Why do you think more marketers aren’t blogging yet?
In a previous post I mentioned that I would try and answer a number of provocative blogging questions posed by blogging panel moderator, Bob Cargill. In response to an earlier comment from Mariah Hunt, I'm going to try and keep my answers to around 100 words. Here's the question...
Why do you think more direct marketers aren’t blogging yet?
We have a questionnaire for companies that want to blog. One of the questions is “Please list any individuals within your organization that are passionate and forward thinking about the business." The joke is that some companies could read that and leave it blank. Blogging is NOT for the faint of heart and it's not just something that you can tie up in a neat little package and sell to an organization like an ad run. Corporate blogging for business benefit involves a risk and a fundamental shift in the way a corporation interacts with its customers. Most marketing decision makers don't want to rock the boat if they don't have to.
There's a risk in putting ideas / intellectual capital out there for the world (customers and competitors) to see and judge. Gut check - What if people comment and critique your ideas? It also requires an investment of time not just in the writing but also in Blogger Relations (interacting with your blogging community). The pay off for the risk is that blogging can be time well spent but it’s much more complicated than bidding for a keyword or sending out 2000 postcards.
Why do you think more direct marketers aren’t blogging yet?
We have a questionnaire for companies that want to blog. One of the questions is “Please list any individuals within your organization that are passionate and forward thinking about the business." The joke is that some companies could read that and leave it blank. Blogging is NOT for the faint of heart and it's not just something that you can tie up in a neat little package and sell to an organization like an ad run. Corporate blogging for business benefit involves a risk and a fundamental shift in the way a corporation interacts with its customers. Most marketing decision makers don't want to rock the boat if they don't have to.There's a risk in putting ideas / intellectual capital out there for the world (customers and competitors) to see and judge. Gut check - What if people comment and critique your ideas? It also requires an investment of time not just in the writing but also in Blogger Relations (interacting with your blogging community). The pay off for the risk is that blogging can be time well spent but it’s much more complicated than bidding for a keyword or sending out 2000 postcards.
posted by Stephen Turcotte @ 1/09/2006
1 Comments:
At 1/27/2006 12:16:00 PM ,
Dave Goodwin said...
According to SEMPO, 80% of SEM spend goes to PPC. This despite the fact that 70% of the clicks go to organic results: 80% of the money chasing 30% of the clicks. Blogs require a commitment to a content strategy that PPC does not. In my opinion, that's why blogging's popularity centers on SEOs and a relatively small number of web savvy marketers.
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