In recent years we've seen some of the biggest success stories in the world. branded content. Many come from the financial industry and financial services.

American Express, Bank of America, Barclays, Blackrock, Credit Suisse, Citi, iShares, Mint, Santader and Schwab are just some of the financial services companies that are dedicated to delivering content with real value to an interested audience.

Of course, it makes perfect sense for financial services brands to create campaigns of content. In the right hands, financial topics have the power to entertain and fuel good discussions - you only have to look at the success of CNN Money or the Wall Street Journal to realize this.

Financial journalism has always been dependent on industry experts, many of whom work in financial institutions, and financial brands have learned to use these experts to create content campaigns.

American Express

In 2011, he created "OPENForum", a website for sharing advice and knowledge between small and micro-businesses. With this, he attracts and empathizes with many thousands of small business owners. "Exchange Advice.Make Smart Decisions - https://www.slideshare.net/LImarketingsolutions/american-express-open-forum-case-study

Credit Suisse

In 2012 he created the digital magazine "The Financialist". It's a magazine that covers a variety of topics, not always related to the financial sector. "What can an online magazine offer to people who have everything?

Santander

Launched the "Successful Modern Entrepreneurship" campaign with The Times. To reach SMEs through tips, news and case studies, they started by creating a 4-page supplement as a newspaper. The idea evolved into an online hub (blogs, videos and live Q&As) and various events under the name "SME Summit".

Bank of America

It has launched the "Better Money Habits" website in collaboration with Khan Academy. The platform contains videos on credit, home buying, financial literacy and budgeting. You're on your way to Better Money Habits.

Barclays

Launched the "Digital Eagles" program to help consumers and the general public become digitally active. Created the "Five Days, Five Sceptics" campaign to promote the Barclays Online app through the testimony of 5 tech-savvy people who used it for 5 days. Created the "Starting Your Own Business" subsite on the institutional website (UK) to promote business accounts, giving tips for those starting their own business, including bureaucracy. The content has now migrated to the main website.