Since its launch in 2007, American Express’ OPEN Forum has been considered the poster child for content marketing. The highly innovative program for its time single-handedly proved the business value of brands providing useful content to their customers. Year over year, OPEN Forum continues to succeed and is known for being the American Express’ #1 source of leads for new card members. But what is it about this content marketing program that makes it so powerful and successful? To be honest, it isn’t that they have an ultra secret magic recipe no one else knows about. It’s simply that they’re doing everything they’re supposed to do, and are doing it well…
Why Amex OPEN Forum Is Still the Gold Standard For Content Marketing
