Blogging can brand you an expert. Moreover, your blog can also help you leverage the reputation & recognition of others. By co-
blogging, you can leverage each other’s time, topics & traffic. Here are 3 models, 2 examples each, of how bloggers are exchanging content & contacts:
1) Cooperative Bloggers, like Healthcare in Compliance or The Insurance Pro’s
When Ester Horowitz wanted to launch her blog, she had a vision of creating a resource for physicians, group practices, clinics, hospitals, and other healthcare businesses. They are under extreme scrutiny and compliance obligations. While Ester’s expertise is in developing compliance management processes, she doesn’t operate in a vacuum. As a professional, Ester often calls upon the expertise of other specialists. Why wouldn’t she reflect that in her blog?
Instead of “Healthcare in Compliance” being a solo soapbox blog for her, Ester has created a platform for her colleagues: She asked some of her closest colleagues, who are also adept at writing, to participate; most of them have their own blogs. It’s pretty easy for them to share excerpts, highlights, and other content with the cooperative blog. While she most regularly contributes, Ester also has a roster: They are not simply “guest bloggers,” they are contributors. As their strategic relationships flourish, their blog can become a whole lot bigger than the sum of its posts.
Similar, but different, are the relationships between Jay Silverman, Seth Jonas and Tomer Dicturel. They once belonged to a chapter of Business Network International (BNI); there their relationships & referrals grew. Jay wanted the benefits of a blog & social media marketing, without its burdens. He also knows the power of leverage: He brought together 2 other complementary professionals to launch The Insurance Pro’s blog.
Seth & Tomer are experts in their respective fields. All 3 of them now benefit by having a thriving blog, social media content to promote, and an email newsletter that goes to each other’s network of contacts. As an evolution of their networking experiences, their new on-line networking is even more efficient.
2) Co-authoring Bloggers, like Judy Heft or Mendy Lipsker
Simple testimonials are rather pedantic. Rather, stories of distress where a solution is uncovered is wrought with suspense, surprise & satisfaction. That is what Judy Heft achieved when she interviewed her friend Jane in her article, “Identity Theft: Falling Through The Cracks In A Foreign Land.” This is an example of how to interview someone to bring out your point.
Likewise in a different way, Mendy Lipsker achieved his point. In his article, “8 Big Mortgage Mistakes and How to Avoid Them,” Mendy invited Joseph Meerbaum, Esq. to guest blog. While guest blogging is an easy way to exchange content, it can easily seem out of place: a stranger in the home. Rather, Mendy went 1-step further: He introduced his colleague and made him (and readers) feel welcome. Mendy’s experience running a networking group shows.
3) Aggregation by Associations, like NYSCDM or Gotham Networking
Aggregation by Associations is now trending: More & more membership groups are inviting its members to submit their blogs (and/or individual articles) to their cooperative blog. Everyone benefits: The Association gets to have a thriving blog, and members benefit by showcasing their expertise, potentially marketing through the Association & learning from one another.
The New York State Council on Divorce Mediation (NYSCDM) has an open platform for its members to submit their blog articles. While the percentage of member participation is low, they have enough consistent bloggers to make their blog thrive. Those who do regularly contribute are able to benefit from increased exposure through their professional association. Most of them are leaders in their profession and benefit from their networking savvy.
On the other hand, Gotham Networking has a 2-tier co-blogging platform:
1) Each day is assigned to a specific author. This way, Gotham is ensured a daily blog. Authors engage the membership through interesting content & through a friendly competition of who can get the most comments. Those who do comment benefit from the increased exposure (name recognition) within Gotham & throughout the Internet.
2) Gotham Networking recently launched a sophisticated online networking platform, rivaling LinkedIn. One of its homepage areas, called Gotham Shares, is a membership Wall (a la Facebook). While self-promotion is prohibited, members are encouraged to promote their blog articles. Like the daily blog, these posts are accessible by Gotham members & may be indexed by Internet search engines, like Google.
How can you follow these examples?
I suggest launching a cooperative blog only with close colleagues: preferably with those you already have a working relationship (mutual clients or an on-going exchange of referrals). It will be essential to coordinate timetables & hold one another accountable. Thus, a strong relationship, and a leader, ought to be established.
Co-authoring articles can be a pain in the neck: Going back & forth with revisions can drive you batty. If you do want to literally co-author an article, I suggest doing so on a system like Google Docs – where each of you can edit the same document (simultaneously if necessary). This will prevent “revision/attachment hell.” I can’t imagine running phoneBlogger.net without a co-editing tool like Google Docs.
Better yet, do what Judy did: Interview a client or referral source. Ask colleagues to share their perspectives & use it as verbatim as possible. You can transcribe a telephone conversation, or ask your colleague to answer 3 – 5 questions by email. With a little polish, a Q&A format is a quick way to mimic a co-authored article. In similar fashion, Mendy handed the mic over. Better yet, he introduced his colleague & topic. This way, the guest blogger wasn’t being treated like a stranger.
These “content exchange” examples aren’t exhaustive: For example, while swapping contact lists is considered spamming, exchanging articles in an email newsletter has even greater benefit. Likewise, cross-promote blog articles via social media.
These examples aren’t mutually exclusive; they are powerful when combined: Networking groups & Associations can showcase blog links, aggregate member articles, plus encourage interviews & co-authoring among its members (and their associates)! Do you belong to a peer-development organization (e.g., Bar Association) or referral networking group? They probably don’t yet offer a cooperative blog, LinkedIn Group, or email newsletter. No need to wait:
Why don’t you suggest this new member benefit? They have examples to follow, and can also lead by example. Interested members (charter co-bloggers) can form an coordinating committee. I’d be happy to help guide such an initiative. Please ask me your questions & offer more suggestions as comments: Together, everyone achieves more!
Vikram Rajan, co-founder
vik@phoneBlogger.net
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