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RSSWhile I don't label myself a blogger -- it's something I do, not something I am -- I've concluded that it's one of the most important and enriching activities any marketer, especially a digital one, can pursue. Why? Not to experience the hype, and certainly not to join the proverbial "me-too club." Those are lame justifications for such a time-consuming, mentally strenuous activity.
But blogging is one of the best ways for a person to internalize and sensitize one's self to the essence of marketing. Because when you blog, you essentially expose your ego and subject it to the most important and intense dimensions of marketing, media, communications, networks and individual relationships. While I'm still learning and growing with this evolving platform, blogging has brought me far closer in touch with my profession than any other pursuit. Without a doubt, it's been the single-most instructive experience I've ever had on the Web.
How so? First, I learned to become one with a Web site like never before. When you single-handedly build and publish a simple and elegant online diary -- a blatant expression of yourself -- the resulting Web site almost becomes an extension of you. You begin to pay attention to every detail, from the graphical design, to interactive flow, to custom functionality. Inside or out, regardless of what others think, the creation is you.
Second, the blog forced me to better understand my community -- those individuals formerly known as the audience. I developed an innate sense of engagement based on the culmination of visitor traffic, profiles, usage intensity, frequency of comments, quality and variety of discussion, number of subscribers, endorsements and linking -- among other characteristics. I quickly bridged the gap between the individuals I thought should be in my community, and those who actually were. If you were never a Web metrics junkie, you'll become one. I already was one, but I became a bigger one.
With that understanding of my community, I learned about the powers of attraction, affinity and affirmation -- or, what sticks. I became more focused on my own content and voice. I quickly learned that talking like a human -- not a machine or a corporate voice of god -- tends to resonate with existing and future community members. I also learned to package and express my thoughts more concisely and naturally than ever before -- whether it be through text, visuals, audio or video. I also found that giving to others results in them giving back -- whether in the form of feedback, endorsements, suggestions or exposure. And I learned some tough lessons about the consequences of full public exposure.
If you didn't already understand search behavior and search optimization, you soon will. My job has provided me access to some of the most sophisticated search behavioral data available anywhere, though it was my blog that taught me firsthand the power of links and references, and how they impact the brand equity of my very own name in Google search results. (Go ahead, search "Max Kalehoff.") I learned about people's intentions and information-seeking habits, and why they're ultimately connecting with me -- and that's sometimes scary!
I also received a great education in syndication. While publishers, advertisers and agencies get caught up in site visitors, I found it interesting that I have roughly five times as many active RSS and email subscribers. And I now can understand why; I'm making it easy for others to discover and regularly consume my content, on their terms.
Finally, I've learned about the spontaneous and fluid nature of the Web and social networks. As far as I can tell, it's a very democratic and capitalistic place. It's somewhat of a meritocracy, it can be very messy, and also can self-correct. The Web is a living, fast-morphing place. You can't really control it, but you can actively participate in it.
It's this submersion in blogging -- marketing essence, really -- that has made me a better marketer.
Have you tried it?
RSS FEEDS
Wow, that was very simply put, "INFLUENCING". Isnt that what blogs are supposed to do! Well, when you talk about Marketers should blog, I think they first need to understand the funda of listening. That would then be even better for them to put their thoughts across as a blog. making it niche and then spanning across like minded consumers who would then give regular feedbacks. I am working on very similar lines and have ventired on making ablog of my own. I too have a nice battery of like minded writers who i am sure will make the blog more interesting.
Thansk for a very fruitful insight Regards, M Bhave
Thanks for your post "Why All Marketing People Should Blog". I have forwarded it to several friends to explain the inexplicable benefits of the blog. A friend encouraged me to start a blog and I did because I simply trusted his judgement. You confirmed that what I have experienced in my short blogging career, is real. I look forward to the thrill of responses.
Gerry Davidson Real Concepts http://www.realconcepts.blogspot.com
Though still a relatively junior Blogger (a Bloggy perhaps?) I have learned so much from essentially just cataloging my research online.
Thanks so much for inspiration to continue what some call a waste of time!
Kevin Moore MediaKev http://www.TivoTeflon.com/
*kicks dog*
But, more to the point about 'blogging'.
The issue at hand relative to 'marketing' and 'advertising' utilizing 'blogs' more about guts and the ability to fundamentally change industry business models.
For example, the RIAA and the MPAA and all the various corporations that support these two organizations are being dragged kicking and screaming into this 'new media' (interactive) and in the process alienating the very core customer base that they are attempting to sell to.
Why ? Because they are not willing to let go of a business model. Not only are they not listening to the desires of their customers (well produced product, high quality, non DRM) they are actively suing and prosecuting grandmothers, children and college students.
