It was a rainy day, yesterday in San Francisco. I walked just a few blocks from the Embarcadero BART station to “Le Meridien” hotel and I was soaked with water like a sponge. But the little discomfort was fully rewarded by the speakers of the “Business Blogging” seminar organized by Six Apart, the company the provides one of the most popular platforms for blogs and also hosts the BAIAblog.
The opening session was run by Anil Dash, the Chief Evangelist of Six Apart. Anis has two blogs, his personal blog and the business blog. Yesterday he did a really great job explaining the benefits and the features of a blog. Brilliant speaker, Anil is one of those few people that can describe a well known concept, like a permalink, with such a fresh and intelligent twist that makes you look at blogging with new eyes, new excitement, new energy, and deeper understanding. I guess this is the reason his title is “chief evangelist”.
He didn’t try to convince the attendee why starting business blog is a good idea, in a subtle way he shooted for a bigger goal: he explained why a blog is a powerful tool, and why blogging is here to stay. Smart and successful approach! As an avid reader of Chris Anderson’s Long Tail blog I learn from Anil that 61% of Long Tail blog visitors are attracted by the most recent posts, while 27% are coming from permalinks to older posts; the remaining 12% are visitors reaching the site by searches and similar tools. This means that overtime the archives of a blog become a sort of magnet that keep attracting visitors from search engines and other blogs.
Another aspect of Anil brilliant presentation I enjoyed is the way he looks at the basic parts of a blog like, for example, the date displayed at the bottom of each post in a blog. Anil calls the date a “social contract” between the author and the reader. I agree, this is a very important aspect of business blogging: every post comes with the name of the author and the posted date attached to it. From the business point of view, this really qualifies the blog as a better communication tool, when compared to a standard web site!
I would like to share more of what I learn and more of my thoughts, but I have to stop here. If you are interested in Business Blogging, I recommend looking at the slides of another great speaker of the seminar, Rohit Bhargava Vice President of Interactive Marketing for Ogilvy Public Relations. The slides are available on his blog.