Why my blog isn’t on Portent.com
Ian Lurie Apr 9 2010
A couple of weeks ago I wrote about how your blog should be on your business web site.
Holy crap, was that a mistake. I immediately started getting smart-ass comments about how my blog (this one) isn’t part of my company’s web site. Then last night Rand called me out, heckling me from the audience at SMCSeattle.
I’ll have you know there are very good reasons I have this blog in a separate location.
- I can write slightly harsher stuff than I would want to put on Portent Interactive’s web site. Clients find Conversation Marketing, of course, and I don’t mind. But usually they have some time to get used to my, uh, eccentricities first.
- I can use sometimes tasteless images, and write about squashing squirrels.
- I can test-market ideas. Yes, you’re all guinea pigs. Sorry.
- Portent does have a blog. I’m fortunate to have a staff that like to write, and are good at it, so they do most of the work there.
- This is a noise free zone. I can write and see response with no cross-talk from folks who don’t want a sales pitch.
Also, Conversation Marketing was an idea that, when I started in 2000, seemed like a lark. Who would want to hear one more person write about internet marketing?
If I had it to do again…
I will say this, though: If I had it to do again – if it was 2005, and my blog was just taking off, and I was less paranoid about my business’ future than I was at that time – I’d probably have put Conversation Marketing on the corporate site.
That would have:
- Sent a lot of great link authority to Portent, and helped us rank for more stuff;
- Led to more people knowing who I am at conferences;
- Strengthened the common brand between the two sites;
- Lost some clients, as my blogging attitude isn’t for everyone;
- Created a whole different kind of brand confusion.
I don’t know if the benefits would’ve outweighed the costs, but I still probably would have tried it.
- Where your blog should live
- Social media campaign structure
- My SEO Copywriting ebook, which isn’t related, but makes me money and helps keep this blog running
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More