Saturday, March 26, 2005

Who are the Blogging Consultants?

At Bob Bly's Copywriting Blog, Bob asks the question, Are you a blogging consultant? The comments are pretty instructive.

One of the things you have to do if you're an independent consultant is find a way to differentiate your offering. What is it about you that makes you different and, yes, better than all the other consultant's out there?

The comments are a fascinating snapshot of the blogging consultancy world. I really like ElisaC's Work Bees Blog. She's got a blog offering targeted particularly at arts and non-profit orgs. Tom Kane targets law firms. These are consultants who provide targeted business expertise with blogging knowledge.

I'm less in line with the consultants who emphasize platform and design. The sad truth is that good designers are cheap and plentiful. Find one to build your site and move on.

Offering a list of all the great things you can do is also kind of ho-hum. It's important, but not nearly as important as showing a larger understanding of where blogging fits in with the personal and business goals of your client.

A few of the commenters get around to talking about goals. That's something you can't stress enough. Realistic goals and measures of success are what differentiate a fad from a real business initiative. Strategy is the word to watch here. Read Tobys comment, number 7. This is a guy who knows how to lay out his service offering. I can learn something from this. Paul from Radiant Marketing also explains exactly what it is that he does.

Update: I just got an Email from an employee of Bob Bly asking if I want to be added to his vendor directory as a blogging consultant. I think that's way cool.


Blogger ElisaC said...

Thanks Tony. I appreciate it.

There are many people getting into blogging as a business because they love blogging...but you don't necessarily get paid to do what you have to bring added value.

That's one reason I targeted arts organizations first...because I know that world offline too. I knew I could reach the right people. I knew I could blog about that world with passion and authority (I think I've cribbed that "passion & authority" phrase from Scoble to be honest)

If I had just gone after any old business scattershot, my business might have grown faster, but it wouldn't have grown stronger.

9:53 AM  
Blogger Toby said...

Hi Tony -

Thanks for the mention and your kind words.

Although I'm passionate about the business benefits of blogs, (say that 10 times fast!)smart marketers will realize that blogs are but one more tool that can be used to reach customers.

The secret to success is stepping back and looking at the big picture to determine how a blog strategy can support the overall marketing efforts and of course, complement the brand.

Will be interesting to review Bob's list in 1-2-3 years and see how many are is still on and how many more blog consultants have joined the party!

Good luck in your ventures.


P.s. I'm a "dva" not a "divo" :-)

12:36 PM  
Blogger Tony said...

You HAVE to love blogging to be doing it on Easter Sunday. Happy Easter, everybody! :)

Blogging is far from the only thing I do, and it's probably the same for most others. It's really something I happened into rather than a conscious career choice.

It's something I was already talking to people about. It was the interest generated by those conversations that turned it into a business.

1:33 PM  

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