Branding with blogs

91541 Resource 76096 24 24 1116351289258 1116445766680 Controlled Boston Herald: Branding with Blogs

The use of weblogs for deeper conversations and RSS for greater reach is starting to make sense even to the publishing industry. But the more important issue--sustained competitive advantage--is possible by understanding "time-to-relevance".

It's no secret that advertorial blogsites are one way to extend the reach of your message, but let's be clear about the verbiage.<blockquote>"From a brand marketing, corporate marketing point of view, RSS technologies allow a company to reach a customer directly and develop a personal relationship with their customers" – Shelley Ballarino, <a title="IDG" href="http://www.idg.com/" target="_blank">IDG</a></blockquote>I think what Shelley means is that weblogs enable personal conversations with customers, and RSS extends the reach of your conversational message. The two combined create some degree of create competitive advantage. I agree.<blockquote>"The companies that do that first will have a competitive advantage." –Shelley Ballarino, <a href="http://www.idg.com/">IDG</a></blockquote>Clarification—there's no argument that first-movers typically enjoy competitive advantage. Sustained competitive advantage, however, is possible with blogs and RSS, but not guaranteed. If your blog team isn't as skilled as your competitor's blog team, your first-mover advantage will quickly dissipate.However, given any subject (or blog post) a skilled blogging team can maintain a first-responder advantage. Maintaining relevance in the blogosphere above and beyond all competitors requires many skills and few technologies exist to compensate for the lack of such skills.Sustaining a competitive advantage with blogsites (and RSS) is about reducing the time-to-relevance—a new concept for most companies, but well understood by "A-list" bloggers. 9 application/xml false advertorial blog branding Boston Herald Charlene Li Forrester online branding RSS branding time-to-relevance Branding with blogs Both blogging and RSS feeds will have a major impact on publishing, because news readers can now control which type of articles they would like to read, but MetroWest organizers of a conference this week say publishing is just one of many industries that should be paying attention to the online trends. http://www.metrowestdailynews.com/businessNews/view.bg?articleid=98695 Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; {A616E9AA-0643-09A4-D454-5C78ACBBFC9C}; MyIE2; .NET CLR 1.0.3705; .NET CLR 1.1.4322) 67.166.57.6 67.166.57.6 bfrench false true false false true 174050 false false true false false false true 76096 blog blogsite/Blogsite/web