One of the most popular posts on almost every blog this time of year is a roundup of the most popular blog posts for previous year – 2013. While we have a few interesting and popular blog posts on our own blog, I thought it might be even more interesting to share the blog posts that other people wrote that we loved the most / found the most useful.
At TwentySix2 Marketing we follow over 100 blogs so our team can keep up with changes in the online marketing industry. When we find really great blogs that everyone on our team should read, we share them internally using a defined process.
When I sat down to write this blog post, I originally intended to list and write about the best blog posts our team found and shared internally over the last year. As I started compiling this list, I started to think bad thoughts, very bad thoughts…
What if my competitors are reading this? If our expertise is our competitive advantage, why should I give away such valuable knowledge to my competitors?
The truth is that I am friends with many of our competitors and we actually share a lot of information with each other through great organizations like Atlanta SEMPO. I definitely share information freely with those of us that have been in the business a while, so I am not sure why doing it here is any different.
Of course, this is completely crazy!! After all, the Internet was built on a foundation of information sharing. With over 7 billion people in the world and with over a gazillion blogs, it’s pretty easy to find information about anything you want on the web. Not to mention, knowledge is only half of our secret sauce – execution is the real key.
Even so, I worry about sharing such great stuff. On our website we do a pretty good job of telling visitors why we are different or better than the competition, but we still save the best information for in-person meetings and presentations.
For example, most agencies in Atlanta do a pretty poor job of providing their clients with reports that give them visibility into what’s working and what’s not. Most agencies print out hundreds of pages of graphs and data generated by online tools that don’t really tell you anything. Reports are meaningless without an executive summary and a plan of action.
So while it would be nice to put sample reports on our website for sales prospects to read, it’s just not worth it. We only show this information in person during sales presentations.
So should I share the best things we learned in 2013 with everyone in the world, including some of our competitors? Should I share the best things we learned in 2013 with anyone but our clients?
I think not.