The big merger

just think how much more authority we'll have now Featured

Ian Lurie Apr 2 2012

just think how much more authority we'll have now
No, Portent didn’t merge with another company. But we just finished merging my blog, Conversation Marketing, into the Portent web site. From now on, you can find all the same stuff I used to write on Conversation Marketing here, instead.

Why’d I do it? Let me count the reasons:

  1. The rest of the team at Portent write fantastic stuff. It’s silly to split our efforts.
  2. Brand confusion was starting to become an issue. Everyone knows I write Conversation Marketing. Few people, apparently, know that I’ve run an internet marketing agency for 16 years.
  3. Only one site and WordPress install to maintain.
  4. Combined search authority should help both sites.
  5. Combined social media authority should help, too, once the initial higgledy-piggledy sorts itself out.
  6. Ongoing changes to Google’s algorithm really point to blended sites doing better: The ‘quality’ introduced by lots of great content can boost the ‘corporate’ side.

So, lots of great reasons to do the move. Things I worry about include:

  1. People leaving because they think I’ll be all corporate now (ask my employees if that’s an issue).
  2. Loss of ‘brand belief’ in the blog: Folks thinking the writing will change, the content will fade, etc.. It won’t happen. You’ll see even more cool stuff now, as Portent’s PPC and social teams, as well as the SEO team, all keep publishing.
  3. Google and Bing screw up the transition and I vanish from virtual existence, leaving only a small popping sound as air rushes in to fill the space I’d occupied. Fingers crossed on that one.

We’re working on improving the new, merged blog. If you see things you’d like us to change/tweak, leave a comment below. As always, I reserve the right to veto suggestions, but I promise I’ll read every last one.

Thanks!

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8 Comments

  1. It’s funny I was just taking a bath after a long day at LinkLove (hey there’s nothing wrong with a nice warm bath!) and thinking to myself whether we should launch InboundZen.com (launching Wednesday!) under it’s own domain, or some sort of hybrid absorption of our main blog.

    Inbound Zen will primarily be a podcast, but that doesn’t mean we can’t combine the blog together and redirect the .com to that particular landing page.

    Now I know, were I to ask, the answer to “What would Ian do?” in this particular situation, which is great as it affirms my theories.

    Excellent timing! I’ll just assume you underwent this massively painful process and fought an army of 301′ing re-directors for the sole purpose of giving me this satisfaction! Yep, that must have been it.

    • Absolutely. I’m actually perfecting a new marketing technique that creates a direct connection to your brain, see, and I used that before making this decision.

  2. Hi Ian

    Great to get it all in one big pile. But you might want to consider making some kind of top navigation to the blog to segment trafic into relevant categories – SEO, PPC, Social, Ian’s rants etc.

    That would make it easier to find relevant content. The categories are hard to find as it is now.

    By the way – any reason you want me to write my comments in italics?

  3. I’m digging it but please don’t get rid of the search bar. ConversationMarketing was probably the only blog in existence that I used that function… but I used it a lot!

    “I know Ian talked about that at some point” is practically a mantra over here. lol

  4. Neal

    Do you worry about losing blog engagement? I’ve debated this too. I also eventually consolidated the blog under my consulting brand, but I often wonder if I would have had better traction as a standalone blog, had I gone that route a little longer. For example:

    1. Do people engage more with a non commercial brand? Comments, social sharing, etc.

    2. Perhaps I should have engaged guest post bloggers to expand the content and passively build more links

    3. More autonomy to talk about things that perhaps aren’t directly on-message for the consulting brand.

    • I do, definitely, but in the end wanted the whole team in on it. Hopefully it’ll work out in the long run. Seems to be so far!

  5. It’ll be great to see everything consolidated and hear from the Portent team as well. What about the RSS feed change? That is how I primarily read Conversation Marketing. Do I need to change my subscription or no?

    • Hi Alex,

      No need to change your subscription. The feed address is through Feedburner and will remain the same.

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