American Express Has a Lot to Teach You About Content Marketing

With 109.9 million cards in circulation and an estimated valuation of $18.3 billion dollars (according to Interbrand), American Express need never worry about where their next round of funding might come from. Why then, do they continue to set the gold standard for content marketing, hustling to create some of the most trusted, most genuinely useful advice for small business owners and entrepreneurs? Courtney Colwell, director of content marketing at American Express OPEN Forum, says that “It all stems from our mission of helping these businesses do more business. With our small business customers, their growth fuels ours. It’s a win-win if we can help them succeed.”

There are certain fundamental business truths Colwell and the American Express OPEN Forum team adhere to, which are applicable to businesses of any size, as well as startups and even sole proprietors. Whatever your headcount, whatever your industry, responding first and foremost to the needs and wants of customers is the best way of creating loyalty and encouraging growth. Here are some tips from my interview with Colwell. Read more

Graeme Keaton – Entrepreneur – 6 Aug 2017