Mario Sundar

LinkedIn's 2nd PR hire. These are my thoughts on products, public relations, and startups.

Let’s go Listing – 5 Corporate Marketing Blogs

What do I mean by let’s go listing? Well, I was reading a post by Eric Kintz (MarketingProfs’ Daily Fix) on the next stage of evolution for marketing blog communities. Eric opines:

The marketing blogging social network is growing exponentially… However, bloggers have a distorted view of their importance. We forget that being big in the blogosphere still doesn’t mean anything to 99% of the country. The risk for vibrant blogging communities is to be “trapped” in the blogosphere, which can quickly limit their epidemic effectiveness.

Eric questions how could we, marketing bloggers, reach the remaining marketers outside the blogosphere. He brings up a good point here. As a marketing evangelist I’ve had opportunities to talk to mid-level marketing managers from many Fortune 500 companies. To be honest, only a minor percentage of them read blogs and I haven’t met one of them, who actually blogs. So, the point that Eric makes is well taken, but the answer to his question is challenging:

So what do you think? What will it take to spread the “epidemic” to the other 99% marketers?

I believe the answer to this question is two-phased. Primarily, I believe that the blogosphere offers a great way to share & transfer ideas among all marketers, and we are still at the early stages of its evolution . Spreading the “epidemic” to corporate marketers is, in my opinion, the next step before we can cross over to the remaining marketers. Here’s how I think that can be done (3-steps):

1. Formation of “Corporate blog communities”:

Marketing blog communities need to be formed around corporate environments. In the recent past, I’ve seen many high-profile blogging initiatives launched by major corporations such as Microsoft, IBM, Sun Microsystems etc… What this does is it creates thousands of corporate bloggers. The first step is the aggregation of marketing blogs within each of these corporate blog communities to form islands of viral communities. At this stage a great sharing of marketing concepts among corporate peers would take place.

2. The rise of Marketing “Scobles”
:

Even though Microsoft has thousands of bloggers, there was only one Scoble. So for a myriad reasons, a few corporate bloggers will emerge from the chaos to represent the “voice of the company”. Likewise, the corporate marketing blogs from each corporation will see the rise of a “Marketing Scoble” from among their ranks — one whom everyone trusts as the ‘Marketing Source’ within the company.

3. Inter-networking between the “Marketing Scobles” and the “Mavens”:

This last step is the most important and fascinating to me. The Marketing Scobles of the world, need to share ideas with the rest of the Marketing bloggers of the world. This would entail a seamless transition of marketing concepts/ideas from corporate marketers to the 1% of current marketers blogging, thereby leading to Marketing Nirvana.

The second phase of spreading the marketing “epidemic” would involve the creation of live events that will bring together marketing influencers (bloggers et al) from all over the globe. Kind of like a Web 2.0 Conference for Marketers.

To give you a feel for the current “corporate marketing blog” landscape, I thought of listing out five marketing bloggers who masterfully balance their craft, company and blogging ethos. Here are my picks:

1. Steve Rubel – Edelman PR
2. Jeff Solof – Sun Microsystems
3. Tara HuntCitizen Agency
4. Heather Leigh – Microsoft

…of course, the list would be incomplete without Eric Kintz from HP, whose blog post led to this train of thought.

p.s. The critera I used in selecting the above blogs were that the blogs were:
a.) authored by a prominent marketing employer of a high-tech corporation/agency,
b.) focused on marketing/pr concepts, and
c.) balanced corporate and marketing standards effectively.

Do you have any corporate marketing-specific blogs you wish to highlight?

Filed under: Business Blogging

24 Responses

  1. Heather says:

    Wow….how flattering! Thanks for including me in your list!

    Like

  2. Eric Kintz says:

    Happy you enjoyed the post and great follow up! David Armano also had some good ideas in his follow up post about connecting this community to the influencers of the real world, ie the likes of Forrester. If we pool the collective wisdom of the marketing blogging community, we should be able to find a solution!
    Eric

    Like

  3. Mario Sundar says:

    Heather,

    You are welcome! It was a pleasant relief to find you amongst a multitude of tech bloggers from within Microsoft.

    Are there are any other marketers from within your organization who also blog?

    I’d love to hear your take on some of the high-tech marketing speak that I discuss on this blog. Keep reading and keep blogging!

    -Mario

    Like

  4. Mario Sundar says:

    Eric,

    Thanks for a thought-provoking blog post!

    I did read David Armano’s posts as well. In particular I liked the background he gave on the “Tipping Point”, the terms used therein, and the diagrammatic representation. He’s so good at that!

    I’m sure that the marketing blogosphere can evolve a marketing strategy that embraces the “real world” more effectively. In particular, I think “real world” web marketing conferences focused on bloggers would help overcome the chasm that currently exists — one baby step at a time!

    – Mario

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