My name is Chris Baggott & I'm CEO of Compendium Blogware. 
I was happy to see some great press today from my friend Dustin Sapp, managing partner for data-driven voice messaging software company Vontoo. Dustin&Vontoo have a soft spot in my heart, because the were the first customer ever for Compendium Blogware.
I love getting AdAge every week. Although it's print, the headlines are enough to hopefully get marketers of all stripes to realize that the old way of interruption marketing is doomed.
Invisibility is a dream of many....BUT NOT A GOAL OF MARKETERS! 
"No, not anymore. These days, in the Internet Age, marketing is sometimes about the company being the prey.
The role of marketers has long been to hunt out clients and, with the aid of salespeople, capture this prey. However, particularly with the maturation of the Internet, the tide is turning. For instance, in the vacation market now, many people hunt out the holiday they want themselves. They use the Internet to find and then make choices, sometimes interrogating potential sellers online. In industries like this, the role of marketing is to make sure that a company's products or services are easily found online, and that the company responds effectively to potential customers."
This is what I'm talking about when I advocate for data-driven corporate blogging. A blog page is the most search optimized page you can possibly have to target a single phrase. The key to search success is to have as many blog pages as possible targeting as many terms as possible. It's the marketers job, not to hunt, but to be found. Blog best practices require that you target as many potential keywords as possible.
"When I use a search engine for consumer research, I'm thinking in terms of the specific thing I'm looking for, not a specific brand. Generally, when I start, I will not use a branded search term. I am building a consideration set. Yes, I likely have brands I have an affinity for, but I won't explicitly include them in my query. I'm looking for the search engine to provide me some alternatives to consider. Typically, searchers will look at four to five results before making their selection. These are usually the top sponsored, and the top two or three organic, results. This represents the prime and very limited "shelf space" of the search results page. If a brand appears that the consumer has an existing affinity for, the chances are good that the site will capture a click-through. If the brand doesn't appear, the company has likely lost the opportunity to connect with a consumer that will soon be ready to buy."
"....the act of searching is done with the left brain. It is a rational, logical interaction, not an emotional one. That's why text-based advertising does well, and graphic or rich media doesn't. We're intellectually engaged in a task, and we're looking for information that will help us succeed in accomplishing that task. We're not looking to be influenced by an emotionally charged message. In fact, we block anything that smacks of overt commercialism or looks like advertising out of our consideration."
"In survey findings presented by JupiterResearch at Google's TravelThink event in New York, 94% of travel executives said online advertising would provide the strongest return on investment compared to other media in the next 12 months."Prospects in both B2B and B2C are still out there...but they are fewer and farther between. You can be sure that they will be doing a lot more research. How are you going to stand out and be found?
I know, it’s out there….but make no mistake…it’s out there.
Obvioulsy, this is our core message with regard to Corporate blogging and it's role in widespread Search Engine Optimization.
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