Blogging has not reached the hinterlands…

I am having an email exchange with a marketing consultant I really care for, and she writes:

My target audience is really Directors and VPs of mktg at large technology companies. I’m not sure these folks are going to find me because I have a blog.

My response was: Only if they use the internet to find you…  🙂

I feel like I am trying to explain the use of fire.

See my earlier posts:
The quest for fire
Explaining Blogs – lighting candles in the wind.

I am more convinced every day that I need to gather up the blogging  examples I have collected and package them into a small book with large print, simple diagrams, tables and quotes. It probably should be titled, Blogs are your Future.

I wouldn’t sell it, because the people that need it already have a solution (media buys and websites). I would print it and give it away, if necessary, to save myself from sending the same emails, over and over.

Why is the blogosphere so hard to explain?
What is your solution, when friends are pursuing 20th century solutions?

This entry was posted in Basic Business Concepts, Weblog as Power Tool. Bookmark the permalink.

0 Responses to Blogging has not reached the hinterlands…

  1. Linda says:

    David, my only working solution so far has been to take people by the hand and sit them down in front of a blog.

    I wish you’d been by my elbow last week when I was in a meeting with management and engineers, trying to explain and demonstrate what a powerful tool a team blog would be:
    *one engineer wanted to know why we couldn’t just do a forum;
    *another engineer didn’t get it at all (read: ‘Yesterday’s Expert”: “But I’ve already indexed all my old emails behind an IIS server! That should be searchable!”);
    *a third engineer became defensive because I revealed that our agents hate the index/IIS server solution — we can’t find anything, and he’s the one who maintains the server;
    *three engineers are enthusiastically behind it (they all came from the agent pool);
    *one manager had no clue what I was talking about, but thought that the tool looked really cool, and was impressed mostly by my Power Point presentation;
    * the other manager will adopt and support the idea, only if I can propose a solution that will allow for the content of a team blog, and for the content behind the IIS server, to be indexed by one search engine.

    Since then, I’ve gone to each person in turn, and shown them (again, but this time one-on-one) the sample blog I set up on a spare system. I’ve helped them each create, categorize, and publish a post. I’ve shown them how content can be managed, how multiple authors can collaborate, and how efficient categorization can be. I’ve shown the sample blog to my fellow agents, and they’ve begun actively lobbying on its behalf. (There’s been a constant stream of people in and out of the managers’ pods since Monday afternoon.) Opinions are slowly turning, but I swear to Bog, it’s like trying to get toddlers to queue up.

    I’ll let you know how it goes, but overall, people can’t understand how powerful a blog can be until they do it for a while and actually accomplish something with it. Experience, and not anecdote, seems to be the key, my friend.

  2. Wow! What a hoot that could have been!

    We could have done a tag team match, with one of talking and one of us blogging, then we would switch and hit hem from another angle.

    Covering the various aspects of offensive (marketing) blogging and defensive (PR damage control) blogging with real-time examples of what their customers and competitors were saying would combine anecdote and experience.

    I wonder if any of our blogging readers have done that?

  3. Interesting that this supposed marketer was trying to REACH marketers at TECH companies and didn’t understand blogging. I so often find that tech company marketers are the ones that know the least about technology for marketers.

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