Posts Tagged 'blogging'

Twitter raises the importance of content creation

I’ve found the frequency of my blog posts has gone down.  I’m not alone in this discovery.  While this has happened, I’ve also found my consumption of great content online has gone up.

Why?

In both cases, Twitter.

I think longer term, the real-time aspects of Twitter will remove some potential noise (re-blogging, heavy link blogging, etc) and point a brighter light on great content being created AT THAT MOMENT.

Conversational Media is a Discipline, Just Like SEO/SEM

Until recently, most major brands either ignored search marketing, or, at best, considered it a ‘lesser’ discipline than other marketing programs.  In some cases it still is, but by and large, marketers now recognize that search is an integral piece of any integrated marketing strategy.

Conversational (Social if you prefer) media and marketing seems to be following the same trajectory. Conversational marketing is loosely defined as a marketing discipline that helps brands join and engage with communities in an authentic, transparent way that adds value to the ongoing conversation that is the social Web today.

Most brands are still very new to the conversational marketing discipline and its underlying concepts, even though it is every bit as important as a robust search marketing strategy. The case could be made, in fact, that conversational marketing is the more valuable of the two. When done well, conversational marketing has the ability to create connections with customers and elevate the organic search rankings of brands in a way static messages simply can’t while also creating stronger connections with the brand outside of the search realm.

Why?  Because search loves conversational content.  If the conversation is negative, your presence in search is equally negative.   Look at the launch of Blackberry and Verizon’s Storm smart phone. The phone launched to much fanfare and incredibly robust sales. But, they appear to have a problem. Many consumers are unhappy with the product and they are returning it in droves.  Take a look at this screen grab of Google search results for “Blackberry Storm Returns.”

blackberry-storm-returns-google-search

Both Verizon and Blackberry voices are represented on this page but the top result is a blog (Silicon Alley Insider, a site I represent through my employer Federated Media)  discussing the high return rate for the device.  Imagine the person who is researching the return policy before making the leap to buy the Storm….

As another example, take a look at the search results for “Unilever.”

unilever-google-search

Take a look at the 5th result.  It points to the following video on youtube:

This isn’t the conversation Unilever is looking to stimulate around their brand.

Can you eliminate these situations?  Of course not.  But your brand can and should be addressing these situations and focusing on creating a conversational platform that allows for authentic responses to negative conversations as well as stimulating conversations that reinforce your brand position and promise.  In the future, I predict that conversational marketing techniques will be universally incorporated into every marketing strategy just as search and SEO are now considered necessary techniques. Many brands already have and they are reaping the benefits.  Just like brands that have incorporated search into their broader marketing initiatives, brands that embrace and incorporate conversational marketing techniques will have a distinct advantage over brands that choose to ignore or segregate their work from broader messaging.

Once again, Despair.com says it all…

If you don’t know Despair.com, it is time.  Link to this item found here. Quite possibly the most entertaining ecommerce experience on the web is just a click away.    Check it out.

Corporate Blog can replace press release for SEC messaging

This could be huge.  More here.

Better than any press release – a CEO blog

Jonathan Schwartz’s blog foreshadows the future of corporate PR.  Take a look at his post on the acquisition of a new company.  He even points to the blog of a CEO of a partner company to highlight that partnerships take on the acquisition and what it means for the partnership.

Not every CEO can/should do this but we will see more and more of this.  As a shareholder, and industry watcher, and a partner of Sun I find Schwartz’s blog a great way to stay on top of where the company is going.

Scott Karp – To understand web publishing you must use the tools

I’m a big fan of Scott Karp. Scott does a great job of tracking the shifts in the media business. This post charts the disconnect between traditional publishing and “new media” publishing. In short, journalist using antiquated CMS tools that were built to adhere to established print publishing (or TV) workflows don’t receive any of the advantages that a guy like me with a free wordpress account would.

To borrow a well know marketing tag line – “Just do it.”

While this is extremely important for web journalists, I would say that marketers, salespeople, etc. should give it a go as well.

Why do so many big media companies seem to ignore these tools while smaller, more nimble independent authors sitting on publicly available blog platforms steal their audience and advertising dollars? Because so many of the people that sought out the tools left their organization and the need for different tools mandates a different organizational structure. Finally, if you spent millions customizing a CMS system would want to be the person that explains how 2 guys and a ~$2000 Movable Type or WordPress support contract is doing a better job at attracting an audience and the search engines that deliver that audience?