So the toaster blogging thing is off to an amazing start. We are on page one for several of our early targeted terms (best small toaster) and I'm actually learning a lot about toasters. I just bought this one for my office.
So far it's been a really successful exercise. Check out the blogs to see the kind of content. We are closely watching our bounce rates and read times as the first stage of engagement. Toaster Shop Blog.
As you can see from the design, we haven't focused too much energy on design and conversion yet. Our organic search traffic is growing so quickly that we are gong to have to get on that in the next week or so.
What's this all have to do with Email Marketing? The simple fact is that business blogging is a database marketing strategy, just like email. The only difference is the acquisition vs. retention. Think about the language (bounce rates, read times, click through rates) sound familiar? This is all about engagement. The difference is that the focus is on the front end of the relationship. How do you get introduced? How do you build your email database?
You do what we are doing with the toaster blogs. We have 250 different blogs targeting specific keywords that people use to buy toasters. We organize our content so that relevant posts get to the right blog (message) and wait for the searcher to come along.