A new survey from the Search Engine Marketing Professionals Organization (SEMPO) shows that both advertisers and agencies are ramping up their spending in Search Marketing, particularly organic SEO.  This shouldn't be shocking news, as Search Marketing has steadily grown, and will continue to grow as less and less people use destination websites. 

It's not rocket science.  If I am looking for a particular brand of jeans, or a specific tea pot my mom was talking about, I search.  I Google "cast iron asian tea pot", and start my research. 

As the survey shows, advertisers are increasing their organic SEO by 28%, and agencies by 73% (the highest increase of all the categories!).  So what does this mean?  It means companies are trying to optimize a traditional website to be found on many different keywords.  The only problem is a website will only be able to capture a handful of keywords.  There are hundreds, thousands of different ways I can search for that tea pot.  As a business who sells that product, I need to cast a wide net and be found on as many of those terms as possible. 

Don't believe me?  If you have 5 minutes, check out this Whitepaper that discusses how traditional SEO efforts pale in comparison to a corporate blogging solution when it comes to organic search.

I've been trying to find a new briefcase for work. My intent was to purchase a really nice one -- like Tumi quality because I keep buying cheapos that look nice and then fall apart in a few months. Except I didn't want a Tumi because...well, I just don't like their styles all that much.

So what did I do, given that I knew exactly what I wanted, just didn't know who to buy it from?

I searched. I typed in "best women's black leather briefcase." Talk about being a dream prospect. I used a lot of descriptive keywords to indicate exactly what I was looking for.

Okay, so of course you're wondering what my briefcase dilemma has to do with you.

Well, as a marketer, I'm guessing this is the biggest problem on your hands.

You want people to find you. You want people to find you online. And you want people who don't know a bit about your company or brand to be able to find you online.

What you may not realize is that starting a business blogging program can help you solve this problem. Taking it a step further, a blogging solution like Compendium Blogware will help you target hundreds or even thousands of terms that have something to do with your company.

Believe it or not, people are going online and looking for the products and services you provide every day. They aren't necessarily looking for your company, your website, or your company blogs, but they are asking for something you can help them with.

Yet how satisfied and happy would they be if they did their search, found a result titled exactly what they were looking for, and clicked through to find a blog featuring friendly, educational content generated by several people within your company, and a way to act upon exactly what they are looking for, whether if be making the purchase directly from the blog or just requesting more info?

I'll end this with 2 things:

1. A really relevant quote from William Flatz of Avenue A/Razorfish

“People don't go to Web sites anymore. Web sites come to them. This is, perhaps, the best way to explain the impact of search on the online experience.”

2. My briefcase outcome. After picking through countless websites for places like LeatherTree.com, I decided that I'd had enough and went straight to Target, where I spent $30 on a new briefcase. Sigh. Briefcase retailers, are you out there? It's time to start blogging.


I admit, I have a slight Facebook addiction and through my self justification of this time waster --- I realized a few of the reasons I am so addicted to Facebook:

  • There is always something new to see, whether someone has added new pictures or updated their relationship status.  I believe there is some certain interest in anything new --- most of these 'new things' I couldn't care less about in real life and would never seek out the information -- but its there right in front of my face and NEW so I look at it.
  • It's real --- real people, that are also at their computers updating their status, adding pictures and adding friends.  These people are LIKE ME.
  • Pictures and videos -- I read all day...emails, the paper, notes...how nice is it to see engaging PICTURES and VIDEOS.  The cheesy line of "a picture says a thousand words" isn't too far off when it comes to looking through someone's Facebook photos.
The thing is...these three things are the same reasons that blogs are so great to engage prospects!  Now, being focused on business blogging, my end goal isn't to get someone to visit my corporate blog five times a day, but it is to engage the reader and the same tactics that make social networking so addictive can work, even for the non-social networkers that are out there searching for the solution to their problem on search engines -- having a well search engine optimized business blog that includes the newness factor along with real, human interaction (showing people that I am normal and like them) and having some great engaging videos and pictures can be a great tactic to engage your prospects in a deeper conversation to learn more about your business, just as Facebook can be a great place for individuals to learn more about one another (whether necessary information or not).

I know that sometimes I get writers block when I sit down to write a blog post. When I get stuck I always start with surfing the net and reviewing some of the most popular blogs for good ideas. I find that reading other blogs helps me develop better concepts/topics and gives me ideas on content formatting.

