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Why senior exec Russell Stalters blogs (and no, it's not to make money per se)

Russ_stalters 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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Posted by Debbie Weil on March 6, 2007 in CEO bloggers , Corporate Blogging , WOMM (word of mouth marketing) , Writing Tips | Permalink

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Comments

nzm

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

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

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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