With the passing time marketing as a whole and specifically content marketing is becoming challenging to manage. Marketers are badly in need of creative ideas and strategies to run effective content marketing campaigns.

To help marketers get effective results from their content marketing efforts, Entrepreneur columnist Graeme Keeton has published some excerpts from his interview with Courtney Colwell, director of content marketing at American Express OPEN Forum.

Answering Keeton’s question on how small business owners can improve their content marketing, Colwell says, “Defining a brand mission that can carry through all your marketing efforts, including content marketing. Having a strong idea of what you stand for can help you determine what to try in terms of creative messaging or even channels to test into. It can also help rule out tactics, which can be just as important.  Being willing to experiment is another thing I’d suggest. Speed and agility are advantages small businesses often have over larger companies, so use that. Be the early adopter of a social channel, for example, if it makes sense for your brand and your customers”.

American Express Has a Lot to Teach You About Content Marketing

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