How to Get Media Attention and Traffic from the BusinessExchange

The BusinessExchange is a social bookmarking site started by BusinessWeek that also lets you network with other business people. You can find and bookmark some of the Web’s most interesting business articles so that you can refer back to those articles later.  You can also add other articles that you’ve found on your own, to share with others.

Here are 3 tips for how to use BusinessExchange to get media attention and develop traffic back to your own website:

Tip # 1 – Getting Media Attention

Bring your expertise and best content to the attention of the Editors and journalists of BusinessWeek who are active on the site. 

Example:  Let’s say you wanted to bring your recent blog post to the attention of a certain editor from BusinessWeek who you know follows the area or subject matter you have expertise in.  One thing you could do is find that editor on the BusinessExchange, and then submit your blog post, video or other content under the topic(s) he or she follows using the “Add Content” button. 

Just make sure your blog post or article is relevant to the topic before you submit it.  You also should have something worthwhile to say if you want to get their attention.  A good title for your article helps capture attention, as well.

I’m not guaranteeing this will necessarily get you the kind of media attention you are seeking or that it will lead to an interview.  But it’s a tactful way to raise your hand and say “here I am, I have something valuable to say on this topic in case you want to interview me.”  It only takes a few minutes.  It sure can’t hurt.

And if nothing else, it will get your article noticed and read by others.  That brings me to my second tip.

Tip #2 – Getting Traffic

For several months now I have been active on the BusinessExchange.  I started a handful of topics and participate in several others — all of them related to small businesses.  Over time this activity has begun to drive a small steady stream of traffic back to my websites.

Example:  If you take the time to fill out your profile page on the BusinessExchange site, you will notice that it allows you to include links back to up to 4 websites or blogs.  People who view my profile page sometimes jump over from my BusinessExchange profile page to visit my websites. 


BusinessExchange profile

In addition some of my own articles are saved bookmarks under appropriate topics, and we are getting traffic back to those articles directly, as well.

It’s not a huge traffic blitz, but it’s noticeable.  I find that Web traffic always comes from a variety of sources, and taken together it adds up.  Plus, because BusinessExchange is a business site frequented by business people, you know that the traffic is likely to be relevant.  The value of Web traffic is not so much about quantity — but about quality.

Tip # 3 – Increasing Brand Visibility and Getting More Traffic

The more you participate in the BusinessExchange, the more your icon (photograph) and your name will show up in strategic places throughout the site.  This increases your personal brand recognition and also increases the likelihood that visitors will view your profile page and may then decide to visit your website, blog, Twitter page, or other pages you have linked there.

Example:  Notice that on the right hand column of the BusinessExchange, it lists the top 5 Most Active Users for that topic.  Also, the more active you are in networking and adding others to your network, the more your icon will appear on their profile pages as part of their networks.  

 BusinessExchange active users

The above are just 3 of the advantages of using the BusinessExchange. 

But the main reason I like the BusinessExchange?  It is a good way to find new content on topics of interest to me. 

I also find it preferable to sites like for sharing your own best content.  BusinessExchange is for business people who want to share serious business content.  While Digg gets a lot of attention, the problem is that you usually have to sensationalize articles to get visibility at Digg.  Being sensational may get you short-term attention, but long term it undermines your credibility.  Or worse, you have to have a lot of Digg friends voting on your article to get it to show up prominently. 

BusinessExchange is a much more democratic, credible platform — and it’s a businesslike place for business people.


Anita Campbell Anita Campbell is the Founder, CEO and Publisher of Small Business Trends and has been following trends in small businesses since 2003. She is the owner of BizSugar, a social media site for small businesses.

12 Reactions
  1. Anita,

    Have they a personalized widget now? I am not sure that I could fit one in my new template, but I want to know if they have come up with the widget.

    I registered a profile some time ago, but I haven’t been so active there lately. I think that some of the journalists of BW have been pretty good at participating in the blogosphere. Do you know if other business magazines, like Forbes and Fortune have a similar service? I think that the media group with Fast Co. / Inc magazine has some kind of community site.

  2. Hi Martin,

    You know, I am not sure if they have a personalized widget yet. I know they were working on it. BusinessExchange is on Twitter: @BWBX You might put out a tweet and ask about progress there.


  3. Delicious meets linkedin? If the bookmarks on this site generate clean links, then it can’t hurt. Bookmarking your own pages have a benefit.

  4. Hi Joe,

    I wasn’t thinking of it as a linkbuilding technique for search engines.

    I suggest doing it (1) because you want to find useful content, and (2) to generate a little direct traffic and brand visibility among a business audience. For those purposes it can be worthwhile participating. And yes, that’s an apt statement: “Delicious meets LinkedIn.”


  5. Anita,

    Thanks for info. BWBX is #895 that I am following.

  6. I do like sites like this much better because all of the content is business related. Sites like Digg are good but it’s difficult to sort thru and find valuable business topics. I prefer to use sites like BizSugar so I’ll have to check this one out too.

  7. Hi Anita,
    I’ve been spending time at the Business Exchange and really like it. I had not thought of it as Delicious meets LinkedIn, but it seems appropriate.

    Maybe you (and I) can set a Google Alert specific for that site to send us updates on content we like to read!

  8. Good advice and article for users wanting to breakout and get some attention and drive traffic to their website. Quite often I come across individuals who have a good web idea but lack the know how on how to promote their site, this article will gvie then some goodd insights

  9. are you looking for links?

    How could this happen differently?