Of course, in my day, there were many high school students that just read the cliff notes to do a book report. I am sure that today, kids just browse the web and cut and paste a report together. Either way, it's a shortcut that most teachers will quickly detect.

Readers of your blog, or the lack of readers of your blog, will know when you don't read other blogs too. 

You shouldn't write a blog unless you read other blogs. Reading, commenting and linking to other blogs are more important parts of growing your blog readership than writing great content is.

Get yourself an account at Google Reader and start subscribing to some blogs. Read them for inspiration. If you're human and you know how to relate to people, leaving comments and linking to other blogs will happen naturally. Guess what will happen next? People will start reading your blog, linking to you and leaving comments. Then, you'll have a successful blog.  Kinda like getting good grades helps you succeed too.

I met Chris Baggott at the Inbound Marketing Summit, where I also saw Seth Godin speak in person for the first time. I twittered Seth's whole speech here. I have followed Chris's blog for a long time as he founded Exact Target, an email marketing software as a service company. 

I don't have as much of a man crush on him as he does on Seth, though. The video above is clever bordering on scary stalker dude. But, it has a great lesson about blogging. Anyone starting a blog should watch it. 

Dharmesh and the HubSpot internet marketing software development team launched another free tool the other day.

As companions to the free SEO tool, Website Grader, and the press release SEO tool, Press Release Grader, Twitter Grader analyzes a Twitter users influence.

Unlike the other tools, Twitter grader has a leaderboard which shows the highest scoring users. Of course, it's only evaluating the users that have evaluated their Twitter profile via Twitter Grader. But, as of today, that's atleast 20,420 people, including Barack Obama, who comes in at #1 right now.

Dharmesh is hard at thought about how to help small businesses and marketing professionals leverage the social mediasphere to market their businesses more effectively.

There are some new features in the main HubSpot software which help businesses improve their blogging (Blog Analytics) and identify social bookmarking entries (HubFeed) that are related to their products and services (so they can participate in the conversation). I've started using these tools to generate greater returns on my time spent blogging and leveraging social media sites.

Twitter Grader is more of an experiment at this stage. And probably more of a "we think it'll be cool" application than anything. 

However, any thoughts about how Twitter Grader could help a company better leverage Twitter are welcome. HubSpot is listening.

When is LinkedIn Grader coming, Dharmesh?

Since I started blogging on the HubSpot business blogging platform on my own URL, I haven't claimed this blog on Technorati. Technorati Profile.

If you haven't claimed your blog, you should go do it. Looks like there's some new capabilities over there I'm going to explore a bit more.

Sales training expert and client, Tony Cole, sent me a note today. He pointed to Seth Godin's article about how technology, while sometimes making us more efficient, also gives us excuses to be less personal when serving our clients.

Tony asked, "Why doesn't Seth have comments? How can I leave a comment on Seth's blog?"

It's a valid question. I don't really read Seth Godin's blog (more on that later). If I had to gander why he doesn't have comments set up, it's because he's tired of moderating comments or deleting spam comments. Or it could be because he wants people to link to him and comment on his post in a post on their own blog. Or it could be for another reason. I don't know. Seth has commented on my blog a few other times. So, maybe he'll share.

Personally, I think comments make a blog much more personal by enabling interaction with readers, whether they're prospects, clients, partners or whoever.

However, I'm not Seth. As I posited here, Seth probably has a challenge having personal relationships with the 100s of thousands of fans he has. I have challenges having personal relationships with my 70 or so clients, 700 blog subscribers and 3,000 email subscribers. I can't imagine the deluge of conversation invitations that Seth receives.

And this is why I don't read Seth's blog. I might actually get to meet Seth next month, which'd be cool. He's speaking at the Inbound Marketing Summit and I'll be attending with the marketing conference equivalent of a backstage access. But, in normal life, most of us won't meet bloggers that have 100s of thousands of subscribers. Just like my wife has little chance of meeting Joshua Allen when she goes to the "So You Think You Can Dance" concert in Boston. And I probably won't ever meet Warren Buffet. In the same vein, I will most likely never have a meaningful business or personal relationship with any of these people.

The blogosphere isn't that different. The bloggers that have huge followings aren't going to interact with you in a meaningful way, unless you're very persistent and have something that they know they need. Or you agree to be their intern or something pretty silly like that.

So to answer Tony's question, if you really want to leave a comment for Seth, write a post and link to his post. However, I'd recommend initiating blog conversations with people who might be more receptive to mutually beneficial relationships.

