It is a complete and flexible platform focused on productivity and decision making. Slack is a team collaboration tool for enterprises, no matter their size or configuration. Slack is our last case and one which shows that Digital Marketing efforts don’t end when the lead is converted. So why not do it too? Inviting professionals with a name in your area is a great idea to attract more leads and stick with them as a brand with authority - thus creating an important relationship with influencers. With the constant flow of articles and posts, the website became a reference for entrepreneurs starting their businesses and growing bigger.īut the real secret behind AMEX’s case is in borrowing the authority from those who already have it.Ī Content Marketing strategy can be done solely in-house, but the company chose to go after industry leaders and well-known names to contribute with their insights and lessons. The results were as successful as they planned. The idea was to give relevant information and help the public with all matters related to their corporate solutions: financial news, trends for businesses, tips for marketing, sales, productivity, and cash flow. That was the image AMEX wanted to build when they kickstarted a big Content Marketing campaign with a site called Open Forum - now Trends and Insights. When a brand is recognized as an authority, it means a good amount of people go after it for reliable and trustworthy information on a determined topic.
But what does that word really mean in a Digital Marketing context? Creating great content aimed at a specific target (your buyer persona) is the best strategy when you want to build authority.
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