Chris Baggott's Guide to Blogging

We have been talking a bit about the new Gartner Technology Wave report. As we have seen, Corporate Blogging has been enjoying rapid adoption because of the recognition that blog marketing can be a very high ROI activity. The new tools available with the introduction of third generation blog software helps as well.

I was reminded today about a post I made way back in 2005 Quoting the book: Strategic Database Marketing...

"Data doesn't build loyalty. What builds loyalty and profits are creative marketing strategies using customized communications based on that database."

Arthur Hughes wrote these words back in like 1987 and they are even more true today.   Think about this as it relates to Search Marketing and Corporate Blogging.   Search starts with data.

That data are the keywords your customers and prospects use to solve their problems.   The goal of search marketing is to target those terms just like we would target an address in email or even direct mail marketing.

The magic of third generation business blog software is the ability to customize your blog communications based on that database.     Just like you don't want to deliver the exact same offer to different segments of your mail database, you don't want to deliver the exact same content to your search database either.

Organizing your content around topics and keywords achieves the goal Arthur Hughes set out for us.   Customize your communications based on data.