Pioneering Content,
One Trader at a Time


Investor education, content publishing

Today, it’s more than essential for financial brands to educate customers with content and video. But in 2007, when we began working with E*TRADE, it was new territory altogether.

Online video platforms like YouTube were in their infancy and social was just gaining critical mass. This represented a massive opportunity for E*TRADE to get ahead of the curve. But carving out a strategy to acquire and retain customers through content marketing wasn’t enough. Actionable videos needed to be deployed, optimized and at times, personalized. DRUM wrapped it all together into an integrated campaign that has been the bedrock of investor education at E*TRADE for the last 13 years.

E*Trade Mid

Customer’s digital journey


An agile content model


Audience Engagement

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Our Approach

If you want to attract new customers with content, first focus on your best current customers. Give them confidence and competence. Empower them to use more of your products, then make them evangelists, so they’ll help spread the word online.

Our customer data and platform research pointed to a clear digital journey that required alignment. So, in addition to building and reconfiguring E*TRADE’s online investor education content strategy, we built an agile model for content publishing that has remained durable yet malleable for more than a decade.

DRUM’s content studio and publishing division aligned with brand efforts, built the appropriate personas and customer journeys, structured curricula — and produced the videos, series and supporting content to launch the effort.

The Results

To this day, success requires an in-depth understanding of the products, strategies and niches that traders and investors care about. It mandates that our team be composed of specialists and enthusiasts in the space. And that we live just as close to the financial markets and the E*TRADE product experience as our client does, creating a collaborative harmony only possible at DRUM.

Since our initial launch, E*TRADE has seen more account opens, greater utilization of E*TRADE products, and a greater frequency of trading activity. Better still, the content DRUM created has been used across channels to build trust, recognition and brand affinity over the last 13 years.

Additional Work

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Apple Watch

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First Trade

Interested in what DRUM can do for you?

Let's Talk

Todd Silverstein

Chief Growth Officer