Speculation, a favorite pass-time of many bloggers, is fun, but you should get the facts before you sponsor any blog.
That being said, it never hurts to latch on to a winner early (especially if a sponsorship is being priced competitively), and there are a few up-and coming winners out there, particularly if your focus is narrower or broader than supply chain innovation, education, and best practices. So, if you are a forward-thinking marketer who knows your traffic is going to the blogs (after all, the only traditional publication that appears to get more regular web traffic than this blog is Purchasing), I’d highly recommend that you consider putting your logo on multiple, complimentary blogs and make your brand #1 in the eyes of your prospective, and discerning, customers.
First off, in the supply chain space, I’d recommend taking a close look at Bob Ferrari’s Supply Chain Matters. While still on the low end of the middle ground in the rankings (between Procurement Insights and Supply Excellence), Bob has been churning out high quality content since day one. If Bob decided to make Supply Chain Matters a daily blog, stepping up from his sporadic posting schedule of about every three days on average, I think Supply Chain Matters could shoot up the charts and quickly become, without question, the third most visited blog in supply and spend management space.
Secondly, in the related Metals space, I’d highly recommend Aptium Global‘s Metal Miner. Now augmented with it’s MetalMiner IndX service, Metal Miner, which now claims to be the fourth largest online metals publication (and the traffic engines appear to support this claim), has been bringing you quality information on the metals market since it’s launch in December of 2007. It’s no-nonsense approach to quality information day-in and day-out, coupled with it’s metal pricing index that is updated daily, has allowed it to climb to the point where it is now also the third most trafficked supply chain blog (which you can verify through external triangulation across the five major traffic ranking sites). Quite impressive.
Thirdly, in the broader enterprise solutions space, I’d recommend Vinnie Mirchandani‘s Deal Architect. While Vinnie doesn’t tend to do deep dives into particular solution offerings very often, he offers a myriad of insights on a regular basis that can help you get a very strong understanding of the enterprise software space if you read it regularly. And that is one heck of a useful service … especially since you’d have to subscribe to Gartner or Forrester to get the same quality of insight, and they’re certainly not free!
Well, those are my recommendations if you’re on the market for (multiple) blog sponsorships as an innovative, thought-leading organization.