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Managing editors are a content marketer’s best friend. As the gatekeepers of influential publications, they can help content marketers reach large, engaged audiences through their own written words. Fortunately for marketers, editors also have a soft spot for quality contributed content. In fact, my company, Influence & Co.
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.
Many companies think they need to shield their knowledge from the outside world to stay competitive, and they’ll only exchange intel with paying customers. But business – and the relationships that drive it – doesn’t work this way anymore. Sixty percent of people are inspired to seek a product after reading about it, and if you want to win these sales, you need to let your au ...