I’ve received many comments from my blog post on financial organizations getting into the content marketing space. One of the better recommendations I received was on Merrill Lynch’s content web portal.
The majority of the site is a cross between news-desk commentary and short video diaries. The commentary pieces are simple, yet professional and well done. The content is created in a way that is non-threatening to the user, and explains, in simple terms, what is happening with the market.
The case studies are well-done…something that you might see in a "How did they get here?" piece during the Olympics. Each positions Merrill Lynch as a true partner and adviser that helps these people find their way.
The site also mixes up video with traditional reader content on such topics as retirement, starting a new career, and on being suddenly single.
I am not sure what types of results Merrill is getting from the site, but it is clear that Merrill is positioning themselves more as a "life partner" than a financial institution.
Finally, an often overlooked but extremely important aspect of the site is search engine optimization. By typing in "Starting a Dream Business" into Google, the #1 return was Merrill Lynch, finishing higher than StartupNation and even startyourdreambusinesstoday.com. Very impressive.