a guided tour blogging for business

Authority on a
Specific Subject

Green Cine Daily is a blog full of stuff about independent and non-mainstream movies. It continually points into Green Cine's (a Netflix-ish company) massive library and establishes the brand as an authority on the subject, while building regular traffic from registered members and interested consumers. jc-today

Blogging as Business

Boing-Boing is not a blog that supports or communicates information about another business. The blog is the business. By putting together a whip-smart team of writers/editors and posting lots of stuff, all the time, BB generates a steady stream of traffic that is attractive to advertisers. jc-today

Of Tangential Interest

Our Jewelboxing product has a lot of benefits that are attractive to our target customers and we detail them at great length in the informational sections of our site. The Jewelboxing blog however is mostly about the trials and trbulations of building an online business and brand from scratch. How does this help? Our customes are an entrepeneurial lot and are infrequently in need of our product so we need to build awareness, so when that need arises, they'll think first of purchasing from us. Aside from the home page, the JB blog is the single most popular section of the site. jc-today

Starting Now

Pixiesdisc.com went from an idea and a negotiation to a business in less than 30 hours and since the entire concept is built around a series of twelve concerts over the course of two weeks there was going to be a lot of bite-sized pieces of information to communicate. Launching a specific weblog has helped the product gain credibilty and search engine power quickly and efficiently. jc-today

Share of Mind
Share of Market

Veer sells stock photos, typography and illustration to designers, publishers and art directors. A finicky bunch if ever there was one. Thier blog helps to distiguish themselves from a slew of competitiors by demonstrating their taste and aesthetic jundgment. Share of mind does in fact equal share of market and Veer works hard through their blog to maintain a very high-level of awareness among their customers. jc-today

Up To Speed

In a field as liquid and evolving as trademark law, contemporary knowledge is at a premium. The Trademark Blog demonstrates the firm of Schwimmer and Associates's passion for their work and shows that they are wired into the practical arising right now that will be most important to their current and potential customers. jc-today

Collective Intelligence

37signals Signals vs. Noise blog does a lot of the other things listed here. It's used to demonstrate the firm's expertise in interface design and promote their various products and endeavors. Most interesting to me however is that by creating a large, loyal audience of like-minded professionals and opening all their posts to commentary, they have an instanteous feedback loop for broad ideas and particular executions. It's outbound marketing to be sure, but 37signals also uses their blog as a research and developement tool. jc-today

Portfolio of Interests

Our studio site at Coudal Partners is built almost entirely out of blogs, slow ones, fast ones, static ones. This allows a small group of people to look like a bigger organization and to easily manage and publish a continually updated stream of content. Central to almost everything we do is Fresh Signals. Whether we're selling Jewelboxes or Tee Shirts, or ads on the site, or even our design and creative services to new clients, our marketing plan can be summed up in a single sentence, "Find people like us." The thin strip of links to things we find interesting and/or enlightening that sits in the middle of our home page is at the very core of all of our businesses. jc-today

One Thing

The speed with which weblogs have been integrated into the daily life of individuals an the web has been amazing to watch. On the other hand, the pace with which companies have adopted this technology has been surprisingly slow. We see the technology of the weblog as one that enables communication and makes publishing and communication, fast and efficient. People have done really splendid things with this simple set of tools.

The buzz factor has frequently overshadowed the simplicity of the process. There's one obvious point that businesses need to keep in mind. Weblogs can do as many things as communcators can dream up, except one. They can't write themselves.

For us, the premium should always be placed on clear, concise language and design that is strategically sound and focused. Once you're there, weblogs can take you a long way quickly.

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