It is not about CEOs blogging, or even CFOs, but about using the blog as a platform to listen to real world feedback of customers. The problem is, if you invite that feedback using a blog, you have to not only respond, but make changes. Creating a contract like that with the consumer strike fear deep into the heart of the spine of many C-level executives.
Dell has made a foray into the Wild West of the Blogging Web with it's new blog: http://direct2dell.com/one2one/default.aspx And the result is that they are hearing what people want and responding.
That is the real issue here. Can the marketing community get their very masters to take a leap of faith and make the change ?
I agree totally and I've learned so much from my little blog experiment. I'm still learning still looking to improve but overall what you said struck a chord with me in a big way...so big I blogged about it! You can see it here...http://trulytwistedmarketing.com/?p=83.
Anyways, thanks for the insight!
I should have added that the Web also includes tabloid gossip addicts who get get their thrills by trying to bring others down. Thanks for point that out -- in verbatim!
Cindy Oster:
Do CEOs read or pass along blogs? It's also important to note that blogging in the end is a platform for consumer expression. In reality, most of us are becoming content creators, leaving behind digital trails of information for others. Our research supports that wholeheartedly.
As for CEO's reading blogs, yes they do -- in a number of ways. First, many are addicted to insider blogs about their companies. They also inherently read the blogs of many of the journalists who used to cover them only in print. Also, I presume CEOs use Google. Since Google search results often skew to blogs, it's become near impossible not to read them.
Oh yeah, many CEOs blog now as well.
- Max
such a time-consuming, mentally strenuous activity.
this guy needs to meet the 'Toos. 05/18/07 10:28 AM No commenter image uploaded dntsqzthchrmn says:
That's right, all marketing people should blog. Together. On a boat. In the North Atlantic. 05/18/07 10:30 AM No commenter image uploaded TheUpMyAssPlayers says:
Or you subject your ego to the masses for criticism, which can be fucking awesome in terms of personal growth (really).
Other peoples' perspectives (OPP!) can be eye opening.
But this guy is still a douche. 05/18/07 10:30 AM Image of KarenUhOh KarenUhOh says:
As opposed to getting far closer in touch with the work of Henry Fowler. 05/18/07 10:31 AM Image of stew stew says:
While I don't label myself a douche -- it's something I am, not something I do... 05/18/07 10:32 AM Image of momo momo says:
@stew: love 05/18/07 10:33 AM Image of The Real JR The Real JR says:
Since when has "bl***er" become a nasty seven letter word?
And will it become one of those once-nasty euphamisms that are used only within that particular community as a term of endearment like the magic N word and the F bomb? 05/18/07 10:34 AM Image of FracturedAcetabulum FracturedAcetabulum says:
"blogging has brought me far closer in touch with my profession than any other pursuit."
This is why I hate Marketing people. Well. This is one of the reasons. 05/18/07 10:35 AM Image of stew stew says:
More than I hate his douchey nerd-chic pic, I hate this particularly:
My blog endeavors have spanned my work and personal life, and, most recently, that fuzzy area in between.
I really, really don't need to know about his fuzzy area in between.
@ momo, right back atcha 05/18/07 10:46 AM Image of trix-are-for-kids trix-are-for-kids says:
"blogging is one of the best ways for a person to internalize and sensitize one's self to the essence of marketing"
i.e., to sell yourself as a useless and disposable consumer product, or, to express one's inner tool 05/18/07 10:48 AM Image of of_clem of_clem says:
I has a vomit. 05/18/07 10:51 AM No commenter image uploaded radosh says:
Blogger is something he does [sic] not something he is... but marketer -- sorry, digital marketer -- that's a freakin' identity. 05/18/07 10:53 AM Image of DeliciousNoise DeliciousNoise says:
Obviously a 19-year-old LJ'er with some mommy issues; nobody else has this kind of existential epiphany while writing about work. Except Dana Vachon. 05/18/07 10:57 AM No commenter image uploaded Birchard says:
Works even better if there's a little counter to the side demarcating click-thru's!
http://gawker.com/news/always-be-closing/unleash-the-blogs-of-marketing-261595.php
Gawker picked you up, and your post here has been added to a suicide list.
Guess they feel this ain't up to snuff. Bit too much corporate wanking here.
Try again...
I'm curious about something: I'm a seasoned print journalist in the B2B arena. I address mostly CEOs, presidents, and other upper level professionals and cover a variety of topics pertitnent to their position and (general) age. (Lot of health stuff, personal financial advice, leadership tips, etc.).
Are there any stats showing how many Fortune 500 CEO's read blogs and/or pass them along?
Thanks, Cindy Oster Skinny Littrle Girl From Cleveland Ohio
Speaking of, business value, would you have any interest in attending/speaking at Social Media Club Boston on June 14 in Watertown. Your peers at Cymfony will be hosts for "The Business Justification for Social Media."