Online Marketing Blog

A friend of mine who is an experienced corporate marketer started a new business. The store just opened and being the good pal that I am, I was able to provide some advice regarding marketing on the web – specifically regarding blog marketing.

This is a new small business, so considerations for what to do about a web site included: cost, functionality, flexibility, ease of maintenance and marketability. The web site needed to serve as both an online representation of the business, but without transactional functionality, as well as a host for landing pages used with email and PPC campaigns.

My recommendation for a low cost, easy to use and search engine friendly content mangagement system? Blog software.

Take a moment to think about, and count, the number of B2C social media success stories that pop into your head.

I’ll venture to guess that you could immediately name five to 10, if not many more. From Ford to Dell to Zappos to Best Buy, B2C social media winners – those organizations that caught on early and created a cult following of brand cheerleaders via the social web – are hard to miss.

But how about the B2B social media winners? I’m guessing these weren’t as easy to name.

And yet, there are just as many B2B organizations successfully conquering social media. While their stories might not be as well-known, we think these 5 B2B social media winners are doing a pretty doggone good job. Tell us if you agree.

As more companies, marketers and industry professionals flood the web with content, the value of those with a true understanding of content marketing keeps going up. More noise increases the value of signal. If your content marketing defines you as that source of signal, you’ll consistently be found, referenced and chosen ahead of competitors. With 6 in 10 marketers spending more on content marketing in 2010, now, more than ever, is the time to find where content fits within your marketing strategy.

Some statistics from Technorati’s 2009 state of the blogosphere back up the efficacy of content marketing:

• 15% of bloggers say they are paid to give speeches on the topics they blog about

Recently I posted a series of informal poll questions about blog SEO on Twitter to gain insights and feedback which were leveraged to construct a more in-depth survey.  I used the longer survey to collect information on how companies are using blogs for search engine optimization purposes and what kind of impact those efforts have. Essentially, I wanted to get opinions on and answers to: “Are blogs still important for SEO and why?”.

The topic of business blogging and search engine optimization as distinct and synergistic tactics have been explored here many times. A large number of companies are familiar with the process of starting a blog, but few have experienced the challenges of maintaining and growing a blog for more than a year.

Understanding long term benefits is key to sustainable business blogging.

With the blogosphere churning out nearly 1 million posts every 24 hours, an unstoppable river of content flows over the web daily. It’s daunting, especially if you’re new to online publishing.  The good news is it’s still very possible to succeed, even if you’re just starting out today.

Developing affinity with a group of readers who will actually take the time to link, comment and share your material requires a commitment of both resources and creativity – this is common knowledge.

But all other things being equal, you can and should give yourself an extra advantage by developing a unique brand for your blog. This is beyond being organized and having a plan, this is about standing out in a world of infinite choice.

In an online world that increasingly values the 140 character message, keeping campaigns, strategies and tactics short and sweet is the best approach for engaging audiences. To celebrate the succinct, we’ve created the following search marketing Haikus for your weekend reading pleasure. Enjoy!

[Note from Lee: I edited some of these so any of these that are bad would be my fault. The good Haikus are all Dana and Ashley.]

Search Engine Optimization

Social Media

Blog Marketing

Online PR

Email Marketing

Feel free to share your own Haiku or any other search-inspired poetry, and keep the creative juices flowing!

[Photo credits go to: shapeshift, TahoeSunsets, Juliana S. ]

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 After being a fan of Copyblogger and other projects, Brian Clark was kind enough to do a panel on SEO I was moderating at BlogWorld. Then I ran into him again recently at Affiliate Summit thinking each time what a great thing it would be for our readers to do an interview with him for Online Marketing Blog. 

Brian is a fantastic writer and marketer, recovering attorney and someone that over 50,000 people have decided to subscribe to at copyblogger.com - one of the most popular blogs on the internet.  Brian has a lot of what people want: knowledge, talent and success.  Read on to tap into some of that Copyblogger goodness.

How did you go from being a lawyer to an internet entrepreneur?

Build a strong following and community and you have an army of brand advocates, especially when those advocates have a voice and a following of their own. As companies and agencies become more savvy about monitoring the social web, it’s important to understand what stage each voice is coming from and where they might go.

Here are my suggestions for 6 stages or types of blogger brand involvement:

1. Blogger mentions a brand – Sentiment could be anything: agnostic, positive, critical feedback, negative/dissenter. But it is hopeful and not cynical.  Of course this is not an evangelistic activity, but it is often the starting point.

2. Blogger reviews product/service associated with topic, interviews topic author, reaches out and create dialogue.

There are many benefits to publishing a business blog and improved search engine visibility is one of the most popular.  It’s pretty common advice to hear: start a blog and the fresh content will attract links, improving your search results.  Such tactical advice can be very effective.

Unfortunately, the advice gets filtered and distorted, not unlike what happens in the game “telephone” kids play. Pretty soon one or more blogs are implemented for the sole purpose and expectation of improving search engine visibility and nothing else. At least nothing else that’s accountable.

What’s wrong with this picture?   Blogs started solely for SEO objectives will inevitably fail.

Here are a few reasons why:

I wonder how many people reading this blog right now work for a company that:

1) Doesn’t have a blog
2) Has a blog but it’s on life support
3) Is considering blogging but not sure where to start
4) Has been blogging for a while, but wants to make it to the next level

Well, I’ve got some really good news.  On the heels of the OMMA New York conference Sept 18-19 comes Blog World Expo in Las Vegas Sept 20-21. What better place to have the world’s largest conference dedicated to blogging than the city that never sleeps because most of the active bloggers I know don’t sleep either.

With over 100 million blogs tracked by Technorati, there is a tremendous amount of momentum and motivation for businesses to take advantage of all the marketing, PR, support and revenue opportunities that business blogs can bring.

Sometimes it seems there are more “blog consultants” than there are business blogs due to the ease of using free blog software like Blogger or Wordpress.com/Wordpress.org. What’s easy to get into is also easy to get out of and many business blog efforts that started out with optimism have petered out like a car out of gas.

Dying corporate blogs (hat tip mykl) are completely avoidable, especially if you understand why they often fail and plan accordingly. Here are 5 of the top reasons why business blogs never make it.

This session at Media Relations Summit includes Tac Anderson from HP, Jennifer Cisney from Kodak and Robert Scoble from Fast Company.

First up is Tac Anderson from HP, who shares a specific example of a tactical execution of a blog. HP has had bloggers for 3 years. 60+ blogs.

Example of using a business blog as a competitive response. Xerox announced a change in pricing. Charging more for the printer and less for the consumables – ink and paper.

The next day, HP blogger Vince Ferraro responded followed by analyst responses. Ensuing media coverage became more about HP’s response than the original Xerox announcement. HP was able to instantly get their viewpoint into the coverage by using a blog.