United Business Media's TechWeb has retired the 2½-year-old bMighty brand and is now addressing the small and midsize business market through InformationWeek SMB.
The name change coincided with a change in the URL to bMighty.informationweek.com from bMighty.com.
“The online world is search-driven, so domain and URL can make a big difference,” said Scott Vaughn, VP-marketing for TechWeb. Major engines such as Google take many factors into account when returning search results, and the InformationWeek.com domain carries greater weight than bMighty.com due to its longer history, higher traffic and greater amount of content and links, among other factors. As a result, a piece of content on InformationWeek SMB will automatically rank more highly in search engines than the same content would previously have ranked with the bMighty.com URL, Vaughn said.
Frederic Paul, publisher and editor in chief of InformationWeek SMB, said the name and URL changes were the first steps in “an ongoing integration.” Until recently, there was no sharing of content between bMighty and InformationWeek.com, even though some InformationWeek technology content is of interest to SMBs, and SMB issues concern many InformationWeek.com users.
“You're starting to see InformationWeek content and InformationWeek SMB content going back and forth,” Paul said. “You will see that integration become much tighter over time. BMighty was part of the InformationWeek network, but that was never immediately obvious to the SMB audience. Now it is.”
From a strategic viewpoint, TechWeb is making a statement about the importance of SMBs. “On the one hand, this is a small step; but on the other hand, it's a big statement,” Vaughn said. “We continue to see opportunity with small businesses and we see InformationWeek SMB as a bigger platform for them. By using the strength and content of the entire InformationWeek.com network, we're bolstering our offerings for SMBs. As the economy recovers, SMBs will recover, and so we think the timing is right.”
Meanwhile, because small-business owners are more difficult to find than decision-makers at large enterprise companies, InformationWeek SMB provides value to technology marketers looking to reach the SMB audience, Vaughn said.
Marketing programs have been standardized across the nine sites in the InformationWeek network. “We've always shared sales teams, but now we're standardizing offerings,” Vaughn said.