Thank you Brian Haven, Senior Forrester Research Analyst, for pointing to OTOinsights in a recent report titled "Interactive Marketing Channels to Watch in 2007" as an example of how marketers should leverage their email and RSS content to support their initial steps into the blogsphere.
Brain writes:
" Make your first strides into social media with RSS and blogs: Last year, we said holding off on social media was OK> But rapid consumer adoption of these channels indicates that the time is now to enter this space. How to dive in? RSS is relatively simple first step for marketers with mature email marketing programs in that initial RSS feeds can consist of repurposed email content. Likewise, email or RSS content can also create initial blog posts. For example, interested users can find insights from interactive agency One to One Interactive from its blog, via RSS, or in email alerts."
In addition to leveraging existing e-mail/RSS content to support initial blog initiatives we would like to add to Brian's advice by recommending that marketers actively educate their internal constituents on their company's corporate blog strategy and, when appropriate, seek regular contributions from their staff as a way to begin generating new and more relevant content. Additionally, marketers would be well served by incorporating social bookmarking (like De.licio.us) into their blog strategy as a way to augment their existing content with complimentary content on the Web authored by external sources.
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