Mar
6
2007
Why senior exec Russell Stalters blogs (and no, it’s not to make money per se)
Posted in the Category of CEO Bloggers and Marketing and Stuff and Writing Tips
Had a great lunch yesterday with Russell Stalters, CTO of a system and software engineering firm and author of BetterECM (stands for enterprise content management).
He works nearby and a mutual friend suggested we get together. When I asked Russ what his blogging ROI is, he responded with a slight wince that "no" he couldn't pull a dollar figure out of the air and yes the blog does take time.
But he thinks the benefits are tangible. Namely:
1. Lead generation for his company, Applied Information Sciences.
2. Name recognition for him (he gets invited to speak at events like Gilbane's content conferences).
3. He meets interesting people (they leave comments on his blog or he discovers them on other blogs).
4. Writing the blog helps him gather and articulate his thoughts (he's been working on one blog entry for several months - it will be a definitive statement on where ECM is headed).
The lead gen piece is significant and a perfect example of what I try and explain to would-be corporate bloggers. A blog (with good content) is a heck of a lot more interesting / compelling / persuasive than a static site.
Send your prospects to your blog. They'll find their way naturally to your site. And they're much more apt to be in a positive state of mind about doing business with you when they get there.
Russ said his contacts at Microsoft (AIS is a Microsoft partner) send prospects to his blog first, as do his colleagues.
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Comments
nzm said on March 7, 2007 at 04:40 AM
Thanks for this.
You’ve just given our new company a perfect lead to contact when we finalise our first MOSS 2007 solution!
cheers
Michele
(Your Dubai reader!)
christina said on March 10, 2007 at 10:02 PM
Thanks for this.
You’ve just given our new company a perfect lead to contact when we finalise our first MOSS 2007 solution!
cheers
Robert Payne said on March 12, 2007 at 01:26 PM
Debbie, I would be interested to hear what you think of this blog article that eMarketer issued last week based off of a study Vizu conducted that was sponsored by AdAge - http://www.emarketer.com/Article.aspx?1004656&src=article1_newsltr
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