A Marketer's Guide to Blogging

CMO Magazine notes:

Blogs can be a CMO's best friend - or worst nightmare. The key to success is joining the conversation, not controlling it.

Blogs are marketing's doomsday machine. The ability to instantly expose every one of your company's products, marketing programs and customer interactions--especially the bad ones--to public examination portends the end of marketing as we know it. In the new online world of consumer-generated media, there's nowhere left to hide mistakes, gloss over unfulfilled promises or shrug off customer-service problems. You no longer control your company's message.

Wait a minute: The blog is marketing's salvation. What could be better than free, real-time customer feedback? No more giving gobs of money to consultants to find out why your product isn't selling. No more guessing how your message is playing in Peoria. Blogs give you the pure, unfiltered voice of the customer, delivered to your virtual doorstep.

Welcome to the crazy, mixed-up world of blogs.

Read more in A Marketer's Guide to Blogging.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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