The new Blog Tree–in praise of infographics
Every and then someone comes out with a phrase that is an epiphany to me. This time it is what Joe Chernov exclaimed when he said:
You’ve gotta go through the eyes to get to the brain
…and so the infographic was born.
Through Joe’s blog, he has now created an updated version of the Blog Tree showing which blogs are the most influential that have been created over the past year. As an aside i am obviously delighted that Joe decided to use BlogLevel as a way to determine influence. To understand a bit more about the Blog Tree, I have copied below a post originally published on Edelman Digital by David Armano
I recently had an opportunity to catch up with Joe Chernov—Joe is the VP of Content Marketing for Eloqua, Co-chair of WOMMA member ethics panel and also the brain behind the “Blog Tree” series of infographics. Joe and I discussed the relevancy of blogs, influence, and today’s most significant business challenges for marketers.
David Armano: Tell us more about the “Blog Tree”: Who came up with the idea and in a world of Facebooking, Tweeting, why is a blog tree relevant?
Joe Chernov: I laugh when I think of this story. I came up with the concept – this sorta feel-good, tranquil visualization – while boxing. I literally dropped my gloves, grabbed my phone and called Leslie Bradshaw (my partner at data visualization firm JESS3). At the end of my rant, I half expected her to no longer be on the other end of the line. But she loved it. Leslie is a heady person, totally high concept. So she went with it, adding to the idea, changing it. She even suggested gnomes. But fortunately we drew the line at forest creatures. Anyway, a “blog tree” is relevant now because the jig is up on “best of” lists. Everyone knows that a “top blogs” list is a SEO trick masquerading as value. It’s self-serving aggregation. The Blog Tree is curation. It’s a visual exploration of what content matters and why.
DA: You decided to use Edelman’s BlogLevel to rank blogs listed on the tree. What drove your decision and more importantly what do you think are the indicators of successful blog?
JC: We went with BlogLevel for several reasons. To me, the Edelman brand is synonymous with “trust” and I think that a valuable blog is one that earns the readers’ trust. Take someone like April Dunford (Rocketwatch blog). She may not have the traffic of a top 20 blog, but I trust her perspective as much as I trust, say, The Economistmagazine. That has to count for something. It’s also worth noting that today’s Blog Tree is our “new growth” edition, meaning it’s only blogs that are less than two years old, so raw traffic is a poor proxy for success for these blogs. BlogLevel looks at much more than traffic. It gives a holistic perspective on a blog – influence, trust, engagement.
DA: Eloqua’s focus seems to be on scale, measurement and automation of marketing. Let’s take one of the three and dig deeper—how should marketers be measuring success these days?
JC: Ultimately it comes down to revenue. To what extent are your marketing efforts generating revenue, shortening sales cycles, or reducing attrition? Historically, marketers have been great at treating symptoms. The client is introducing a new product? We prescribe a massive PR launch, point-of-sale collateral, some influential endorsements, etc. Eloqua is focused on helping companies diagnose which efforts contributed to what amount of revenue. I think where Eloqua’s goals and the industry’s goals are tightly aligned.
DA: Marketers are more challenged than ever in capturing and holding the attention of the people they wish to reach and take action. Given your position on WOMMA’s ethics panel, what are some of the best practices when it comes to ethical practices, which yield results?
JC: First off, I get it. I am a marketer too. I know how incredibly hard it is to “get heard” on the noisy social Web. But attempting to short-circuit the system by obfuscating identity, creating fake profiles – or inducing others to do these things on your behalf – ultimately never works. And the irony is that these tricks, even if they were to work, are unnecessary. The real power of the social Web lies in transparency. It’s why the Edelman brand identity is so powerful and timely right now: credibility on the social Web comes down to trust. It’s the single most important attribute you can earn. I’d say that the best practice is to ask yourself before any marketing program: If all aspects of this campaign were made public, would my audience trust me more or less? If you even have to pause before answering, then I’d revisit the plan.
DA: Back to the “blog tree”: this year’s graphic surfaces some new voices compared to last. What is your prediction for blogging in the next year? Can we expect another tree?
JC: I was talking to my brother about how the first half of super hero movies is always more interesting than the second half. He said something interesting. He said, “Becoming is always more interesting than became.” That’s exactly why I think the New Growth edition is more interesting than the original Blog Tree. C’mon, most people already know you, Fred Wilson, Valeria Maltoni, and Brian Solis. To help people discover Caterina Fake’s personal blog or the incredible data visualizations on Information is Beautiful or the blog/community built around Stanford professor Jennifer Aaker’s book “The Dragonfly Effect”… well, that’s value of a higher order. We’ll keep The Blog Tree series going for as long as the public finds the infographics valuable. We have a few ideas already.
Filed under: social media | Leave a Comment
Tags: blog tree, blogging, bloglevel, edelman, edelman digital, eloqua
syndicate and subscribe
Most active posts
top posts all time
- Trends: The Battle For CMO Mind Share | Forbes on Top analyst blogs
- Analyst technology predictions 2011 « Technobabble 2.0 on Technology predictions 2010
- Social Media: Blueprints, eBooks, Guides, Tutorials and Whitepaper - Kleckerlabor on White paper – distributed influence: quantifying the impact of social media
- The Internet of Things and Change | Forbes on Top analyst blogs
- Tuesday's Tip: Why Context Matters – Forget Real-Time, Achieve Right | Social Media Blog Sites on Top analyst tweeters (via TweetLevel)
- January 2015 (1)
- December 2012 (1)
- October 2012 (2)
- August 2012 (2)
- July 2012 (1)
- February 2012 (3)
- January 2012 (3)
- December 2011 (4)
- November 2011 (2)
- October 2011 (1)
- September 2011 (4)
- August 2011 (1)
- July 2011 (3)
- June 2011 (1)
- May 2011 (4)
- April 2011 (3)
- March 2011 (1)
- February 2011 (1)
- December 2010 (1)
- November 2010 (1)
- October 2010 (2)
- September 2010 (3)
- August 2010 (1)
- July 2010 (10)
- June 2010 (3)
- March 2010 (1)
- February 2010 (7)
- January 2010 (5)
- December 2009 (4)
- November 2009 (4)
- October 2009 (3)
- August 2009 (7)
- July 2009 (3)
- May 2009 (2)
- March 2009 (7)
- October 2008 (2)
- August 2008 (2)
- July 2008 (3)
- June 2008 (5)
- May 2008 (9)
- April 2008 (8)
- March 2008 (7)
- February 2008 (9)
- January 2008 (18)
- December 2007 (3)
- November 2007 (9)
- October 2007 (8)
- September 2007 (5)
- August 2007 (6)
- July 2007 (8)
- June 2007 (6)
- May 2007 (15)
- April 2007 (9)
- @robmoynihan how did you know about this before anyone else? 15 hours ago
- RT @richardwedelman: Looking forward to sharing the stage @Cannes_Lions festival with @JamieOliver next Tuesday at noon CET #EdelCannes #Ca… 1 week ago
- 52% of fortune 200 companies that were around 15 years ago no longer exist due to disruptive innovation #constellation 1 week ago
- Was Hillary Clinton’s rally in NYC effective? | video.foxbusiness.com/v/429717620800… from #edelmanberland #edelman with @mikeberland 2 weeks ago
- At the #sunshineconcert with family. My son with YouTube stars @joe_sugg and @oliwhitetv http://t.co/5MBoTFeWHG 3 weeks ago
This work is licensed under a Creative Commons License
DisclaimerThis blog accepts forms of cash advertising in the form of link placement. However, neither my employer nor myself endorse in any way the sites that are linked.