September 1, 2014

In Praise of Our Competitors: shows us how to do it right

Posted by: of andrewbourland on 10/27/06

On the surface, it may not appear that our friends at are our competitors. After all, their site is devoted to promoting the Blog Business Summit, a major event which they host 2-3 times a year.

But in a very real sense, they are our competitors: they compete with us for the mindshare of corporate business bloggers who are seeking to find a way to use blogging as a more effective tool for reaching out to their customers and keeping them informed and happy. So our biggest competitor is a conference company.

Why is that and how could you benefit through knowing about it?

Because unlike most conference sites, they don’t just spring up a few months prior to their event and start banging their drums with the conference message. Instead, they use their conference site as a blog to become thought leaders in this space.

You may not have had the slightest inclination in the middle of June to attend a Blog Business Summit, but when you did a search on Google for “business blogging”, they were listed right up there in the coveted Top Ten listings.

[Do note however, who has the Number One slot in that listing... ]

So chances are good that they are one of the resources you would have turned to, along with Business Blog Consulting, for information and guidance on business blogging. You might have bookmarked us both in your list of RSS feeds you check regularly, and if you haven’t already, you should.

But something may have happened around mid-August or September when you were reading all those great articles that Teresa, Steve, DL and our very own Dave Taylor regularly write: you might have noticed they had a conference coming up.

And then as time progressed, you might have thought you ought to go… and then, if you were one of the smart and fortunate ones who wisely reserved a seat at their conference this past week (I’m jealous: you got to rub shoulders with Jason Calacanis and schmooze with Robert Scoble and John Batelle), you actually forked out the money and went!

Well folks, that was their objective all year long. That’s why they kept blogging away in Seattle through all those miserable rainy days and nights: they wanted you to come to their conference!

So where do you come in?

You may have limited your thinking about business blogging to blogging from your CEO or key executives or just blogging about your company. That’s a good thing, but shows you how you can use effective, high quality blogging to keep your company’s products, services and even events in the forefront of people’s minds all year long… even if you aren’t talking about your company’s products, services or events.

Do it the BBS way and keep strong visual reminders about those products, services and events adjacent to, above and/or below your content. They don’t talk about their conference all year long. They talk about the issues it addresses.

And thus they become a thought leader.

And they sell a whole bunch of seats to their conferences.

And unless I’m unaware of it (always a possibility), that blog is their sole means of marketing that conference.

Amazing, huh?

Oh, one more thing…

Next time you are there, look at the right hand side of the page. They’re plugging their book.

So in your product/service/event blog which addresses the issues surrounding that product/service/event, you can plug not only the focus of the site, but related product/service/events as well!

So add that thinking to your mix. If you’re business isn’t blogging yet, maybe emulating their style would be a great way for you to start. If it is, you aren’t limited to “a” company blog. You can have a bunch of them.

You’ll find business blogging can be a beautiful thing…

6 comments for In Praise of Our Competitors: shows us how to do it right »

  1. Great post, and it also points out the reality that there’s really plenty of space in this market for more than one savvy competitor.

    Dave “#6 for business blogging” T. :-)

    Comment by Dave Taylor — October 27, 2006 @ 11:47 pm

  2. Great insight … but I think you confused Dave with me as a contributor to the BBS blog.

    Comment by Tris Hussey — October 28, 2006 @ 12:45 am

  3. I have just read your review and I thank you for it, but take time to see for my home business and do a review for it too, here is the link:
    Work at home business

    Comment by SAID — October 28, 2006 @ 4:58 pm

  4. Hi, Andrew, great post. One of the things I absolutely love about the blogosphere is that the assumption is networking with competitors is good for all of us. And another thing is the way it’s such a powerful tool to promote products and services without overtly selling.

    In fact, I’m off to post an article on my blog urging people to read this post.

    I have been accused, perhaps, of taking it too far. In my book Principled Profit: Marketing That Puts People First, for instance–which is all about driving business success through ethics, cooperation, and building relationships with others in the same space (even competitors)–I actually list 20 other copywriters, their areas of specialization, websites, and full contact information. But in order to get listed, each of them had to show they understood the abundance game by nominating at least one other copywriter.

    Hasn’t seemed to hurt my own copywriting practice any .

    Shel Horowitz

    Comment by Shel Horowitz, Ethical Marketing Expert — October 29, 2006 @ 7:16 am

  5. [...] Andrew Bourland, founder of ClickZ and a very successful entrepreneur, did a wonderful blog post on how proud he was of his competitors, and how their strategy of offering great information all year round made their expensive conference a very easy sell. So chances are good that they are one of the resources you would have turned to, along with Business Blog Consulting, for information and guidance on business blogging. You might have bookmarked us both in your list of RSS feeds you check regularly, and if you haven’t already, you should. [...]

    Pingback by Principled Profit » Andy Bourland Understands–Competitors are Allies — October 29, 2006 @ 7:26 am

  6. Allies– yes!! Competitors, hmmmmm. As someone who is mainly concerned with trying to create a place where all business bloggers can converge to share best practices, I want all authors and business blogging sites to feel like the blog business summit can be home to them.

    That’s why our book promotion is about giving the title away (vs selling it), so we can spread the word about the conference.

    In fact, any other business blogging authors who want to promote their book, let me know and I’ll email every person who ordered ours, with any discounts or related special offers that you’ve got. I’m steve AT you-know-what

    It’s true that we also do some consulting, which moves us into a mildly competitive arena with some of what this site is pursuing, but we view consulting as critical editorial development for the conferences, not so much as our core revenue generation center…

    Comment by Steve Broback — October 30, 2006 @ 4:12 pm

Leave a comment


(required but not published)

RSS feed for comments on this post. TrackBack URI




Posts via e-mail

Enter your email address:

Delivered by FeedBurner

Recent Posts:


Buzz Cloud:

Recent Readers:

Tag Cloud:


types of depression migraine symptoms building muscle for women how to get rid of back acne fast how to beat depression treatment for depression painkiller addiction signs workouts for women