Finding blogs online is not a problem the problem is narrowing it down to the most popular and relevant blogs. The best place to start is to use the top lists that are already out there....


In an article from Duct Tape Marketing, by John Jantsch, he talks about the benefits of hosting a blog on your own server.  This is a feature that Compendium Blogware provides for you.  There are many benefits to NOT hosting your own software. 
  1. You do not have to learn how to apply the upgrades to your existing software.
  2. We walk you through any questions that you might have so you fully understand the functionality of your software.
  3. Any problems that you experience with "free" blogs, you are expected to fix.  We take the guessing game out of it by fixing the issues for you.
  4. Our company is open for suggestions that you have for product requests.  Therefore, you get to use a software that you are comfortable with. 
Our blog hosting software is always changing and improving to fit the needs of our clients.  If you are considering utilizing an organizational blogging platform look no further than Compendium.

One of the blogging problems that people constantly wrestle with is how long their content should be.  In the world of blogging there are two types of people that you will typically run into.  One is the "thought leader-must write an essay" type.  The second is the "keep it simple so people will read this" type.  Which type are you?

We tell our clients that best practices for a blog post is anywhere from 2-5 paragraphs.  This keeps your readers engaged.  They are able to find what they need in a blog post rather than digging through piles of information.  If you find yourself writing posts that are 10, 11, and 12 paragraphs then it is time to shorten them up.  You can also split them up into several posts or have them as a series of posts.  Big League Tours is a client of mine that does a fantastic job with this. 

Of course, you will still be seen as a thought leader even though you are not writing essays.  The next time you go to post a blog, keep these blogging tips in mind.  If you are spending an hour typing up a post, that is way too much time.  Remember to keep it short and to the point.  You will gain new readers and people will potential subscribe to your blog because they will care about what you have to say.


I don't care what kind of business you are, or what industry you're in. Your acquisition dream is probably pretty similar to mine. And it goes something like this:

1.    A prospect that knows nothing about your company "Googles" a problem or a need that you can solve.

2.    The prospect sees your result on the first page of Google in the organic results, and the title of the result matches the phrase, which causes them to click on it

3.    The prospect lands on your webpage, does around 60 seconds of credibility checking, reading, light research, and likes what he/ she sees.

4.    The prospect notices that there is a way to engage with you immediately and contacts you to start a conversation.

My dreams come true on a daily basis because of our corporate blogging program, and today was no different. Here's what happened:

1.    A prospect with no knowledge of Compendium or our blogging platform "Googled" what the needed -- "Blogging Solution”

2.    Prospect found Compendium’s “Blogging Solution” blog as the #1 organic result. Prospect clicked on blog, did brief research

3.    Prospect clicked on "Instant Chat" available in the sidebar of the blog and immediately engaged with someone from our staff.

How can you make this happen for you? Well, funny you should ask...see that little "Instant Chat" ad on the side of my blog? Go ahead and click to talk to us. We're ready to share our blogging secrets anytime.

Individuals and organizations who are using some of our competitors (and for sake of being respectful, I will not name names) are running into problems with people commenting on their blogs.  A reader will leave a negative remark and the accused has no way of monitoring or deleting the comment. In fact, there have been some lawsuits over unlawful statements and comments that are made on blogs and websites. 

In a recent article by Wendy Davis, Roommates.com was sued for civil rights violations.  With this said, our prospective clients are usually nervous when it comes to the commenting portion of our business blogging software.

Our blogging platform allows the individual or company to view all comments before they go live.  Compendium's advanced system give them the power to approve and decline all comments that people leave. Therefore, nothing will be shown on your blog site that you did not approve.  To view what our comment section looks like, you can view my blog.  Additionally, our comment section requires that the reader fill out a captcha which does not allow for people to spam your site.


Okay, I'm back to my comments about the Forrester report saying that B2B blogging is on the decline.

In my last post, I tackled one of my primary concerns about the report: The audience surveyed.

Now let's get to the heart of the matter: The message.

As a person with a marketing background, let me say that I think Forrester is a great resource and historically has turned out some pretty great whitepapers, studies, and analysis. But boy, I think they really missed the mark on this one.

My biggest problem with this whitepaper is the core message, which is that marketers should view business blogging as a way to build a community. Whether you are  currently thinking about corporate blogging or have already started down the path, just promise me that you will not make this same mistake.

