At first I drafted a comment to Mike Sansone’s post – wonderful article, BTW. But it soon fleshed out as a post keeping the conversation alive – exactly what tools like blogs and emails do well.
Not being a real-time conversation does not devalue blogs (emails are not real-time too). Comments or TrackBacks are ways in which the discussion goes on. Newsletters and email blurbs are passe. Having a blog either instead of or part of the company website lets a potential (or existing) client spend more time looking at your material than other distractions. They’re people like you and me subconsiously seeking an ROII for their time.
Think of it this way. The ability, interactivity and longevity in conversing on a topic increases as the medium becomes more interactive. So the value chain looks thus (excluding face-to-face):
Radio < TV < Website < Podcast < Phone < Email < Blog < Whatever-is-next
(fit the other tools you can think of, into this chain and then pick what works best for your specific need)
We’ve gone from single to multi-way media and it drives conversations and growth. Example: my employer grew from less than $0.5M in revenue in Year 1 to $10M+ in Year 3 just through phone, email and of course in-person sales. We’re just getting our feet wet in blogging so I’ll report back in the coming months about how it provided value in keeping the conversation alive.