Seth has great stuff to say. But, so do a few other thousand bloggers that write about similar stuff.

It's not really Seth's fault that he can't interact with everyone. I never really met Britney Spears either.

Brook Group is a client of mine. (Advice from Kara Brook.) They are also a great partner and we have a bunch of mutual clients. One of them is HaloPets. I've been advising Kara all along about how to help her clients generate more traffic, leads and sales from their online marketing.

We were talking about the Halo Pets Organic Pet Food blog the other day. Specifically, we were talking about the style of writing, as well as how to use the blog strategically to increase traffic from search engines.

A blog is a great SEO tool. Many people blog and just stuff their keywords in it. That doesn't quite do it, although as Rick Barnes mentions, traffic to a blog from SEO should justify the time spent on blogging. A successful blogger also engages with their audience. They spend as much time reading other blogs, leaving comments on other blogs, linking to other blogs, etc. This helps them grow their own readership faster, generate more comments from others on their own blog and get more links pointing to their site. All of these activities will help drive direct traffic, as well as increase the amount of traffic from search engines (because of the new inbound links).

Humans have this strange interest in connecting with humans through common interests. Yeah. I know. It's not that strange. I'm being sarcastic. But, most new business bloggers don't realize that blogging is about a conversation.

Not every blogger is great at this. It takes a knack for storytelling, relating and listening that few souls have. One of those souls who has it, is one of my best friends, Amy Breton. I've blogged about her before. But, I also connected Amy and Kara and Kara recruited her to write for the HaloPets blog. Amy has a great knack for storytelling and an amazing knack for connecting to animals and humans, alike.

Here's a video that the Boston Globe recently produced about Amy and her husband owning the oldest living rabbit, Guinness approved.

Here's Amy bio on the HaloPets blog. And here's an article that Amy wrote about why dogs eat poop. If you don't plan to read the whole article, you should know that it's generally ok that dogs eat their own poop. You shouldn't though.

Read Amy's writing. You'll see the passion. Take a bit deeper look and you'll realize that Amy's articles get more Digg mentions, as well as a few more comments than the average post on HaloPets. I expect that to increase in time, since HaloPets is now a group blog with a lot of interesting writers, and Kara's team is smart about networking online.

How recursive is this?

As this gets published, I'm speaking on a panel at the WBJ Sales Summit w/ Mark Roberge and Dave Hurlbrink. Mark is speaking about SEO. Dave is speaking about sales workstyle management. Together, we're doing our best to spell out important pieces of an inbound marketing strategy that will help the attendees improve online lead generation and lead nurturing activities within their organizations.

Here's my presentation on why blogging is an important component of that.

I'll also be referencing a few links during the presentation.

Blogging as SEO Machine.
Check the results on google for "a search for Central New England Sales Summit". Also, take a look at how well my article about blogging and sales ranks for a keyword search of "improve your sales process".

Blogging as the Host of the Conversation
Take a look at Dave Kurlan's article where he asked people what their best sales advice is. Take a look at this article and how my clients endorse us in public in our comments, where our prospects read it. Noel Huelsenbeck:

"John is right on one account when he says "learn how to market your business on the web yourself" I would add, and do it using a proven methodology and experts, then add the hard work. Why John is out searching the web trying to find the short cuts and getting "free" info I've already designed my site, ranked my keywords, gotten leads, made sales and taken my $250 investment and made thousands."

Blogging as Networking Central
This blog post about the best internet marketing blogs led to many new relationships for me and HubSpot. I also make a habit of answering questions on LinkedIn where I can leave links to relevant blog posts. After the sale, I also frequently highlight my clients as I've done in this series of posts where I asked individual clients to share their internet marketing advice.

Blogging as Lead Nurturer and Lead Capture Tool
I'll be referencing this quote from Rick Roberge's blog (who's speaking now in the other room, btw):

I've had conversations with peers about whether salespeople should generate their own leads.

I've even gone so far as to say that the stronger your lead generation program(s), the weaker you are encouraging your salespeople to be and vice versa. The weaker your lead generation is, the stronger your salespeople need to be.

I'm constantly getting pushback. Salespeople want fancy websites, big advertising, more mailings, marketing support, yada, yada, yada. Anything for more leads so they don't have to work so hard.

In summary, blogging is an extension of what I do as a salesperson. It helps me generate leads, nurture prospects and sometimes it's the thing that seals the deal.