Why do I think that it's a mistake to consider the major goal of blogging to be community? Because it's impossible, intangible, and quite frankly, it's not going to generate business for your organization.

What markets have to understand is that the goals of a blogging program are really no different than the goals of every other marketing effort that we put money into: generate new business opportunities, and make money.

I'm sorry, but I'm going to have to quote Jerry Maguire here: "Show me the money."

Back tomorrow with more thoughts.

The final installment on the historical 4th of July trip!  (then to your dismay, you will have to listen to my ramblings regarding my obsession with the new iPhone.)

On the final day of our trip to Pennsylvania, we stopped by Gettysburg in order to wrap up all things concerned with our Nation's history that we could jam into a 3 day weekend.
Re-enactment Soldiers
Again, I was amazed at how much I learned about the battle of Gettysburg during my visit.  (Mom, I swear I paid attention in History class)  For example, I did not realize that we were actually visiting this historic area on it's anniversary.  The battle of Gettysburg was fought on July 1st -3rd, of 1863.  Also, unknown to me was that the battle took place on over 65 acres of land.  That is some serious ground to cover in those days! 

Despite the short time frame and massive distance between troops this battle was the deadliest with 51,000 casualties.  This left a major problem for the towns people of Gettysburg.  During our tour of the grounds we were able to compare pictures taken days after the battle and hold them against the same spots today - a very humbling experience.

A fun fact for those Hoosiers out there - the first brigade to enter into battle for the Union was the Iron Brigade, which was comprised of soldiers from Indiana and Michigan.  These soldiers gained their famous nickname following their hard fighting at the Battle of South Mountain on September 14,1862.

To our clients out there - let us Hoosiers here at Compendium Blogware be your Iron Brigade.  We will fight hard to make your  company's corporate blog successful.

Seth Godin has a quote at the beginning of "All Marketers are Liars".  

"Either you are going to tell stories that spread, or you will become irrelevant."

Websites are for facts and figures.....blogs are for stories.  Every company has stories that come up every day.  Customer interactions, product innovations, problems solved.  An employee based blogging strategy empowers your people to tell these stories!  it's a business blogging best practice.  

Compendium Blogware is a perfect example.  As a blogging software company in Indianapolis we empower all of our employees to participate in our blog strategy....they blog, the software organizes the content around keywords and topics.

Not only do we drive a ton of organic traffic, we get to tell a lot of compelling stories.


Maybe you've seen this new report from Forrester Research, or just heard the buzz about it from MediaPost.

The 5 second overview is this: Fewer companies started corporate blogs in 2007 than in 2006.

Now the interesting parts are this:
  • Who Forrester paid attention to in the study
    • What caused the decline
  • First up, who Forrester paid attention to. Well, that would be Fortune 500 companies. Why is this problematic? Because I don't think that it paints a very accurate picture of what's happening within the business blogging landscape.

    Here's why. Fortune 500 companies a) have huge budgets, which tends to squash creativity and humanization. Why do something like creating corporate weblogs when I can run a commercial that will reach 10 million people all at once? Old habits certainly die hard here.

    b) Fortune 500 companies are the most afraid of blogs. Control and compliance is important to them, and with an increase (someone find this article, because I know it's out there) in employee-related blogging incidents, they're scared. And that fear prevents them from doing blogging the right way.

    Hopefully that's a good start to getting the wheels spinning and not necessearily taking this report at face value. I have a lot more to say on the topic, but I'll be honest. It's 6pm and I need to be somewhere. More tomorrow.

    The big buzzword in the computer trade press these days is cloud computing, the idea of hosting an application, or key components thereof, on a third party service in a way that is easy to set-up and scale. 

    Amazon has been the trailblazer in this area, with internet services for computing, message queues, file storage, and databases.  There are a growing number of startups with plans either to challenge Amazon or develop solutions that make leveraging Amazon's services easier.  Google has been making inroads with the limited beta of its App Engine.  Microsoft is still trying to figure it out.

    Yesterday, CNet blogger Dave Rosenberg wrote a post on his blog Negative Approach, asking just how far will the move to cloud computing reach.  Quoting from the post: (emphasis mine)

    I started to wonder whether everything really will go to the cloud and all of our open-source musing will go away, as software becomes consumed versus installed.

