Content marketing is one of the digital trends that have been emerging in the past couple of years. As in many other aspects of digital marketing, the largest players in the financial services space have been ahead of the rest of the business world. For example, the OPEN Forum launched in the mid-2000s by American Express is a large-scale content strategy that uses a combination of proprietary and user-generated content to engage and market to small businesses. And in the banking space, Wells Fargo provides on its website a broad range of educational materials to deeply engage visiting customers, including My FirstHomeSM, an interactive tool that educates first-time buyers. The tool requires buyers to subscribe, which provides Wells Fargo with a point of contact.