In the first place American Express’ OPEN Forum stands out as a content marketing success story. By recruiting professional writers and focusing on quality, the Forum OPEN team has transformed its platform into a widely read site that has become one of the best sources of customers for American Express.

American Express followed the lead of traditional publishers – something all marketers could learn from. The best traditional publications are consumer-driven, while brands often publish with a “me” mentality. When a business is sofocused on sales numbers, it can quickly turn audiences off with sales or spammy content. Traditional media, on the other hand, create engaged and loyal audiences that Azerbaijan WhatsApp Number List they can monetize. By following the lead of successful publications, brands can use some of those dollars to attract qualified customers.

Find your incline factor

In the first place Good content needs an element of differentiation. Joe Pulizzi calls it “content tilt” – it leads to unique content that makes a post stand out. The inclination depends on the brand’s philosophy and audience. Respected publications know their audience well and incorporate these four characteristics into everything they publish:

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  • Uniqueness – Your defining element may be a new medium or the introduction of new ideas to your industry. Seek to bring value to your community in new ways, like Moz’s Rand Fishkin did with his Whiteboard Friday feature.Consistency – Think about your favorite niche publications. You read their sites daily, maybe even several times a day. Reputable publications regularly publish high-quality content, which keeps people coming back to them as valuable resources.
  • Competitive Advantage – Some companies have data that gives them a real advantage.

  • The CMO Club recently developed the CMO Solutions Clubhouse to leverage the data it collects from members. Its competitors simply do not have the same information, so the CMO Club can boast of unique content. At Influence & Co., we leverage our publishing relationships with survey publishers and help our readers get published on influential sites. Offer value and your audience will be.

Take a Page of Strategies

If you want to match the success of sustainable publications, you must create certain practices and values ​​in your content team:

  1. Develop a knowledge management system.

Publications draw on the experience of their reporters and editors, as well as vetted sources and experts, through an extensive interview process. Successful brand publications also work with contributors from various departments within the company, as well as industry experts, to develop unique content. One person cannot communicate all facets of a company or industry, so one person should not be the sole spokesperson for an organization.

Influence & Co. manages intellectual capital using a knowledge management system that includes repositories of expertise. This system, which runs on our proprietary software, serves as the basis for all content creation and is easily accessible by our marketing department. We are regularly adding to our knowledge banks as we extract more information from our growing team.

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