I see that Marketing Profs will be sponsoring a webnar tomorrow on Blogs: What Every Marketer Needs to Know Now" given by Blogging and Internet strategist B.L. Ochman. Ochman is very knowledgeable, and I recommend the seminar for anyone who wants to learn more about the use of blogs in business.
The seminar is set for December 16 at noon to 1:30 Eastern (9:00 am to 10:30am Pacific time).
Plus Marketing Profs is offering a price break to anyone who attends and
wants to sign up for their Premium service, also very worthwhile.
Don't publish for the sake of publishing. You may have one key message that you leave on your homepage for years. It's not a matter of having content that is new or old; it is a matter of having content that is relevant and useful.
Some organizations hardly ever bother to update their websites. There are stories on the homepage that can be months—if not years—out of date. These
organizations simply don't understand that leaving this content on the website is damaging to the professional reputation of the organization.
However, some organizations publish new content even when they shouldn’t. They fall into the trap of thinking that publishing is about news. Yes, an element of publishing can be about news, but that is not what the core purpose of publishing is. At a basic level, publishing is about getting the right content to the right person at the right time at the right cost....
If you are not an organization that creates news, then don't have a prominent news section on your website. If you have one major message, then it is perfectly okay to promote that message in the center of your homepage every day of every year....
It's not about being new. It is about being useful. Your job as a website editor is to make the difficult decisions in relation to what really matters to your key readers. How does news help them complete the task that they came to your website to do.
see there are several conferences coming up which look very good, if you are
interested in learning more about Business Blogging.
first is the Blog Business Summit to be held in Seattle, January 24 - 25 and “show you how your business can leverage current real-word blogging
techniques, tools and platforms to promote and enhance your ventures. With an all star list of bloggers. Robert Scobble, Molly Holzschlag, Brian Alvey
and Glenn Fleishmann, D.L. Byron, Lenn Pryor and others."
New Communications Forum:
The second is New
Communications Forum: Blog University which its producers promise “will
provide you with an in-depth, hands-on exploration of the future of
communications….[From] marketers and journalists who have pioneered the use of
these new tools and technologies. They will share their in-the-trenches
experiences as early adopters of these new communications tools. New Communications Forum 2005
will be held in two venues:NewComm Forum America 2005 will be held in the US near Silicon Valley, CA and in Europe, Feb 7 - 8 in Paris.
It is for senior
communications professionals from leading companies and PR and marketing
How To Blog 101 - What is Blogging
and Why Should I Blog? How To Blog 102 - Planning Your
Blog How To Blog 103 - Choosing the
Right Blogging Tools and Software How To Blog 104 - Publishing Your
First Blog Article How To Blog 105 - How To Promote
Your Blog How To Blog 106 - Blogging For A
been rereading Convergence Marketing, and thinking about the impact of the
Internet on business and our clients. The
premise of the book is that while the Internet doesn’t change everything, it
does create a major shift in how customers behave and in turn how business must
operate. The Dot.com era, the authors
say, taught us that successful companies don’t simply throw out the old technologies
and practices in favor of new ones, but rather integrate them into their total mix.
same applies to marketing tools and practices. Traditional techniques, such as advertising, PR, and direct mail, have
not been replaced, but they sure have been impacted by a witches brew of new
tools from blogs and wikis to RSS and news aggregators.
Fredrik Wackå, of Corporate Business Blogging has written a nice "Beginners' Guide to Corporate Blogging". The guide presents reasons to use a business blog, types of corporate blogs, what to expect and how to set a blog up.
or business blogs provide a special kind of communications that has, until
recently, been missing. For me it is at the very heart of effective
communications, and I continue to be amazed by those who steadfastly resist the
blogs can be used to promote a company, its products and services, extend the
company's brand, build and strengthen outside relationships, provide a more
inside, look, and invaluable feedback.
corporate blogs can be used for marketing, product management, sales, PR,
hiring & recruitment. For communications, they can be used to
address a crisis or manage an important new product launch.
blogs play a very important role in raising a company’s search engine rankings
by providing continually updated content and incoming links. Where
websites are static and rarely updated on a daily, much less hourly basis,
blogs are dynamic and get updated often and drive interest in a site.
outsider company blogs can provide direct access to the product manager,
customer service or even the CEO, a more of a personal connection to a faceless
corporation and the opportunity to provide feedback that will be heard.
blogs can be used to provide company information, sustain company values and
culture among members of organization itself, such as employees, a specific
department or project, distributors and dealers. Knowledge blogs can provide
employees with information and insights related to their work, business
intelligence, an update on projects. Or they can be used to manage a
project itself, to collaborate or find answers to a specific set of issues,
such as employee health benefits. Because blogs (unlike email) are
archival, you can search blogs and use them as a repository of
information. When an employee changes jobs or leaves, the information
remains behind, where it can be searched, accessed and retrieved.
For all these reasons, I continue to be amazed by how reluctant most clients,
outside of those involved with the new technology, are to business blogging.
Corporate blogs are at the very heart of communications, and they are here to
I had dinner
tonight with John Bierbauer, one of the best marketing managers I have run into
and a client when he worked for Bell Labs.
We caught up and
reminisced about old times. And I am struck by what a difference even a
few years can make. When we last worked together it was on the launch on
an exciting new verification product used in EDA. We did many things to
build to the launch: intense PR, advertising, direct mail, newsletter
inserts into the industry's lead magazine, product demos, an analyst panel at
DAC, and a customer party at the Exploratorium.
Today we would
still do these things but the medium would have changed. The newsletters
would have morphed to e-zines, the direct mail to RSS feeds and email, the ads
to Google Ad Words, the product demos into webnars. The PR would be
posted to the media room on the division's website. John would use a blog to
announce and get feedback on the product. And we would all monitor the statistics and fine tune our program accordingly.
don't change, and it was a pleasure to catch up. All the best John, it
was nice to see you.