At American Express, much of the content we create ends up getting shared or viewed on websites like YouTube, Twitter, and Facebook. While we definitely want people to engage with our content on these channels, it makes our main website feel unengaging and stale in comparison, thus significantly diluting the user experience and limiting our visibility within the Search Engines that could help boost our authority and credibility.
While the core Amex.com site needs to remain intact, we want to create a destination hub within the domain to both engage users with great content that fits with the brand and builds additional relevancy and authority for search engines. This way, our social media channels would have a way to drive additional credibility to our domain and we have a voice beyond our main credit cards business. American Express has so much more to offer both customers and prospects.
Please complete the following:
1) Look at a few other corporate websites that you feel provide a hub for engaging content
2) Propose a plan that American Express could use to create its own destination hub to house content that fits with the brand.
3) Specifically, propose at least one feature or piece of content that you think would be a great way to engage our visitors. This could be focused on any topic that could have relevance for American Express. Examples include: travel, food & dining, personal finance, vacations, retail, etc.
4) Attach an artistic rendering (sketch, mockup, design, etc.) showing how you think the content should be structured and presented to end users. Focus on making it easy for them to interact with and share the content they discover.
|Top 3 share 4500||Next 3 share 1500|
|1500||Johanna Gunawan Northeastern University|
|1500||Jess Page University of Miami|
|500||Yolanda Chen University of Pennsylvania|
|500||Ashutosh Nayak Purdue University|
|500||Ken Lau University of California, Santa Cruz|
|1500||Grant Marcus Drexel University|