Great post by Paul Chaney in response to THE BusinessWeek blog article (as it's being referred to). Mass marketing is out; niche marketing (or one-to-one) is in. As BW puts it: ""Blogs could end up providing the perfect response to mass media's core concern: the splintering of its audience." Chaney also refers to online marketing pioneer Ralph Wilson's emphasis on "defining and thriving in a tiny niche." From Chapter 4 of Wilson's Planning Your Internet Marketing Strategy (written in 2001.)

Saw this term on Business Blog Summit. It's the perfect way to explain why blogs are so powerful as a means of communicating ideas. And why a blog can establish an intelligent writer as a "thought leader." (Also, why blogs are much more powerful than discussion boards or regular old Web sites. A blog, by definition, is a form of viral marketing.) Byron, writing for Biz Blog Summit, puts it this way: "think of blogs as 'topics, ideas, conversations, that grow like snowballs with each link.'"

To illustrate the snowball, here's the reference back to Doc Searls' (highly cogent,…

Never should have gotten started with this today... it's totally addictive. Click on this link http://del.icio.us/wordbiz and you'll see the beginnings of my social bookmarking (which is part of the social networking phenomenon). Sarah Lewis turned me on to this (thanks Sarah!) and now I can't stop. In a nutshell, del.icio.us lets you do three things:

1. Quickly tag, annotate and save links you want to refer to later.

Rather than sending emails to yourself (am I the only one who does this??) or struggling with an endlessly long bookmarks folder in your browser,…

Cool news. I've been asked to moderate a panel on corporate blogging for IABC's annual conference in Washington D.C. on June 27, 2005. I've invited Paul Rosenfeld, GM of Intuit's QuickBooks Online Edition and the force behind QuickBooks Online blog, along with Kevin Holland, VP Communications of Air Conditioning Contractors of America and creator of the ACCABuzz blog to join me. To round out the panel I've invited one of the top-dog bloggers for GM's Fastlane blog (not Bob Lutz but someone who should be even better because of his inside perspective). Waiting to…

Cool news. I've been asked to moderate a panel on corporate blogging for IABC's annual conference in Washington D.C. on June 27, 2005. I've invited Paul Rosenfeld, GM of Intuit's QuickBooks Online Edition and the force behind QuickBooks Online blog, along with Kevin Holland, VP Communications of Air Conditioning Contractors of America and creator of the ACCABuzz blog to join me. To round out the panel I've invited one of the top-dog bloggers for GM's Fastlane blog (not Bob Lutz but someone who should be even better because of his inside perspective). Waiting to…

Great article by MarketingSherpa's Anne Holland on why "exact verbiage" is so important online. I.e. the specific words you use on landing pages, in text ads, on your site, on (yes) your blog... You need to be aware of what keyword phrases your customers search on. That translates into how you'll be found in the search engines. And you need to be absolutely consistent in your use of words and phrases in order to get higher response rates (more click-throughs) from online readers. People like consistency. Sounds boring. But it's not. When the title of your sponsor text ad…