Blog model helps niche enterprises go global

New workshops are spreading the word among small business operators about a marketing model that combines the ‘Long Tail’ phenomenon with practical business blogging.

According to Glenn Nicholas, Perth business development consultant and entrepreneur, Australian small businesses are beginning to harness the marketing opportunities offered by the ‘Long Tail’ – an insight first expounded by Chris Anderson, editor-in-chief of Wired magazine.*

Glenn has added a practical dimension to Anderson’s model, and now presents regular workshops that show how carefully planned blogging enables small businesses to reap the benefits of the ‘Long Tail’ phenomenon.

A full feature article on Blogging and the Long Tail, by Glenn Nicholas, is available for publication with images and a graphic representation of Glenn’s business blogging model.

A Business Week cover story published in May 2005 became the first significant declaration of the impact of blogs. Here’s an extract:

“Blogs [are] simply the most explosive outbreak in the information world since the Internet itself. And they’re going to shake up just about every business – including yours. It doesn’t matter whether you’re shipping paper clips, pork bellies, or videos of Britney in a bikini, blogs are a phenomenon that you cannot ignore, postpone, or delegate. Given the changes barreling down upon us, blogs are not a business elective. They’re a prerequisite.”

Since the publication of this article, evidence from Technorati shows that the number of blogs has increased from nine million to 57 million, and continues to rise.

This year, Robert Scoble and Shel Israel published Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, in which more than 100 successful case studies include several small enterprises, leading the authors to conclude:
“We are convinced that blogging offers enormous opportunities for small businesses, whether they want to reach the immediate neighborhood or customers around the world.”

The model created by Glenn Nicholas facilitates this marketing process:

“By understanding the ‘Long Tail’ and how blogging can help a business engage with its niche, small businesses now have the potential to address a national and indeed global market,” he said.

His commitment to the ‘Long Tail’ philosophy and the future of business blogging has led him to create his own small business, PublicityShip, which aims to place small enterprises in front of a wider audience through publicity and online marketing.

As director of the business, Glenn runs regular business blogging workshops in Perth and Melbourne, with Sydney workshops in the pipeline. These events attract a wide range of small business entrepreneurs with a nose for the marketing potential offered by the Internet via blogs.

* Anderson summarises the ‘Long Tail’ phenomenon as follows: “As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.”

Further information
Glenn Nicholas can be contacted on 1800 468 416 or glenn@publicityship.com.au

For a full feature article on Blogging and the Long Tail, by Glenn Nicholas, hi-res headshot or generic images, and a graphic representation of Glenn’s business blogging model, contact jane@publicityship.com.au

For information on PublicityShip, go to publicityship.com.au