7 Ways American Express Dominates Content Marketing, Part 1


7 Ways American Express Dominates Content Marketing, Part 1
OPEN Forum is American Express’ original platform for content marketing launched in 2007. What makes it so unique? Here is what the company is doing differently to engage consumers on a genuine level.

Leveraging the voices of experts

It’s a temptation for many brands to get their employees writing and providing material to their branded content channels. However, this strategy often leads to non-credible pieces of branded material. American Express has learned that the only way to establish their authority on their subjects is to call in the experts.

Keeping an obsessive eye on readers interests

How do you align your branded content with relevancy for your readers? In American Express’ case, using data to gain as much insight into the interests of their audience solves this challenge. What are your fans reading most often? What’s resonating with them? Use those answers to craft relevant content for your audience.

Finding the balance between selling, and hiding the sell

Consumers don’t like being sold to, but at the same time, you are tasked with trying to get your readers to become customers, and ultimately brand loyalists. American Express has tried to find this balance so that they do not offend customers all while making it clear their content is sponsored by the brand. While it may be difficult, a good content marketer will say no to pre-roll and banner ads if they feel it tips the scale too far toward advertising.

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