    Realistically, there is a vast array of software that really can't move outside the enterprise in the foreseeable future. Consider, for example, banking and stock-trading systems, or telecommunications infrastructure. On the other hand, consider pretty much everything else.  Even when you take into account the complexities of back-office systems, odds are that in a green-field situation, you could find a software-as-a-service application to solve your problems.
    So here's the paradox that I think about: Let's consider a company like Google, which writes, buys, and installs a lot of software. Some is unique to its business and isn't available as an online service. Other products are packaged applications. Yet it wants the rest of the world to stop buying software, instead just consuming it from Google.
    I'm not seeing a way that on-premise software disappears forever...
    He's probably right about on-premise software retaining some degree of presence, but I think we'll see a transition of viewpoints.  Right now, the default (and prudent) stance is to take a wait-and-see approach to putting apps completely in the cloud.

    Given that there are burps and glitches, it'll be some time before businesses can move critical functions to hosted services like Amazon's.  With time for the technology to reach maturity, I suspect that the burden of proof will shift, and the default question will become, "Why should we buy this software and host it ourselves?"

    Fortunately for us, corporate blogging just happens to be a "green field situation" for many businesses. With our ever growing list of features and a firm technological foundation that's built to be reliable, it's easier for us to make a compelling case that instead of building and maintaining a blog with consumer grade software, a business should instead adopt our hosted blog software as a part of their corporate blogging strategy.

    When higher organic search results and better customer engagement become the norm, the last thing Compendium customers of will be accused of is "walking around with their heads in the clouds."

    Are you still searching the classified ads?  Nowadays, everything we could possibly search for is literally at our finger tips with the advent of search engines.  Compendium Blogging takes this a step further.  The idea behind our simple blogging software is that someone types their problem or keyword into Google’s magic little box and what comes up on the first page of the organic results is a blog titled with the exact keyword phrase.  What they will find in that compendium blog is content very relevant to what they are searching for and the company who can help them or solve their problem.  From a corporate standpoint, blogging can help company’s reach a more targeted specific audience and therefore help them generate more qualified leads.  Long gone are the days of sifting through classified ads, searching for a used black Honda Accord or a single 35-40 year old man looking for love who must love dogs.  I’m sure there are dating sites out there for single pet lovers.


    Yesterday, InfoWorld ran a story on the rise of scripting languages and an interview with Mozilla JavaScript architect Brendan Eich. Both are very worthwhile reads because they provide a nice mix of the state of the art and the historical context of scripting languages.

    Prior to hiring with Compendium about six months ago, I had tinkered with scripting languages largely as side tasks.  The mainstay of my work lie in compiled languages like C, C++, and occasionally some Java. 

    As I sought out new job opportunities both locally and nationally last year, I began to realize that openings for compiled languages were on the decline.  Indeed, a friend of a friend out in the Bay Area advised me last summer with these words:
    In terms of technical skills, C++/Linux is a great foundation, however, there is a caveat. In the SF bay area overall, companies are more likely to use newer technologies for R&D/new development. There is still a lot of support work out there, but I would say the growing trend is to outsource support work, so those jobs are ever decreasing... Also, I would suggest making a larger investment on learning newer technologies, such as Java and other technologies on the LAMP (Linux/Apache/MySQL/PHP, Python, or Perl) stack.
    That turned out to be some very solid advice, even though I wound up staying in Indianapolis.  Here at Compendium, scripting languages like PHP, JavaScript, and Perl are the bread and butter of our day-to-day efforts to build user-friendly blog software.  The transition proved to be pretty smooth because PHP's syntax borrows so heavily from C and C++.  I was lucky in the sense that I was learning the language within a disciplined environment that made sure web apps were developed properly. 

    One of the quotations from the article that jumped out at me was the remark by Andi Gutmans, co-CTO at Zend Technologies.
    "It's very easy to pick up and then it will also scale with your needs," Gutmans explains. "I often call it the Visual Basic of the Web."
    The ease with which the language is learned is a double-edge sword.  On one hand, it flattens the learning curve, but on the other, it gives mediocre programmers enough dynamite to be dangerous. 

    Jeff Atwood at Coding Horror noted as much about a month ago in his bluntly titled blog post "PHP Sucks, But it Doesn't Matter".  Atwood does a pretty good job of surveying the disdain as well as the widespread usage that PHP has managed to garner, but I don't think he quite closes the loop in his analysis.

