There’s been a lot of chatter around the halls about content marketing. So who is the clear trailblazer, what is the one firm Australian financial services companies should look to and be inspired by?
In 2011, American Express launched OpenForum, a website targeting small businesses with engaging and relevant content that addresses the many aspects of running a business. OpenForum drafts much of the content on the website, but it also hosts content produced by publishers and freelance writers. The website is American Express branded, but has the feel of a media site. The popularity of OpenForum within the small business community highlights that, with the right type of engaging and relevant content, you can become a trusted adviser by using your content to host a community within your own website.
To read more financial services case studies, check out our blog: ‘Three financial services case studies to learn from‘.