web and mobile platforms. Featuring a number of content formats—including videos, social media feeds, infographics, SlideShare presentations and Q&As—the site showcases stories of the companies that are listed on the NYSE. The content is updated regularly, providing up-to-date information on IPOs, regulatory changes and news stories that affect financial markets. From the main page, users can click on featured stories, news desk, company watch and other categories to get the content they need on specific topics, or they can scroll down the page to view snapshots of featured companies and interviews with thought leaders. The site is clean, colorful and easy to navigate, and the content is fresh and stimulating. For example, in a featured story titled “Managing growth,” two CEOs in video interviews discuss the pros and cons of slow- and rapid-growth companies. The site grabbed our attention and that of other visitors, too—with an average site visit time of more than 2 minutes.
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