Blogging to differentiate? … BS!!!

B.L. Ochman reports on a few of the key conclusions in eMarketer’s 15-page, $695 2006 Business of Blogging report. One, in particular, I want to comment on:

Blogs are a great way to avoid seeming interchangeable with competitors.

With apologies to Marshall McLuhan, here’s the glaring flaw with this thinking…

Blogs are media.

A method to deliver a message.

Media can deliver a great message filled with personality and vitality … or it can be used to deliver meaningless, stiff, corporate drivel.

A blog, in and of itself, will do nothing to differentiate yourself from competitors. (Blogging advocates aside, the “oh jeez, another blog” point is here or fast approaching.)

A well-done blog … with personality, insight, interactivity, mythology and compelling discussion … can revolutionize a business.

Of course, all of those things can be done, in different ways, using traditional media, too. That’s a topic for another day … for the moment I’ll say that if you don’t focus on integrating those things in your [store experience, direct mail, phone scripts, packaging, product design, web site, store experience, welcome package and dozens of other things] you are making an enormous mistake.

{ 16 comments… read them below or add one }

1 Anonymous August 26, 2008 at 8:29 pm

Hello.
Experience My Silver City’s commitment to bringing you the best in Tiffany replica and Bvlgari replica.
Customers are constantly amazed by the quality and the design integrity of our fine replica silver jewelry.
Titanium jewelry, jewelry stores, diamond jewelry, silver jewelry, body jewelry…Considerable quantity of collections…
http://sites.google.com/site/mytitaniumjewelry/
Thanks.

Reply

2 Anonymous February 29, 2008 at 10:25 pm

Hi there,
My name is Nicolas and this is my first
post. I didn’t find relevant
thread to post this, and I am sorry, if I posted inappropriately,
please advise the right
thread.
Early last year, I came across information about
investment private clubs, that are not readily available to the public. The profit percent, which one could
receive by investing in such funds, seemed
surprisingly high at
first, but as I investigated more feedbacks about them, I joined selected ones too. As
of today, I consider
myself to be the successful
entrepreneur. To take my online adventures on the next level,  I
established the blog, which
is always updated with detailed information
about selected programs. To see my current picks, here is the link.
I would appreciate
your feedbacks.

Reply

3 Anonymous November 13, 2007 at 12:26 pm

Good day! Me credit is good enough. I am an active traveler therefore use frequent flier card to earn bonus miles. Now I am looking for one more rewards card. I am going to apply for a new one online at the site. But do not know for sure whether it is a real site or not. Could you answer me as soon as possible?
п»ї
hiohwrkhcsnzd

Reply

4 Anonymous November 8, 2007 at 3:12 am

Your site found in Google: http://google.com/search?q=gyq

Reply

5 Anonymous November 8, 2007 at 3:11 am

I have visited your site 224-times

Reply

6 Anonymous October 4, 2007 at 9:03 am
7 Anonymous October 4, 2007 at 7:05 am
8 Anonymous October 4, 2007 at 2:43 am
9 Anonymous October 4, 2007 at 2:03 am
10 Anonymous October 4, 2007 at 2:02 am
11 Anonymous October 4, 2007 at 1:14 am
12 Anonymous October 4, 2007 at 12:38 am
13 Michael Cage July 17, 2006 at 9:44 pm

No doubt, and I agree with you.

I was really using that bullet point as a jumping off point. In the community at large … there are so many “if you just blog, all your woes will go away” advocates who believe that it is the *blog itself* that is the answer … as opposed to how the blog is used. It’s a huge mistake (I know you know this) … and I like beating the drum when the opportunity arrives. grin

Thanks for stopping by, and I’ll edit in the correct year.

Michael

Reply

14 Michael Cage July 18, 2006 at 2:44 am

No doubt, and I agree with you.
I was really using that bullet point as a jumping off point. In the community at large … there are so many “if you just blog, all your woes will go away” advocates who believe that it is the *blog itself* that is the answer … as opposed to how the blog is used. It’s a huge mistake (I know you know this) … and I like beating the drum when the opportunity arrives.
Thanks for stopping by, and I’ll edit in the correct year.
Michael

Reply

15 Anonymous July 17, 2006 at 9:38 pm

Actually, I was reviewing the 2006 report. You make a good point, but I see no reason to assume that they meant just having a blog would be enough to distinguish your company from your competitor. In the rest of the report they discuss research about what makes blogs popular.

Reply

16 Anonymous July 18, 2006 at 2:38 am

Actually, I was reviewing the 2006 report. You make a good point, but I see no reason to assume that they meant just having a blog would be enough to distinguish your company from your competitor. In the rest of the report they discuss research about what makes blogs popular.

Reply

Leave a Comment

Previous post:

Next post: