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As for the topic, venturing into vertiacl industries can be a good way to:
- attract another, targeted audience to your blog
- show your broad, deep expertise
- give your current readers something to ponder about (view the topic from another angle)
Great post. I would simply add a few other points including:
Admit when your wrong
Don't bash your competition
Talk like a human
I think a big win for brands would be to form a community advisory board of those that understand the nature of being social and the power of the web.
Too many brands, I won't name them, think that starting their own blog simply means extending old marketing and pr methods into the social web. They are doomed to fail.
I am studying how the top brands use blogs and the social web and so far the results clearly show the wrong mindset is reflected by the wrong methods being used.
Your thoughts on these comments would be appreciated.
Great advice for the B2B blogger. Will share link to this post with a few clients today. Will add one: Provide thoughtful commentary. Bring the subject matter expertise that the media is looks for to your blog. Skip the sales pitch and offer commentary, opinions, takeaways and more.
Thanks!
Although I am 50 years old I haven't lost the essence of my birth, learn by asking questions. At 50 years old the very nature of the social web motivates me to continue to ask questions and that is why I write so much. I am searching for answers.
Thus, not that my philosophy is the correct one, I think brands and individuals would create better value by asking questions and creating a collective learning experience for all involved.
After all, when something as new as "social computing" appears and creates massive human interaction one must wonder why and no one knows the total answers yet. However, the basic human needs and behavior that attracts answers remains the same since the beginning of time.
Make sense?
I really like what Rick Short, Indium's marketer told me: “No one ever got fired for buying IBM”? Well, I think that a lot of people feel that, if they do Marcom like everyone else, they’ll be safe. They won’t. They’ll blend into the crowd and be “average”. So, having been in the industry for over 2 decades, I know this market. I know the people. And guess what??? They’re real humans!
"They have a sense of humor, they watch TV, they see state-of-the-art movies made by award-winning artists, they know good media, and they know bad media. I figure, why should these people be forced to switch off their soul when they come to work? So, I set out to get my message into their hearts by using a little emotion and a unique angle," Rick said.
Rick's amazing. Smart, eclectic and doing lots of interesting things in a company that sells solder paste. He realizes his buyers are passionate about his products and applied material science. And he isn't the only one. There are some fantastic business marketers doing very innovative marketing in industrial companies like this, and often in much smaller companies than Indium.
One fun tool for these companies to check their focus is the We-We tool at www.futurenowinc.com/wewe.htm
It's an easy way to check whether the focus of online copy is the customers and his or her needs and problems,
OR
all about the company and its glorious 100 year history blah, blah, blah.
Thanks for your post. Looking forward to reading more.
Are We Asking the Right Questions?
How Do You Define the Topic?
Who Has The Answers?
Do You Ask or Tell?
Are We Learning From The Past or the Future?
What Are The Answers?
What Are The Questions?
How Does Currency Get Created?
What Is The Currency?
Who Would You Talk To?
When Do You Have Time?
How Do You Start A Conversation?
Is The News the Answer or the Question?
Are We Wasting Time & Money?
What Did You Learn?
Lots of great stuff here for a B to B marketer like me. I really appreciate you putting the time into this as it is useful and actionable.
TO'B
That's the premise behind a lot of marketing (make them think that others want a particular thing). However, with today's online communities, it is now possible to go beyond the marketing folx and actually find out what people do want and use. On the B2B side that's the premise behind what we are doing at VendorCity (www.VendorCity.com), a site where companies can find the best and most highly recommended vendors in their area.
Even though you're not selling through the posts on your blog, you can still tap into the emotions that motivate your business clients to make the purchase. Give them tips that tap into that same emotion in other ways. Show them some of your emotions, like you said, talking about good and bad times. And like others said above, talk about how customers are benefiting.
Tracy
You are also writing towards people who may not be a direct buyer, but they may;
a) Influence the buying decision strongly
b) Recommend your blog entry to a potential prospect
c) share the entry that gets read by a prospect
This is a "peripheral audience" and follows the concept of sharing. And we all know recommendations from people we trust are important. The other thing I keep in mind is that it may get printed and shared amongst peers.
Socialutions for Business http://www.relationship-economy.com/?p=1033
Has The Game and Rules Changed http://www.relationship-economy.com/?p=1057
What Are The Enabling Factors?
http://www.relationship-economy.com/?p=1072
Chris writes the shiny concrete polish salesman should be blogging "if his user base is online." However, he may be able to participate in discussions with key influencers if his direct users aren't online.
Terrific points Chris! Thanks for posting.
Almost a year ago I posted a silly video called "How a Sewing Machine Works." It was my most popular post and still gets hits almost every day.
I also post occasionally on something that has nothing to do with business, but that I think readers will find interesting or helpful.
I have no illusions. I'm no journalist. I'm not an expert or a guru. I'm just a guy who works for a company that's chosen me to be their online spokesman. I talk to people on the blog the same way I'd talk to them in person.
Good advice - seems like a good idea to me.
@Webconomist- I didn't include that, but you're right. We do have to remember that we're doing a lot of marketing that's side-edged from the true main person. Great point.
@Tracy - Love your point. Emotions drive humans, even when some choose not to admit it.
@Jay - great list of post questions. I like them.
@jpower - thanks for the info and the links. Very useful.
@T'OB - I'm glad I could be helpful. Glad you're here.
@JC - you're taking the approach literally at VendorCity. That's for sure.
@Stu - thanks. I'm glad that resonated for you. : )
@Linda - I'm glad you stopped by, and I like your point of view on this.
@Luke- I didn't thank you earlier, but should have. Thanks!
comments and feedback welcome
1) Think like a customer: You touched on this one, but I talk to internal folks about this one all the time. When writing a post, forget the Dell agenda and think about the topic from a customer's perspective. Many times that runs the gamut from someone who is not familiar with the topic to someone who lives and breathes it. That means thinking through a lot more than conveying points you want to address.
2) The human aspect matters: Customers want to connect with a person, not a corporation.
3) Get your head out of the sand: Plug into ongoing conversations in the broader blogosphere that aren't directly tied to your company.
Lionel Menchaca
Chief Blogger, Dell Inc.
Good stuff Christ - thanks for the helpful ideas (I'm putting together some thoughts on a marketing workshop designed around the topic of B2B and social media - good foundation!) If I use anything - I'll give proper attribution!
-Randy
Technically, I'd try learning how to write headlines myself, instead of relying on software, though.
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I recently registered to this forum www.chrisbrogan.com and hope that anybody can
help me with the forex - I am looking for an introduction
for beginners. I have already a little knowledge about shares. (Hope this is the right category.)
Help is so much appreciated. Most important question: can a noob make money on the forex market?
Thanks,
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And it looks like a interesting forum, so just wanted to say hello! :):):)
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