Nowadays one of the most popular business topics is to create a community around your business. Those communities are online-based but very few numbers of them are actually created and less and less of them create some value for customers.
Meanwhile American Express invests in creating its Open Forum website. This is a web place where different industry experts share their experience. AMEX invites experts such as guest authors from various business fields to share their knowledge and experience gained over years of hard work.
So, what AMEX has right now is a web-page with valuable and rich content that’s popular among business individuals, without spending on expensive content creation.
You trust quality content created by professionals, industry leaders and experts. And you can do it only by asking them to share their wisdom. That will build traffic and create an online community.