So during the Web 2.0 conference I was exposed to continuing babel on the idea that feed syndication and blog marketing in general is yet the next one trick pony to fill all the needs a corporation might have due to unfocused marketing dollars. Here’s the general mistake with this logic… You see, yes blogs are syndicated but they are only “favored” and read often when they actually reach a level of communication the reader wishes to participate in. Blogs don’t become popular because the keywords that are included within them are presented in mass. They become popular because they represent a level of expertise and communicate clearly with skill. Even if you view briefly the blog of Robert Scoble, Technical Evangelist for Microsoft (and commonly quoted in a sick attempt to further poison the marketing industry into thinking RSS will save their jobs) you notice that rarely is a Microsoft product actually discussed on his blog. Rather he widely discusses the process and features of other companies and services. Why? It’s simple – to show expertise. To show that he isn’t trying to just sell a topic of focus.
It’s important that we look at all phases and features that come from the Internet as basic forms of human interaction. Think about it. I once bought a car from a local dealership in town… and throughout the life of that car, on holidays, my birthday, and the various days that ended with “y” I would receive a “Hey! Enjoying your car? Come buy another one!” It was extremely annoying, and when thinking about buying a new car I went elsewhere. Now, a few years ago I bought a house. After I bought the house I received friendly reminders from my Real Estate Agent on tax benefits, important maintenance tips for the house and all sorts of helpful things that didn’t push me to buy something directly, only a gentle mention through the sticker on the envelope of “We Love Referrals”. So what did this do? Must I really explain?
Think about it. When my Real Estate Agent would send me information it became almost a subconscious thought that this person cared about my wellbeing, they were being informative and helpful. A level of trust was built. When you have brand identity and brand trust, you have customer loyalty. I still to this day refer her to everyone I know, and several members of my family have bought property with her.
Now looking at customer communication in such a grassroots way we see that marketing is still about people, and that people aren’t stupid. If you treat something like a billboard, they are going to notice it as such. Just as people use banner blocking software and anti-spam software. It’s only going to be a matter of time until there is a browser toolbar with a “blog quality” meter to inform the visitor of your intent to be informative or snakeoil them.
Now, I’m not referring to corporate blogging in general here – I think corporate blogging can be a great thing. Microsoft’s Channel9 is a great place for developers as well as Microsoft’s IEBlog kept everyone up-to-date during the development of IE7. I’m talking about blogging and mass syndication as a way to continue the act of just spreading keywords throughout the net because they now are in your blog and able to be syndicated to the masses and show up on various pages everywhere.
It’s time to wake up people! You want to get popular? Be good at what you do, help the community at large and your level of expertise will be recognized and appreciated and thus your blog will continue to move upwards in the ranks.
But hey, this is just how I see it, I don’t have an MBA from a fancy college, nor do I have the word “Marketing” in my title. I am simply human, and thus a consumer.