American Express social and content strategy – Content24

Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at American Express and content marketing applications

American Express pushes social media 

A few weeks ago we wrote about Honda and how social media experts had tried and failed to create a sharing frenzy across all the usual platforms. They showed images from events, celebrity signings… in short, interesting pictures. And none of it really worked. Then they found something that did – pictures of cars.

Whether they were falling off a cliff or a bog-standard PR studio shot, they performed better than the clever fun stuff.

It seems consumer hunger for the apparently mundane applies across product categories. In this piece, American Express describes how Instagram is one of its most important social media channels. The company uses it to post pictures of its plastic cards, in various forms and colours.

American Express was prompted to do this when it discovered people posting pictures of their own cards online. Incidentally, this also meant the company had to replace the individual’s card.

That is not to say that the company is unadventurous. Its YouTube channel shows exclusive content from American Express sponsored events. It also lets cardholders stream content on the channel. Interestingly, the company has joined the throng pushing video on Facebook.

Most popular content marketing software

HubSpot, Buffer and Knovio Pro are the most-used content marketing applications, according to this research by business site GetApp. For those of you who have been living in a cave, HubSpot is multi-purpose software for creating content, Buffer queues and measures social media, and Knovio creates video from static resources.

Whether they are exclusively content marketing applications is questionable. But they are certainly very useful. Perhaps the key is that all of these applications turn complex operations into a click and drag exercise.

Right now, we’re in an age when we’re being told to future-proof ourselves by learning to code. But maybe tomorrow won’t be like that. Maybe it’ll be about the idea, because the how-to will be laid out for us.


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