Seihaku’s Blogmarketing Bible

The orgasm of blog marketing is not in trolling, but in the truth through participation!

What would be the biggest role of blog marketing? Looking at only the search engine results, a simple trolling blog contents seem important, but it actually isn’t in reality. Torlling will be used in many platforms of the Internet by numerous netizens in the coming days and also its range will broaden. Trolling will combine with advertising, to be exposed to many customers and most customers will eventually turn away from advertising trolls.

Trolling will proceed actively on bulletin boards or community where there’s a log of people, instead of individual blogs, and they will consequently follow the process of being scrapped to a portal site or new site.

But, blog platforms do not go along with trolling because it can’t remain anonymous in its process of trolling. Blog isn’t suitable for trolling because it relatively has less number of fish (participating figures) when compared with bulletin boards or communities, and most of all, blog comprises of a system that shows value based on truth accumulated so it isn’t a good system to troll unless it is a corporate blogs or group blogs.

The value of blog lies in its truth. And in this basis, a quality of a blogger will be assessed and in long run, blog will replace communities and bulletin boards as an alternative, in purification process. Indeed, the process of trolling on bulletin boards or communities to lure them to the blog won’t be an unusual thing.

In other words, it is okay to remain anonymous and troll in a community, but in blogs, you naturally info the visitors of personal brands, therefore you reach a conclusion that the most effective method is to remain truthful in contents.

Eventually, bloggers who have been quitely creating valuable contents all these years, will get to meet more netizens with the help of search engines: and search engines, with the help of filtering, will provide more quality search results by decreasing its search percentages on contents.

Pay attention to how the restrictions on advertising contents by portals or search engines will grow even stronger. This is because they can only manage banner ads or overture ads when they restrict the advertising contents. The standard of multimeda contents exposure should be viewed from this point of view. (This is very important, so we will discuss more later)

Anyhow, using blog as a tool for trolling is a short sighed approach and a risky idea. Concentrate on blog contents that can sustain its truth if you want to do blog marketing.

Mental guidelines for management’s introduction of corporate blog

Corporate blog can either be a product blog or a brand blog. The fact that corporate introduces blog brings in difficult situations in terms of managemen. Looking at Korean corporate and its characteristics, corporates hide what they want to hide and notifies the press of only the profitable portion, wanting to take control of and predict the system of client communication. Due to this, corporates have limited their client windows to PR or marketing department and have intercepted further information to remain intact.

In such situation, corporate wants to control all aspects of product or brand blogs, demanding prior approval of individual contents. But what’s important is that corporate and blogs must remain independent. When a corporate takes total control of the blog and use it as an advertising or marketing tool, blog is no more than a corporate department. Today, several firms are proceeding blog marketing is such way where the corporate takes care of contents project and blogger works only to touch up its contents which then gets approved finally by the company executives. As of now, such blogs are called, corprate blogs.

From the corporate standpoint, blog is most safe and ideal yet why do they fail and become extinct? This problem can be condensed down to two core points that the contents quality of corporate blogs are low and that is fails to draw customer interest. In order to get approved by the executives, it must satisfy their taste and this usually means the exclusion of customer benefits. This is no different to the conventional home page which works as an advertising instead as an information and no matter how hard they try and apply by developing various topics of interests, it cannot overcome the generation gap that is between the management, who aren’t aware of the Internet trend, therefore deciding on a textbook like material then posts it.

Also, any responsibilities related to contents are attenuated through internal approval which puts a limit on creating genuine contents and even if they continuously post contents in a short term basis, but eventually need to shutdown like a dried up well.

If so, what would be blog marketing guideline that corporate managements can accept? How should approach in order to achieve the effectiveness of blog marketing?

It must be able to portray a recognition that ‘Corporate and blog are independent” and it should remain independent in real life as well. Corporate should restrict blog contents related intervention and keep it minute as possible. Blog marketer should obtain sufficient prior knowledge of corporate product and brand. Corporate should also try to keep a distance when a blogger is promoting various issues or promotions. This allows the corporate and the blogger to be a separate entity which acts as an element in increasion the blogger’s reliability.

In the process of comparing its product to another competing product, a blogger becomes exposed to an attack from the competing firm. In this process, to protect the firm, a blogger should engage in a fight as a lone entity who should make create values and make a decision based on personal identity.

From the corporate standpoint, recognizing the independence of a blog marketer is the core element of establishing the 2nd brand. There is nothing more foolish than to introdue a content approval system. If your blog marketing introduction has failed, it just means that your firm hadn’t recognized the value of a blogger enough.

Provide sufficient information. Give full authority related to blog marketing. Provide full support in contents development. Announce that there’s no connection between the firm and the blog, stress on it on the home page, tell your competitor. Support your blogger’s creativity, acts of outburst and issues.

Blog will repay you many times over your provided costs. Surely.

Truly, what is a profitable blog?

I can’t help but to ask seriously. What do you think is a profitable blog? And why do you think so?

A fascinating question so many Korean bloggers think: “What is a profitable blog?”. Even till now, many clever bloggers are looking for the answer to the question.

Corporates are posting similar contents on numerous blogs in order to expose itself more to web searches. In the process, many blogs are created to post the related contents, yet in most cases they are just created; but fail to manage it constantly. This is due to the misunderstanding of the blog’s fundamental property. Blog contents are hard to maintain from a conventional corporate marketing approach because the essence of blog contents isn’t advertising or marketing even though it may sound paradoxical.

If you observe personal blogs, contents are created quite steadily but they are limited to personal interests or even yet, just a collection of other contents through scrapping. In other words, we are at a stage where it’s difficult to verify the ability of a blogger to just pay and demand a specific blogger to create contents and furthermore at a point where the basic unit costs haven’t been determined yet. An this is precisely the big obstacle that’s stopping corporates from proceeding with blog marketing. On the blogger’s standpoint, it is also difficult to raise the contents standard to a level that the corporates are demanding, due to lack of experience in ad agency planning. It isn’t also as easy as you think to just create quality contents steadily that incorporates the works of storyteller, copywriter, photographer, copyrights to music, movie editing and so on.

Eventually, only a few bloggers will be creating corporate contents due to the realistic issues. Especially, the bloggers who were successful in producing an outcome will be evaluated highly. Only those will be treated as ones who can create added value; in other words, a profitable blogger.

Empas are promoting business blogs and naver made a separate section called ‘brand blog’, revealing its expectation of the blog market. What’s important to observe here is that there is a house called ‘corporate blog’, yet it’s but an empty house upon entering.

Naver’s brand blog? Did you really think it would work?