The Science of Marketing

In a recent post on Bizmark Tech, Deb calls our attention to some pointers by Suzie Gardner on what makes good material for a company blog.  One common thread that runs through most of the content areas she lists is information, and I couldn’t agree more.  If you want your company blog to become a resource for your customers, partners or anyone in your ecosystem, you have to give them something that’s useful, something that’s relevant, something they can’t get anywhere else.  You have to inform them.

What types of information should you provide?  Well…whatta you got?  I’ve seen high tech companies that are sitting on top of mounds of data about performance and security create blogs around this information – becoming authorities in their respective industries and generating massive media coverage because of it.  I’ve seen a building safety equipment vendor centralize publicly available research and legal information on its blog, providing a resource for its audience and creating awareness for its solution.  And I’ve seen an executive at a storage hardware vendor use his blog to discuss trends in data management and backup strategies, using his unique viewpoint to promote his company’s differentiation.

The point is, the people you want to communicate with are just outside your door, and they’re looking for useful information.  Chances are your company has some inventory of information that nobody else can provide to them.  By sharing this information with them, you can open the door to new conversations that position your company as an expert, as a resource, as a partner. 

The only question remaining are – what useful information does your company posess, and how can you leverage it on your blog?

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