By Li Evans
Mack Collier, who writes the Viral Garden blog, presented at Search Engine Guide's Unleashed conference in Houston yesterday April 21, 2008. I came away from his presentation with a renewed outlook on blogging. It's refreshing to hear a perspective about blogging that is so totally removed from the Search Marketing Industry, so totally refreshing and I'm very glad Jennifer Laycock brought Mack in to present this session.
In our world of links and ranking, as search marketers we see blogs as another "tool" to make a website pop. It's another way to dominate the rankings for keywords whether they be general keywords or long tail keywords. We all stop to worry about how many Sphinns a blog post got, or how many links the blog post generated or how fast the blog post you wrote got to the top of Digg.
That, my friends and fellow colleagues, is how search marketers think about blogging and also social media. That's not how the rest of the world thinks about blogging and social media, and we are in a minority (believe it or not).
What Mack really drove home to me, and made me re-open my eyes to, is that blogging is about the community, and the conversation that community is having with you, about you and without you. If you are only in it to get links, it's probably not a good reason to be blogging. If you are only in it to get rankings, then again, it's not a good reason to be blogging. If you are in it to have a conversation around your product, service, brand or something you love - then you should be blogging.
Mack gave a great presentation that highlighted everything from Dell's Linoel Menchaca to Stormhoek and their use of blogging. Even how a marketing executive from Universal took 30 minutes out of his day to talk to a blogger and how that exposure helped promote his movie. Not once did Mack focus on how many links these blog posts brought in - it was totally focused on the community.
To read more about Mack's presentation and the rest of the sessions at Unleashed visit Search Engine Guide. As always if you like to see photo coverage, check out the Unleashed Small Business Marketing Photos on Flickr.