Over the course of this past year I've spent much time researching about online marketing, reading many discussions on the benefits of content marketing, blogging, and blog commenting, and how it can positively impact brands. At first I can honestly say I didn't see the value of commenting, with the exception of potential back links to my website. So when I came across an article which spoke of a no-follow rule (which many blogs use to prevent any back links from being published) you can imagine my reluctance. I just didn't see the value.
Despite my skepticism, I'm a believer that we need to test things in order to make an informed decision. So I began commenting on various industry related blogs with the hopes that I could offer relevant information to the reader, potentially increasing brand awareness of my own company.
What happened next made me realize the value of commenting. To my surprise, I received a phone call from The National, one of Canada's most popular news programs. They wanted to feature my company (VidCruiter) in an episode on their national broadcast program. Naturally, I asked the reporter how he had heard about VidCruiter? His response: I read a blog comment on Slate.com (view the article here - Robot Invasion )
Now just imagine. One simple blog comment landed VidCruiter coverage on a nationwide program that brands spend millions on to place a few commercials during that time.
(To view the clip, start it at 3:20)
So I ask, what is the ROI on that one comment?
Takeaway:
Ok, so here's what I have learned. If you are ever questioning whether blog commenting is worth doing, I would say 1000% yes. Of course, my situation is unique, but being present and active online will undoubtedly help you raise brand awareness at some point if you remain consistent.
What do you think? I would love to hear how blog commenting has positively (or negatively) impacted your brand? Are you a skeptic or a believer?
This article was a guest blog post by Sean Fahey the CEO of Vidcruiter.com.
Guest post: Sean Fahey (@sfahey) is the CEO of VidCruiter.com (@VidCruiter), a video interview software company that helps improve the quality of hiring. He also and teaches at Universite de Moncton.
I agree that blog commenting is a powerful tool and great for raising the awareness of your brand.
ReplyDeleteYou do need to be careful with it and make sure that your comments add value - only commenting on a post where you have something useful to say. You also don't want to comment on too many blogs just in an attempt to get noticed or up your search rankings.
You are looking to do exactly what Sean achieved a natural opportunity from networking online.
Great post Sean!
ReplyDeleteI am a big believer of leaving comments/opinions on blog posts that spike my interest. You never know who's listening, and who might be interested in you. :)
Same here. I do my best to comment when I can.
ReplyDeleteCommenting is an excellent way to not only reciprocate, but to elevate your own brand awareness. Now with platforms like Livefrye and Disqus, you are essentially leaving a digital footprint that others can see.
I agree on being careful. Adding value to the conversation is important. As well, I feel that showing up for the conversation even though you may say only a few words, does counts for something. I also firmly believe that having genuine intentions when commenting is important. It's not all about SEO :)
ReplyDeleteThanks for popping by Kittie. Always enjoy your insight :)
I think blog commenting should be organic, meaning if an article spikes your interest (like this one) you should comment and offer your take. For me, if I had to use commenting as a marketing strategy it would take the fun out of it for me. However, it is important to be focused and strategic in terms of the blogs you read and comment. You want to develop relationships with bloggers who could become a strategic partner or a mentor for you, or simply because you respect the blogger (which applies to this case, I've got a lot of respect for Dave and his guest bloggers).
ReplyDeleteCommenting on blogs is a great way to become part of each individual blog community you're engaged in - and I find it amazing to see the high level of crossover in certain blogs - i.e. the same or similar people traveling in the same blog circles. That's where it starts to get real interesting and some unplanned opportunities (like yours!) pop up.
ReplyDeleteI agree with Sherry's comment below - it has to be genuine or it becomes quickly evident that it's a one way street for the commenter - and the community loses interest fast.
Great story Sean and nice job getting the extra exposure!
I think commenting helps when it's done right. Short comments ("Great post, man!") don't add any value and are actually more like background noise. Comments that are well thought out, insightful, and offer relevant information have the potential to connect you with other people, including influencers, as you found out. My suggestion to my clients is always to cast a wide net, comment on multiple blogs and then determine which blogs offer the most value for your time. Do you feel a connection with the blogger and the community she's created? Does the blogger reply to you? Are they involved in the community and comments? Does the blogger blog frequently and about topics you can relate to? Find those blogs and then provide value in your comments. That's how to make blog commenting work for you, in my opinion. To me, it's about establishing relationships as much as getting clicks.
ReplyDeleteI agree Sherry. Commenting can't feel forced. I tend to be a man of few words though, so I find I need make a conscious effort to comment.
ReplyDeleteI appreciate the kind comments :-)
I really enjoy the community that we have through Triberr! Thanks for popping by Rich!
ReplyDeleteSo true Alice. Very well articulated!
ReplyDelete