Why all marketers should blog
Michael Pollock
I've authored, contributed to and built several blogs over the past
four years.
While 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?