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).

About Matt Certo

Matt Certo is founder and CEO of Findsome & Winmore, a digital marketing agency based in Orlando, FL. He is also the author of FOUND: Connecting with Customers in the Digital Age and Formulaic: How Thriving Companies Market from the Core.


  1. David Burn

    “Receiving the top customer service rankings in our industry from XYZ publication,” to me, still smacks of client speak. Who really cares about such things? More to the point, does the customer care? More likely, the customer only cares about information that can help them in some way. Information that helps the brand is more of the same old same old we’re trying to move away from on blogs.

  2. Matt Certo

    Good point, David, although I think that there is a difference between the two. One is based upon fact while the other is a self-assessment. While you may not care about a customer service ranking that may not be indicative of a customer base on the whole. I heard a radio ad for (remote desktop support service) yesterday in which they noted that PCWorld gave them a high ranking. To me, that means something. An independent source citing high praise means something to me. It means a whole lot more than the ad simply saying “we have great service.”

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