When I relaunched PC4Media as a project a few months ago, my goal was to create a network of businesses that blog. I've enrolled about 60 or so companies. All engage at a different level. Some are doing great like my favorite MA real estate attorney, Dave Lima. Some have too many other priorities in the way and haven't really gotten out of the gates. 

Many businesses think that blogging is just about publishing information. It is about publishing information. But, a business that engages in a conversation through their blog generates much more value out of their blogging activity. 

Here's what I wrote to describe my members:

The PC4Media network of businesses are all experts at what they do. But, more importantly, they are committed to publishing educational, informative and engaging information about their industry, their business and their experience. Further, they are committed to engaging the broader community online in a transparent conversation, while supporting each other as they each grow their respective businesses.

Rick just published a post called "Experts that Share" that says the same thing much more succinctly:

I enjoy the freeflowing exchange of expertise and ideas with people that are good at what they do and realize that collective thought is usually much more productive than the sum of individual thoughts. 

Blog networks are a big deal. For people new to blogging, the idea of a professional blog network was born around 2004. The idea was to pull together a bunch of blogs on different topics and have them share resources, and use successful ones to successfully launch new ones through cross promotion. Calacanis and Denton were the first ones to make it work with their respective networks: Weblogsinc and Gawker Media. Calacanis sold Weblogsinc to AOL in 2005 and it makes AOL a lot of money. Gawker Media is still independent and recently conjectured to be worth about $150M. However, there's lots and lots and lots of blog networks around now. I blogged for Creative Weblogging for awhile. b5Media seems to be thriving. TechCrunch, GigaOm, PaidContent and a few other blogs have taken their popularity and used it to launch other blogs, thus creating blog networks. Federated Media and Glam Media have pulled together blog networks by recruiting a bunch of successful bloggers to outsource their ad sales. 

There's a bunch of benefits to a blogger joining a blog network. Behind the scenes, there's a lot that goes into making a blog hum from design, building, hosting to ad sales, ad serving, research, fielding requests from public relations firms, writing, comment moderation, recruiting writers, payroll, etc, etc. However, the biggest benefit of being involved with a blog network is the cross promotion opportunities. A successful blog can quickly make a new blog successful by linking to them frequently, putting them in their blog roll and sometimes, just by association.

But, all blog networks to date are media businesses. They hire (or are started by) great writers and they sell ads. Their business model is gaining eye balls and selling impressions.

The bloggers in my network are not in the media business. They're in the asian cosmetic surgery business, the laser liposculpture business, the bulk mailing list business, the North Carolina whitewater rafting business, the sales force evaluation business, the aed implementation program business, the deformable mirror business, the museum exhibit design business, the after hours trading information business, the home renovation design businesss. The list goes on.  

They don't sell impressions. They're not blogging about Audrina from the Hills' topless photos just to sell more ads. They sell real products and services.  They have real knowledge and real experiences.

Why isn't there a blog network for them? 

Blog networks have historically been run like journalistic enterprises. They've beaten the newspapers. They beat magazines. But, the motivations of the bloggers in my network are different. The means are the same. They must establish credibility, build a community and draw in traffic from search engines in order to build their readership. But, they want to drive traffic in order to generate leads and make sales. Not sell ads. Their products and services help people solve problems and create opportunites. They're not just sharing ideas and information for the sake of entertaining and informing. They're sharing ideas and information to establish credibility and make a prospective client feel more comfortable doing business with them.  They realize they need to be informative and educational in order to build a readership. They realize they need to link to other bloggers and participate in the distributed conversation that is the blogosphere. They need to do all of the things that a professional blogger does.

So, why isn't there a blog network for them? Why shouldn't businesses have the ability to join a network and benefit from a little cross promotion? They're adding value to the web by sharing their knowedge. They are the true experts. They don't write about their topics for a living. They do what they're writing about for a living. Their writing comes from years of hard won experience as practicioners. 

Joining the PC4Media online business network is not much different from joining a Chamber of Commerce or other business networking group. The reason business professionals join those groups is because it's an opportunity to get to know other business professionals, build relationships, do business directly and help each other out by referring business to each other?

Why shouldn't businesses have a blog network that allows them to do that online? Why shouldn't businesses proactively join a network and link to each other, promote each other, use LinkedIn and Twitter together? Why shouldn't bloggers who blog to benefit their business have a network that helps them establish their blog readership quicker, increase their search traffic and traffic from social media sites quicker? Join the conversation quicker. 

Now they have that opportunity.  Stay tuned as this develops. I'm excited and a bunch of my members are too. We're going to be having a lot of fun as we support each other in growing our respective businesses. You're invited to join us.