Rubel’s Secret Sauce
Steve Rubel has an interesting post today about the ‘secret sauce’ of blogging. Steve’s main point is that compelling, original content is the key ingredient in a corporate blog that has staying power. David Burn seems to agree. I hesitantly agree with his assertion but I feel like it’s only part of the story.
There’s the chicken and there’s the egg. If content is one of those, visitors represent another. You can have all of the content in the world but it doesn’t mean much without a steady, building stream of relevant eyeballs–presumably attached to those with budget authority.
When you’re starting a blog from scratch, as we are, you have to create content while you participate in the conversation between the blogs of others. As an example, this post represents the latter moreso than the former. Participating in the ongoing conversation helps to build inbound links and cross paths with other like-minded bloggers. It’s probably easier for Steve to make this statement given the fact that he has a steady stream of visitors/readers.
As a sidenote, I wholeheartedly agree that simply telling us about a product’s ‘great’ attirbutes has the same numbing effect on consumers as a mild sedative. I regularly stress to clients that the focus of communication shouldn’t be on subjective opinions (i.e. our service is great!), it should be on factual, substantiated points of differentiation (i.e. last year we received the top customer service rankings in our industry from XYZ publication).