    Syntactically, PHP is a pretty elegant language.  It steals enough syntax from C++ to be familiar but escapes the hideousness of template meta-programming because a dynamic language doesn't have to worry about how to deal with generics.

    From my own experience the bad reputation of PHP has two origins. 

    The first lies in its original use as a way to embed server-side executable code within an HTML document.  Web programmers latched onto this in droves and abused it, creating websites that did not separate the business, presentation, and application logic cleanly.

    The second sore spot is how PHP has managed to assimilate just about every third party library under the sun.  If you've ever had to install PHP or build it from scratch, you already have a deep appreciation, or at least a healthy fear, of how many optional elements can be integrated into the system.  A lot of times, these APIs are written to parallel the nomenclature of library APIs in C or C++, which makes for inconsistencies.

    Ironically enough, both of these things are probably among the factors that helped speed the adoption of the language.

    What has helped sustain PHP?  Two things come to mind, based on my limited experience.

    For one thing, the PHP development community got Model/View/Controller religion.  Nowadays, there are tens of PHP frameworks designed to help developers employ the MVC design pattern, which helps separate the logics and avoid the ugly code for which PHP became notorious.  Granted, not all of them are of equal quality, and some have already gone dormant.  What's important is that enough developers realized that the old way of doing things was neither sustainable nor scalable.

    The second thing was the under-the-hood change of basing PHP on the Zend engine, which has helped it to achieve performance levels that you might not expect from a dynamic language.

    For all of the speed of development that one achieves with a dynamic language, there is one thing I could live without.  The incredible syntax flexibility of a scripting language like PHP can allow you to create code that is syntactically correct but semantically crazy.

    For example, I recently wrote some code that was intended to build up a string that you could pass on to a logging facility.  It looked something like this:
    $logger_string = 'problem with operation foo '  . 
    $print_r($some_variable, true) . ' some more text';
    The bug in this code was that there should have been no dollar sign in front of print_r. It's a function name, not a variable.  PHP sees this as just fine and dandy, converting $print_r into  function name, provided that the variable name evaluates to a string.  This kind of thing will pass the PHP syntax checker but will cause a fatal error at runtime.  It's similar to the situation where a spell checker won't save you from using mistakenly using a homophone.

    In spite of all of that, I'm happy to be coding with PHP.  Errors like those above are pretty rare.  Moreover, I don't miss having to worry about type declarations and memory management.  In spite of numerous sins of programmers past, I firmly believe that PHP is a great language to build a solid blogging platform. We're already doing that!

    I had a conversation with a prospective client today, and as we were talking about the importance of business blogs, he referenced an adage from his boss to "always be there."  I really like this saying, and it relates directly to corporate blogging.

    You may be thinking that is a simple, blanket statement.  However, it is increasingly true in the Web 2.0 world that is constantly evolving.  We are in an on-demand culture, where people become disengaged if your business is not providing new, valuable information.  The days of stagnant websites are fading fast.  And with blog software becoming more simplified for small businesses and large enterprises alike, blogs are the vehicle for consistent information flow.

    To tackle a somewhat overwhelming world of technology, the best strategy is to "always be there", presenting relevant solutions when people come searching.  Remember how Superman was somehow "always there" when someone was in trouble?  Consider business blogs your Superman-like power to be present when a problem arises (only people are typing into Google, not yelling your name for help).

    Last week there was an interesting article from targetmarketingmag.com about best practices to profit from blogs.  Basically, the problem is that many companies try blogging hoping to see better organic search results and have failed for several reasons.  If you simply want to use blogging as a form of citizen journalism or to add a human voice to a company then any individual platform will suffice.  However, if your goal is to win organic search and boost lead generation then any old blogging platform will not do the trick and you will be disappointed with results.  The right blogging techniques and corporate blogging platform have to be in place to see ROI results.


    We've all heard that old adage, "there's no such thing as a free cat".  Well the same can most definitely be said for blogging.  You get what you pay for, plain and simple.  And trust me, free isn’t always free.  A lot of objections have come up lately here at Compendium.  People interested in our software asking why they can't use a "free" platform and get the same results.  I can sit here and list the differences between the other platforms and the numerous features our software offers in comparison, but I'd rather focus on our target audience at hand; marketers.  In a recent post by our CEO Chris Baggott, he referenced a technology focused blog that stated:

              "I complained to him that one of my annoyances in life is how complex Wordpress actually is. Why? Because you don’t just have to configure Wordpress to get anywhere. To get it to perform acceptably you can either throw powerful hardware at the problem (which is how Club Troppo has done it since our donation drive last year) or you can implement a whole rogue’s gallery of tweaks and adaptations."

