John Hall says, “American Express’ OPEN Forum stands out as a content marketing success story. By enlisting professional writers and focusing on quality, the OPEN Forum team turned its platform into a widely read site that has become one of the best client sources for American Express.

American Express followed the lead of traditional publishers – something all marketers could stand to learn. The best traditional publications are consumer-oriented, while brands often publish with a “me” mentality. When a business becomes so focused on sales numbers, it can quickly turn off audiences with sales- or spam-like content. Traditional media, on the other hand, builds engaged, loyal audiences that it can monetize. By following the lead of successful publications, brands can use some of those dollars to attract qualified clients“.

2 Things and 9 Tips That Brand Marketers Can Learn from Publications

Content Marketing Institute

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