The New York Stock Exchange (NYSE) has had its ups and downs through the years, both in the day-to-day activity of the markets and its reputation—but now it’s time to grab the bull by the horns. The NYSE has made a bold leap forward in its marketing plan by embracing brand journalism and launching The Big Stage, a website designed to provide compelling content, including feature stories, videos, photo essays, to further connect with consumers.

It’s rather groundbreaking to see a brand create a novel and approachable channel in order to feed the ongoing relationship with their suit-and-tie audience; and it only legitimizes the content marketing movement that’s been underway for the last couple of years. And no, they’re not trying to replace the finance stories and stat-based stock reports that can be obtained from various news sources. They’re simply showcasing a refreshingly new side of NYSE; one that’s multi-dimensional and valuable.

Creating a website that was mobile and tablet-friendly was a must for NYSE, whose goal was to grab the attention of their on-the-go business execs—which they executed successfully.

The Big Stage is visually brilliant. The site is clean and sophisticated, and it couldn’t be easier to navigate, thanks to its scrolling feed. It’s photo-heavy and visually oriented in a way similar to Pinterest, a layout design that’s been embraced by other notable brands, including The New York Times and Newsweek. Between the images and the large photo banner featuring new stories, you can’t help but be enticed and left wanting more.

But what could NYSE possibly write about? Their 2,800 listed companies, of course.

NYSE has a sea of resources for content development, and all they have to do is look to their successful member brands, CEOs, and emerging technologies for ideas. By teaming up with Time Inc. and Digitas and creating a strategic editorial calendar, they develop stories focused less on news and more on interesting and inspiring feature articles. You’ll find CEO profiles, user polls, stories of how brands became successful IPOs, how others were re-charged for success, and various behind-the-scenes content. And it’s all tailored to their business-oriented consumers.

To drive traffic to the site, NYSE will utilize their strong social media presence, as well as their 12-year old magazine NYSE Magazine and the NYSE website.

Have you explored The Big Stage yet? Share your thoughts below!