BtoB

'BusinessWeek' bolsters brand

EXTENDING THE INVITATION

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However the group of editors who collectively manage the site primed it by initially setting up topics and populating them with content found across the Internet. Over time, BusinessWeek staffers, including those on the business/marketing side, invited bloggers, business leaders and other opinion leaders to join the exchange. One of them, Stewart Mader, founder and lead writer of the blog Grow Your Wiki, liked the experience enough to introduce it to his readers in an Aug. 18 post. “I like the idea that I can keep track of stories I find relevant and useful in the context of a community of other businesspeople, and that shared interest in highly focused topics can reveal more stories I might not otherwise have found,” he wrote. Mader also noted that users can connect their LinkedIn profiles to Business Exchange. BusinessWeek already had a relationship with LinkedIn that allows users to see who they may be connected to at any company that's mentioned in an article. “The users have put time and effort into building their profile and social network on LinkedIn,” Neal said. “They get to leverage that profile in a new environment where the Business Exchange provides additional value and utility.” Online video will be the next area for expansion. While video from BusinessWeek's weekly syndicated TV program has been the source for much of the editorial video on the site, “we'll start embedding video into stories rather than creating a separate ghetto for video,” Fox said. “Our editors are embracing and creating video themselves, and they also are becoming curators, selecting video from the Internet that they think will be valuable to our audience.” Even before the debut of Business Exchange, BusinessWeek.com has seen significant traffic growth. Monthly unique visitors to the site averaged 3.2 million for May through July, up 24% from the year-earlier period, according to Nielsen Co. M
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