Bullets on Blogging

A little while ago I spoke at an online marketing conference in Mexico City. If you think public speaking is intimidating try back translating and re-translating a Spanish PowerPoint in front of 150 people on the fly... Needless to say, those were some of the longest 45 minutes of my life. At any rate, my topic was an introduction to “Blogging and Podcasting” and the possible uses of both in brand marketing. I thought it might be interesting to post some of my points on blogging as a marketing tool:

For Brands that are Actively Blogging:
• ideal place to integrate consumers into the entire marketing cycle (including initial product design)
• puts a personality or face to the message
• creates transparency for a brand
• builds added value through content for your brand’s web presence
• HIGH possibility to distribute brand truths/values here
• HIGH possibility for word of mouth through cross-blogging
• higher natural search rankings
• blogging creates conversations between:
• consumers and the brand
• consumers and other consumers (about your brand)

For Brands that are not blogging but within the blogsphere (ie: actively listening):
• one of the best ways to listen to the customer, the competition, marketing trends, marketing buzz
• get insights on opinions and preferences of consumers

Some Pointers for Branded Blogging:
• DO NOT aim to advertise
• aim to create connections and dialogues
• aim to create strong content - a draw to your brand/website
• aim to entertain and engage, be informal
• aim to have other people blogging about your brand (WOM)
• Recruit, sponsor, or reward bloggers who favor your brand - mold them into online brand ambassadors