After Edelman hired Steve Rubel and acquired (I hope that’s the right term) the Micro Persuasion blog, I knew the company was putting their considerable money in a smart place and I looked forward to seeing what was in the plans for the near future. Admittedly, I didn’t forsee this blog portal they’ve just set up (via Rubel).
The portal is clean but full of great aggregated content. Their bloggers are listed on the left, with snippets and links to their full blogs. Their podcasts also get a starring role in the top middle of the page. Under the podcasts is a section containing the stories they are watching, and a tag cloud is featured on the right side of the page.
You may ask, “why is this innovative advertising?” The fact is that it’s difficult to be found by clients because they don’t know where to look. And, then, if they do find you, they have a difficult time determining what sets your ad agency/PR firm apart from all the rest and why they should choose your firm instead of the myriad of other choices.
This blog portal answers both of those questions. Clients can find all your offices represented on the page and they can easily navigate to the area they need. Plus, with all of the blogs represented, their traffic will increase as people decide it’s easier to visit the overall Edleman page and not just the individual blog of the employee. Remember, RSS is still not mainstream enough to depend on it solely as a means of delivery, and a portal is still a model that is very, very attractive . I mean, you only have to go as far as to look at the site *this* blog sits on to see the popularity of a blog portal.
But, in addition, their portal is, in effect, offering up their best and brightest and showing you the collective voice of the company, even in different countries with different languages. Showing off your talent and their talent is always smart. However, creating experts of your employees by showing the clients just how much of an expert in their niche they truly are, is brilliant.