    While it might be the goal of the IT department to tinker in applications, it is not the goal of the marketing departments of the world.  Marketing departments strive to drive in new leads, and progress forms of customer acquisition.  Our blogs do that through engaging content, traffic through SEO, and increased search engine rankings.  That is not the goal nor the outcome of free blogging platforms built for individuals.  With Compendiums corporate blogging platform, blogging for a purpose is what our clients are doing.  Marketers aren’t wasting valuable time managing the platform; they’re using our Software as a Service, and realizing their ROI.  Let us do the heavy lifting; we are a solution for marketers, not another stray cat draining valuable time and resources. 


    So I see this today:

    "Social networking sites represent a new mass medium for brand advertising"

    This quote is attributed to
    Seth Goldstein at a talk during the IAB conference.  

    With all apologies to Seth, who I don't know...it's this kind of thing that really reminds me of how much people don't understand what the Social Phenomenon is telling us.

    Advertising as we know it is over.   There is no benefit to Mass Marketing;  in fact it's kind of embarrassing.   People want to deal with people...they trust human beings more than brands or institutions.   They don't want to be 'marketed to'  simply because they happen to be catching up with a friend on a network any more than they want a TV commercial interrupting "The Office".  

    This is why search is so important.   The other Seth (Godin) taught us this lesson back at the turn of the century with Permission Marketing.   Don't try and interrupt me or intercept me....just because I happen to be standing there.

    The customer is in control and will tell us when they have a need for what we do.   How?  They search.   It's so simple....."you vendor.....stand over there."  "When or If I have a need I'll tell you."

    They do this through the search engines.

    Our jobs as marketers now become being really good at listening.   What we can't control is how that person is going to describe their problem.  They could use any of thousands of different keyword phrases to indicate a need fo
    r our solution.   All we have to do is be ready to jump up when summoned.   "Hey, yeah...I can help here!"

    That is blog tools are so important...and why you need to engage everyone on your team in the corporate blogging effort.   Creating lots of relevant content, organizing that content around your strategic keywords, and then having an engagement process that makes
    the searcher happy all lead to a win-win relationship.

    Getting people to play your game isn't the same as doing business. 

    Mass marketing has been dead for years....but like the Subservient Chicken, it just doesn't know it yet.


    There are a lot of parallels to compare Corporate Blogging today to where Email Marketing was 5 or 6 years ago.   Back then, Email Marketing was free.  All you had to do was download a ListServ application, configure a server or two, find and manipulate some plug-in applications for registration or bounces or unsubscribes or de-duplication or throttling or opens & clickthrough tracking or analytics.....and the list goes on.

    In the end, some geeks might have loved all this tinkering, but from a business or marketing standpoint it was a nightmare.   The solution was all encompassing SaaS tools from companies like ExactTarget, Constant Contact or Responsys...

    Superior tools designed for marketers, not IT folks.   In the end, both parties were happier.

    The same discussion happens in Corporate Blogging Software.   "WordPress is free...why pay you?"    For the most part we hear this when IT folks are involved.   Natuarally as they understand the Compendium Blogware offering they start to see the feature differences, but the don't really understand that Free isn't Free. 

    That is why I was so happy to see this post today from a big Technology focused Blog talking about how overly hard WordPress is:

    "Recently I have started chatting to an engineer at Automattic, the mob which employs most of the lead programmers on Wordpress. They also run the Wordpress.com service, which is a big job — millions of blogs, tens of millions of monthly visits."
    "I complained to him that one of my annoyances in life is how complex Wordpress actually is. Why? Because you don’t just have to configure Wordpress to get anywhere. To get it to perform acceptably you can either throw powerful hardware at the problem (which is how Club Troppo has done it since our donation drive last year) or you can implement a whole rogue’s gallery of tweaks and adaptations."

    When you think about what your goals are with advanced business blogging the focus should be on engagement and traffic through SEO....not constantly tweaking software, messing with plug-ins or installing more powerful servers.   Let the Vendor manage that stuff....