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Blogworld Speaker Interview: Chris Baggott


Another in our series of Blogworld Expo speaker interviews, this is Chris Baggott, CEO and Co-founder of Compendium Blogware.  Ready?  Here we go!

Q: In two sentences, highlight your background and professional experience to date. One bonus sentence: how’d you get started blogging?

I began my career doing database marketing in the catalog industry.  My frustration was that in spite of a terrific insight into customer behavior, I was stuck sending a batch of similar books to everyone regardless of the specifics related to individual data.  This led me to Co-found ExactTarget the worlds leading Data-driven Email Service Provider.   As the company evolved I realized that although Email is perfect for building dialog and relationships with people you already know, it does nothing for acquisition.   The number one online activity other than email is search…this led me to found Compendium Blogware.

Q: How often do you blog?  What platform do you use?  Why?

Chris Baggott

Chris Baggott

I blog nearly daily.  Every employee in our organization is empowered to blog.  Probably 8 drive most of the program but our goal is to make sure as a company we generate at least three posts a day.  We use Compendium obviously because it’s the only tool that is SaaS, designed to empower employees and built for SEO through the unique “Compending” algorithm.

Q: Point us to one or two recent postings on your blog that you think were superb, and tell us a bit about your writing process. How long did it take for you to come up with the topic?  How long to write?

Blogging Best Practices

I write about our clients and general blogging best practices.  Specifically my goal is to get business and other organizations to realize that blogging can have a legitimate ROI.  It’s ok to be both Social and drive your business forward.  Seth Godin gave me the best advice ever when he told me to be Pithy.  Most bloggers in business feel like they have to write articles or whitepapers every time they sit down.

I just write 200 or so words about what I’m thinking regarding my business and my industry…and especially my customers.

Q: How often do you leave comments on other people’s blogs?  How do you find their entries in the first place?

I use Google Alerts for a lot of our keywords so my inbox is full every day.  I try leave two comments a day, but not so good at keeping that promise.

Q: Tell us a bit about your talk at Blogworld Expo.  Topic, key points you’ll cover, etc?

I’m doing two sessions.   The first is on Friday called Corporate Blogging; Myths & Reality with panelists Paula Berg of Southwest Airlines and Mario Sundar of LinkedIn.  We are going to discuss the recent Forrester report on business blogging and some of the disappointments and the gap caused by focusing on the wrong metrics of success.

Then on Sunday at 12:15 I’m giving a solo talk/discussion titled: How to Track, Measure & Adjust Corporate Blogs for Maximum ROI.  A lot of business blog inititatives never really get traction because perhaps the organizations are measuring the wrong things and don’t fully appreciate the power of business blogging to drive actual ROI.

In this session will discuss some new metrics and tactics to accomplish both the humanization that comes from blogging as well as drive ROI.

Q: How do you recommend new folk best experience a major conference and expo like Blogworld Expo?

People have to think about their specific goals.   Are you just wanting to share your personal journal?  Do you want to make money through a publishing model through Advertising or are you a business with specific demand generation and engagement goals.

It is easy to get off track with so many different models and objectives for blogging to forget what your specific end game is.

Q: Easy ones: Mac or PC?  Ipod or Zune?  Iphone or Blackberry?

Mac all the way.  Ipod of course.   Iphone but switching as soon as possible to the Blackberry Bold.

Thanks, Chris. Looking forward to both of your spots at the podium!

Interview by Blogworld co-host Dave Taylor, who blogs about tech support, business blogging and attachment parenting, when he’s not spending a ridiculous amount of time on Twitter (where he’s @DaveTaylor).

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