Simple Is the New Black

We're blog marketing consultants - or at least that's the major part of my contribution to the interactive marketing firm Franki and I run.

What exactly is blog marketing? It's the application of simple principles over and over and over.

Step 1: Start a Blog
Step 2: Read Lots of Other Blogs
Step 3: Write good posts and connect with your Target community.

That's it. Perform Step 2 and Step 3. Rinse and Repeat. The simplicity of what we do is often hard to explain, because most people don't believe that something as simple as reading blogs can make a difference in their sales revenue, brand, or recruiting efforts.

There is more to social media then reading and writing, but I see far too many companies stretching to gather benefit from social networks before they put in the hard work it takes to create that network. In their desire to wring profit out of a community, they skip the basic steps and then are disappointed with the results.

I have a theory about MySpace and why it took off. It wasn't the fabulous technology or the spam abilities of the founder or some massive advertising blitz. It was the simplicity of the platform. Anyone can set up a MySpace account, and gathering friends and posting pictures and video is so easy, that everyone wants to do it.

Complicated sign-ins, long user agreements, and cool, but sophisticated technology would have stunted the site's growth. But simple design, simple connections, and the ability to share led to the network effect most communities are seeking.

So when you're looking at new media - keep that in mind. Simplicity. The Basics. That's the magic formula.