I was recently quoted in this article on Small Business Review about blogging.
Beyond the Blog - the Thlog
by Gary Stern
In 2001 and 2002, ancient history in Internet time, savvy business owners who were looking to tap into current trends and build rapport with customers and prospects began to launch blogs. The world of blogging has since exploded—Blogcount recently reported that 547,157 blogs were updated in one month—and in that sea of navel-gazing, silly link swapping and armchair punditry it’s not easy to build brand awareness.
For 2007, marketing experts advise, it pays to rethink your approach. You’ll get a payback on the time and effort that goes into writing and updating a blog, they say, if it shows you off as a thought leader in your industry. There’s even a new term for it—the thlog--coined by Vicki Kunkel, CEO of Leader Brand Strategies, an executive brand management company based in Chicago, though many people still refer to them as thought leader blogs.
Thlogs work because they offer “more value-added information for busy business people or consumers,” Kunkel says. Think of them like the op-ed page in newspapers, where experts offer insight and explanations of recent developments. “It positions you as a leader,” says Kunkel. “You’re on top of trends and the market. You have an ability to analyze your market and come up with important conclusions,”