There are plenty of brands that talk a big game about the communities they are creating online and the inherent value of the online conversation. However, there are actually very few that have created any community of value to their brand. American Express is an example of a company that have successfully grown a community in a positive way for their brand. They have leveraged the value provided by industry experts on its Open Forum website.
Open Forum is a collaborative website, in which American Express invites guest authors from a variety of sectors to share their business knowledge and advice. The result is a site filled with multitudes of content that is popular with search engines, all created without American Express needing to use cash to content contributors.
American Express illustrates that the creator of your content does not necessarily need to be you. Effective content marketing strategies draw on a range of user-generated sources to both grow online communities and minimise financial investment.
https://www.americanexpress.com/us/small-business/openforum/explore/
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