A conversation about the power of blogs as marketing was started on John Jantsch’s Duct Tape Marketing site, and picked up by friend Des Walsh on Thinking Home Business blog. Which got me to thinking: instead of writing "advertorials" for marketing messages, we should be writing "convertorials!"
Here’s what Des posted:
The more I think about blogging in a business context and especially in relation to marketing, the more I believe the key idea to communicate is that of the ‘conversation of the blogosphere’. While I experience that conversation on a daily basis, I do find it a challenge to explain it. Sometimes I feel the people I’m talking to are wondering (again?) whether I’ve really lost it. ‘Conversation of the blogosphere?’
So I was pleased to find a neat explanation by marketing expert and blogging coach John Jantsch, in his McLuhan-referencing post The Medium is the Message:
Blogs were not created to be the next great marketing tool but, over time, people realized that they liked what they could do with blogs and as more and more people used them and built tools to extend the way they were used, the character of the message that businesses were sending changed forever.
The challenge to bloggers everywhere is getting the readers (customers, clients) to participate in the conversation. Many consultants we work with report few and far between comments.
A blog should not be judged by the number or lack of comments, rather on the quality of the posts and whether it is relevant and worthy to a target audience.
For comments to start coming in on your blog, we recommend leaving comments on other people’s blogs. Participate in a discussion, stir things up a bit and you’ll see that other bloggers will find out about you and converse with you.
It’s like love, you know you can’t get it without giving it… What are some other ways to get readers to join the "convertorial?"