Comments on: Are Gartner Blogs Annoying? Are all Blogs Annoying? Is Twitter Annoying?

By: Anthony Bradley

Anthony Bradley — Wed, 28 Jan 2009 04:00:37 +0000

This might be boring but I don’t really disagree with anything said above. I really don’t want my, or any of these analyst blogs, to be “salesy” at all. You are welcome to call me out on any of mine that come across that way. I am happy to see that people are looking for a mix of opinions and insight into research plans and publishing because I do want to also use the blog to drive awareness of the research I’m doing and the research I’ve done.

Matt, I did send your tweet message to the Gartner Blogger Network (GBN) e-mail DL as a reminder that pointing to research is fine but not a substitute for delivering value in the post.

I appreciate all your feedback. It really is about getting to the point where blogging generates a valuable conversation.

By: Jame Ervin

Jame Ervin — Wed, 28 Jan 2009 01:36:14 +0000

Well I guess from any analyst I am looking for opinions. And from blogs the same holds true, but I expect them to be a bit more personable. What I’d like to see, from an analyst blog is a mix of info on upcoming research, or current research. A new angle on the report. Something informative, that is not included in the report. Perhaps a definition of new terms or trends (this can link back to your report for more details.) I am well aware, that we are blogging for revenue, but I want to try the milk before I buy the cow. I don’t want each post to be an executive summary of your report. What would be really great is a mini story on how someone used some date from your report to improve their business. And then, I might buy it. Or put some case studies to life, or your opinions to life. With a video on your research methodology. And combine your blog with your report, cover a few smaller points exclusively in the blog. Stuff that’s not suitable for a huge report, and we can use it to evaluate your “thought leadership,” and then decide to buy your reports. Because we understand how you think. My 2 cents.

By: Asfaq

Asfaq — Wed, 28 Jan 2009 01:27:30 +0000

very well put, Anthony. Blogs today are meant to ignite a conversation. When a post is written around popular opinion, its not even interesting anymore.

By: Matt Povey

Matt Povey — Wed, 28 Jan 2009 01:12:24 +0000

As the person who spat that tweet out into the world, I think it’s only fair that I elaborate. I can’t actually remember which blog post prompted it (and that is instructive in itself) but it will have been linked from one of the Gartner Twitterers who are themselves very interesting (hence followed).

A blog is not a press-release, it should be something which is capable of starting a conversation. It should not be a bland ‘statement of fact’ but build its argument either analytically or by providing evidence. In that situation, calling out to subscription only reports is fine – you’re saying, “here is the mother lode if you want it but there’s enough here for a conversation”.

By contrast, when I come to a blog (having been attracted in by a well constructed 140 character example of ‘kanso’ in action) which states a few bald ‘facts’ surrounded with what appears to be a veneer of opinion. And when that blog then links out to a number of paid reports which actually make the argument that the blog
purported to, the prospective customer is liable to get irritated.

So there is the simple answer. Write blogs, not press releases and people are likely to be interested. They might even buy the report.

By: Anthony Bradley

Anthony Bradley — Mon, 26 Jan 2009 22:19:34 +0000

“But maybe there are other ways to think about your blog, too, such as 1) a tool for bringing Gartner more into social media conversations 2) using it as a way to connect to more voices that can inform you for your research, etc.”

I could not agree with you more. This is the main goal. I definitely would not want the blogs to end up as just another channel for promoting our paid research. I read a lot of our blogs and I don’t think it is.

Thanks for your comment.

By: Bryan Person

Bryan Person — Mon, 26 Jan 2009 21:06:20 +0000

Anthony:

I think the challenge is really striking the balance, so that your blog doesn’t appear to be little more than a shill for your paid research.

The blog is certainly one channel to drive people to your research, because, as you note, that is what keeps you in business. But maybe there are other ways to think about your blog, too, such as 1) a tool for bringing Gartner more into social media conversations 2) using it as a way to connect to more voices that can inform you for your research, etc.

Jeremiah Owyang is the master at this, in my opinion. He shares *plenty* for free, including behind-the-scenes peeks into his research, his views on current trends, etc.

And because he’s so out there and open and building relationships, he can connect to folks that are willing to pay for his insight.

(In the way of disclosure, we are a Forrester client.)

Bryan | @BryanPerson
LiveWorld