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.