Home | TrendTracker | PowerBlog Reviews | The Experts | Newsletter
SMALL BUSINESS TRENDS brings you daily updates on trends that influence the global small business market.
Anita Campbell, Editor
Past life: CEO, corporate executive, tech entrepreneur, retailer, general counsel, marketer, HR ... (more)
email me
free business magazines
Trade publications FREE to qualified professionals. No hidden offers and no purchase necessary.
On Wall Street
The Deal
Computing Canada
Employee Benefit
Oracle Magazine
100+ additional titles. Click to browse.
Previous Small Business Trends articles can be found at the links below:
October 2003
November 2003
December 2003
January 2004
February 2004
March 2004
April 2004
May 2004
June 2004
July 2004
August 2004
September 2004
October 2004
November 2004
December 2004
January 2005
February 2005
March 2005
April 2005
May 2005
June 2005
July 2005
August 2005
September 2005
October 2005
November 2005
Or, use the search box below to find a
specific post:

Sign up for our FREE Small Business Trends newsletter. (View Current)

We publish regularly and promise we won't share your email address with anyone. (Privacy Policy)
* Don’t have time to read several dozen blogs a day? Pick two or three. Your brain will thank you for it.

Small Business Trends Radio
Tuesdays, 1:00 PM Eastern U.S. time
on Voice America network
Click to listen

November 1st: Torsten Jacobi, CEO of Creative Weblogging, joins host Anita Campbell. Sponsored by Six Disciplines. Show details.
Sunday, March 13, 2005
PowerBlog Review: Security Awareness

Editor's note: Welcome to the fifty-sixth in our series of PowerBlog Reviews of business weblogs.

Security Awareness for Ma, Pa and the Corporate Clueless is a blog by the Security Awareness Company, headquartered in Seminole, Florida, USA. The company teaches computer users to combat security threats with personal knowledge and not to just rely on technology, by becoming "security aware" about avoiding viruses, managing passwords and protecting vital information.

The company views the blog as the central piece in their guerrilla marketing strategy on the internet. The company is in the training and education business. Having a blog to publish content is central to the company's business. Greg Hoffman, the Chief Marketing Officer of the company tells me:

"Our CEO, Winn Schwartau, is a legendary expert in the Computer Security Industry. For the last twenty years, Winn has written more than a dozen books and thousands of articles on topics ranging from Information Warfare to Internet ethics for kids. We needed to find a vehicle for all of this accumulated content and give computer users tips and tricks about how to protect themselves. The blog has become a central publishing house for security awareness content."
The company is in the business of selling training and education, yet it gives away considerable content through the blog.

The posts are a combination of current news items about computer and cyber security, and mini-tutorials on topics such as "What's a virus?" They strive to give a balanced view of the topic of security. For instance, there is a post that points out that not all hackers are bad.

The blog also features guest posts by bloggers with special expertise, including this post on resume fraud.

The company combines the blog with a newsletter, not in place of the newsletter. They also offer RSS feeds as a third strategy for delivering their messages and connecting with prospects and customers. The blog always features prominently in the monthly newsletter.

They use an interesting way to integrate the blog with their commercial website. On the blog is a graphic that looks like a school chalkboard advertising online security courses for $5.00 each. The graphic links directly to the online courses. I don't know how many courses the company sells through the blog, but at $5.00 it has to be close to an impulse buy, so presumably they would sell well.

To attract traffic to its blog the company has used a combination of techniques. They submitted the blog for various awards and recognitions, including USA Today for which they were named as a Hot Site. They also cross-link with relevant-topic blogs and sites.

I asked Greg his advice for newbie bloggers. He says to make sure the content is something the target audience cares about, and stick to the message. But at the same time, listen to your audience and adapt accordingly. He also advises coming up with a plan and a schedule for blogging.

The Power: The Power of Security Awareness for Ma, Pa and the Corporate Clueless blog is in the way it is central to the company's online strategy as a place to house writings on computer security. They've turned it into an unintimidating, welcoming place for those without technical knowledge.
More news... more trends... more insight...

Home | Privacy | Terms | SmallBizTrends
(c) Copyright 2003 - 2005, Small Business Trends LLC. All rights reserved.