7 ways American Express dominates content marketing


AmEx-Open-Forum

How does a Fortune 500 company genuinely connect with consumers? By mastering content marketing. Here’s how American Express is leading the pack.

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 its authority on its 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 its 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 it does not offend customers all while making it clear that its 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.

Continue reading on www.imediaconnection.com



Categories: Advertising, Brand, Case Study

Tags: , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s

Gigaom

Technology news, trends and analysis covering mobile, big data, cloud, science, energy and media

The healthy rawr chic

You must be willing and determined to achieve a state of mind, body, and soul beyond what this world imagines could be possible. —Mayra Mejia BA MS

Brand Leadership Blog

The leading forum worldwide for executives and researchers addressing the challenges of building and sustaining great brands

INSIDEDIGITAL

Intelligence for Brand Marketers

Digital Buzz Blog

INTELLIGENCE FOR BRAND MARKETERS

ciaobasta

Startups, entrepreneurs, ideas. Let's make it informal

Brian Solis

INTELLIGENCE FOR BRAND MARKETERS

HubSpot Marketing Blog

INTELLIGENCE FOR BRAND MARKETERS

ReadWrite

INTELLIGENCE FOR BRAND MARKETERS

Marketing Pilgrim - Internet News and Opinion

INTELLIGENCE FOR BRAND MARKETERS

advergirl

INTELLIGENCE FOR BRAND MARKETERS

Posts from the Econsultancy blog

INTELLIGENCE FOR BRAND MARKETERS

www.ducttapemarketing.com/

Simple, effective and affordable small business marketing consulting

Get Elastic Ecommerce Blog

INTELLIGENCE FOR BRAND MARKETERS

%d bloggers like this: