Chicago Stock Exchange is a 130+ year old exchange for equity securities in the National Market System.
The Chicago Stock Exchange (CHX) is the last privately held exchange in the United States. However, given its small size, the company needed greater visibility and name recognition in the industry. CHX signed on with 3Points in 2015, and we had been working on building their presence via both earned and social media, where we helped create the exchange’s Twitter account from scratch. Visibility was increasing through these mediums, but the one facet that was missing was an outlet for created content. They needed a medium that was more visible than the notices section of their website, and didn’t want to keep having to pay for a Business Wire release every time they had an announcement.
3Points developed a blog strategy specific to the needs of CHX, and created a Medium page for the exchange. Medium was not only easy to read and simple to manage, but it also made its content more discoverable to its wide network of readers. After creating the page, we have worked to post a diverse range of content: in many cases, Medium has become the prefered outlet for company statements and announcements. We’ve also used it as a forum for opinion pieces, which the exchange did not have a proper outlet for previously. Finally, we have launched two blog series that have proven very popular. With CHX starting its own Women’s Forum, we took the opportunity to create a blog series around the forum, spotlighting the exchange’s female employees. The success of that series led us to start a second series, interviewing former CHX trading floor veterans.
The diverse and high-quality content on the CHX blog has expanded CHX’s audience and allowed the exchange to become a thought leader in the industry. Despite launching the blog from scratch, almost 90% of Medium posts have received over 100 views, with many receiving between 200-500 views. Numerous posts have been picked up by industry newsletters, such as John Lothian News and Curatia. The blogs have been well-received internally as well, with many being distributed via all-company emails — we received feedback that the employee-focused blogs in particular were beneficial to office camaraderie. And with the help of our media relations and social media efforts, the company announcements have continued to reach a large and targeted audience, without the cost of a press release.
3Points’ work has made a solid impact on our public perception, not only in getting our name in front of a larger and more qualified audience, but ensuring that it’s done in a positive and engaging manner.
– John Kerin, CEO, Chicago Stock Exchange