BC tip: Morgan Stanley - Promoting podcasts on the home page

A US financial services firm uses its corporate home page to showcase a rising digital channel.

The Feature

Morgan Stanley’s new ‘Ideas’ podcast is a series of weekly episodes on business, finance and technology that started in June. People can subscribe via iTunes or listen individually directly from the corporate website.

To promote the series launch, the Morgan Stanley corporate website home page has a call-to-action – ‘Ideas Worth Listening To’ and a link to subscribe on iTunes.

The Takeaway

Morgan Stanley is unusual in producing a weekly series of podcasts, and in promoting them so prominently on a corporate website home page.

Although podcasts have been around for a long time, they are rising in popularity, so it makes sense to use this growing channel for thought leadership. Morgan Stanley is also using its website well to support the initiative, both to promote the new series and serve as a ‘hub’ for individual episodes – listeners can subscribe via iTunes, but they can also listen to individual podcasts in the website’s ‘Ideas’ section.

www.morganstanley.com