Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
In the age of infinite content, every financial brand has a content marketing strategy. But Acorns, the popular microinvesting app, insists its online magazine is part of a much deeper mission to educate customers.
In late 2015, Acorns hired Jennifer Barrett — who came from CNBC and has held various editorial roles covering personal finance at Daily Worth, Newsweek and the Street — to launch and run Grow, a personal finance site for millennials that’s separate from the app itself, as its founding editor. The following summer, she added another title to her name: chief education officer.
“When we launched the Grow site at the beginning of last year, there really wasn’t much out there that was targeting millennials in terms of money sites,” Barrett said. “That’s obviously changed in the last year and a half. But at the time… we were filling that need.”
More in Marketing
Netflix’s ads boss on the next phase, and how Amazon accelerates it
As Netflix marks three years of its ad business, the platform now expects to be a core part of every major media plan.
After early success, the NFL plans more creator-led broadcasts
After tapping four creators to host alternative broadcasts on YouTube of this season’s opening game, the league is already figuring out who’s next,
How AI is reinventing the holiday gift guide
Beyond driving immediate sales, brands this year are angling to get into gift guides to help them with SEO and GEO.