{"id":12733,"date":"2017-08-25T21:18:07","date_gmt":"2017-08-25T21:18:07","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=12733"},"modified":"2017-08-25T21:18:07","modified_gmt":"2017-08-25T21:18:07","slug":"5-ways-american-express-is-winning-at-content-marketing","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/5-ways-american-express-is-winning-at-content-marketing\/","title":{"rendered":"5 Ways American Express is Winning at Content Marketing"},"content":{"rendered":"

If you’re looking for a fine example of content marketing, look no further than American Express’ OPEN Forum<\/a>. This community content platform is 10 years old, and offers a lot of lessons for the rest of us in terms of how to succeed with content.<\/p>\n

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1. It Understands Its Community<\/strong><\/p>\n

While many brands stumble with content marketing simply because they can’t seem to get away from self-promotion, OPEN Forum has, from the start, been about its community. You won’t find self-aggrandizing articles about credit cards and financial products. Instead, you find thoughtfully-written articles on subjects that community members and customers have expressed interest in.<\/p>\n

Rather than coming off as a marketing platform, OPEN Forum is more branded content. The material is insanely valuable to small business owners, but the fact sticks in their minds: it’s all thanks to American Express.<\/p>\n

2. It Highlights Customers<\/strong><\/p>\n

While contributors to the site are not required to be American Express customers, those influencers<\/a> that are get more play. \u00a0Customers are often featured in stories about their businesses, which gives them more exposure, and possibly increases sales.<\/p>\n