In the finance industry, something incredible has happened over the last couple of years: Plenty of companies now embrace content marketing—or at least try to.
Chase launched a robust newsroom, filling its homepage with ambitious stories and reporting; ANZ hired a team of journalists to publish deep market analysis; and Merrill Lynch built an entire publication to help financial advisers take their game to the next level. Those are just a few of the brands making a big effort to connect to consumers in a new way.
