Blogging Relations 'BR' the Concept that Combines PR, SEO & Blogging

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Search Engine Marketing, Website Design and Development Firm, Backbone Media combines its strengths to initiate a new BR Â?Blogging RelationsÂ? service for CEOs or CMOs looking to extend company leadership, brand and organic search engine rankings.

Now that the reality of the new blogging economy has hit the mainstream we believe those SEO content strategies are just as relevant for building a business blogging strategy.

The new blogging economy means that companies are facing customers who know more about their products and industry than they do. Customers have the ability to self publish on forum sites,, blogs and other self-publishing community sites. Customers are discussing products with their fellow customers.

Stephen Turcotte, President of Backbone Media says that, "Just doing SEO, SEM, PR and Online Advertising will just put your company on par with competitors. The industry leaders of tomorrow are blogging today. Companies need to be in a position to join the discussion or they risk more than just competitive advantage, they risk having a jilted customer or a simple misunderstanding cost them millions. What companies need is a SEO strategy that isn’t at odds with their web group and a Blogging system / procedure that does not require a wholesale investment of the thought leader’s time.”

The cluetrain manifesto, a book written by Chris Locke, Doc Searls, David Weinberger and David Levine basically explains that markets are

conversations amongst customers, companies have traditionally not really joined in those conversations in a formal way. To succeed in the new economy companies will have to engage their customers and markets by joining in the conversation. Microsoft is perhaps the best example of a large fortune 500 company to have embraced the concept of the cluetrain manifesto. Microsoft's strategy has not been to dictate the use of the strategy across the company, merely to give departments the tools to blog and see what happens. What's happening is remarkable individual employees are using blogs to engage customers and change perceptions about the image of customers on a one-to-one basis that is magnified to thousands if not millions of customers. Using blogger relations Microsoft is going through the process of changing its customers' perceptions about the company, in addition, Microsoft is changing within (see the case study on Microsoft)

Currently, Backbone Media, Inc. helps clients develop blogging strategies that work within the new blogging economy. They conduct an online media audit of a company’s customer community, identify the key influencers in the community from both the perspective of thought leadership and readership, who’s talking about you, plus the benefits of getting a link from their website to your site.

The next step in their process is to identify the content strategies that both link to a customer’s products and ensure that a pitch, comment, trackback is not just seen as a crass attempt at selling a company’s set of products. Backbone Media, Inc. believes that the best way to get high rankings on search engines is to build good highly relevant content on a set of keywords and topics. If your content is relevant then your customer community and search engines will vote for its relevancy by linking to it.

John Cass, Backbone's Director of Internet Marketing Strategies “I'm inspired by the evolving nature of SEO and PR into 'blogging relations' or BR. I don't think blogging relations just relate to blogs, it includes any website that gives customers and industry influencers the power to self publish but as a concept it does describe the new cultural phenomenon of blogging as it combines with search engine optimization. A company conducting 'blogger relations' doesn't only look for links from highly ranked websites; a company first develops a content strategy that will be of interest to the community. As the examples of Microsoft, Macromedia and others were detailed in the Backbone Media corporate blogging white paper, focusing on a content strategy of your customer's ideas and feedback produces the greatest opportunities for creating customer evangelists, more links, sales and higher search engine rankings."

As an early pioneer in search engine optimization and marketing (founded 1996) Backbone Media, Inc. has always professed that a client's content strategy is the key to building high search engine rankings. Turcotte said, "Now that the reality of the new blogging economy has hit the mainstream we believe those SEO content strategies are just as relevant for building a business blogging strategy." Backbone Media, Inc. helps clients combine their content strategies for the new blogging economy with an SEO strategy that helps to develop relevant content that boosts search engine rankings.


John Cass

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