Blogs give business a global reach

An innovative way to market your services is revealed in a letter to the Financial Times, revealing blogs are more than just a prescribed conversation with anyone who visits.

Political and media consultancy TPPR says they produce a blog posting about three times a week, mostly out of material they create for client companies and individuals.

Rather than being content that will be read only if people choose to visit the blog, the firm e-mails the posting to a targeted new prospective client, in order to generate new business.

In his letter, TPPR’s Tim Pendry also says they may send the posting to an existing client to “keep our name above the parapet and show that we are still thinking.”

Both types of recipient are then encouraged to send the posting on to their like-minded friends, who may run businesses in the same or similar industries.

“The viral marketing works within our fairly small group of potential clients and contacts. What remains on the blog as historic posting provides an easily accessible public resource to which we direct new contacts,” the firm said.

This week, bloggers were offered a new tool from Google designed to give them unprecedented exposure and new audiences worldwide, whether they blog as a hobby or for business.

By downloading software from, bloggers can welcome their visitors to the site with a button that lets them choose which language they would like the content translated into.

The software is currently limited to 13 languages, including French, German, Chinese, Japanese, Korean and Arabic, and only translates to, or from, English.

“We're working to support other languages and will introduce them as soon as the automatic translation meets our standards,” Google said in a statement.

“It's difficult to project how long this will take, as the problem is complex and each language presents its own unique challenges.”

Users can also help improve the tool if the entered words fail to translate properly by sending feedback directly to Google, which says it will use the comments to improve “translation quality in future updates” of the service.


16th November 2007

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