Dive summary: 

• Many brands aspire to create publishing-quality content, but few are hitting the mark; these five brands are doing content right. [see full list at Digiday]
• American Express' "Open Forum" tops the list of content initiatives; it is evident that AmEx has poured millions of dollars into the project over the years which features content leaders Guy Kawasaki and Pete Cashmere. 
• Proctor & Gamble has developed an impressive site with "Being Girl" that provides teenage girls information on feminine care, relationships, body concerns, and more. 

From the article:

“'For content to be successful (high views, shares, engagement) on the social Web, it needs to be entertaining or add value,' said Joe Barbagallo, social media manager at Volvo Cars North America. 'I don’t know the last time that a hard selling piece of content struck me as entertaining or moved me further down the path to purchase.'”