AMEX Open Blog Wins More Fans

Chris Brogan writes American Express is OPEN.

He’s referring not only to Amex’s small business brand (OPEN Forum is an American Express trademark); he’s congratulating the company on its open approach to content at the OPEN Forum blog, a site where American Express teams up with several FM-affiliate small-business authors to create credible, third-party business content (not advertising or advertorial) and to give American Express customers reason to come back to the site for something other than account status. As my colleague James Gross (the guy who put this program together) describes it:

“Our goal was to bring together leading experts in an engaging experience at the OPEN platform itself. Thus, any of the authors work that was picked up on other blogs, social media engines like Digg, StumbleUpon, etc., would all give credit back to OPEN as being the keeper/facilitator of the conversation. In the new world of media, these trackbacks and links provide a new form of Brand Equity for OPEN. This again drives home the point behind the OPEN brand that they are here for Small Businesses to make their life better and grow their business.”

Brogan, a business blogger himself, likes the idea:

“I think it’s definitely a way to build a content network [for a marketer] that would be more useful to end readers. It’s not that we don’t want more traffic to our blog, but that there are ways this content can be made more useful to end readers, by being curated by others in interesting ways. That’s why we use Creative Commons. That’s why we use RSS. It’s the plan.”

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