Gateway blogging is a term I created that helps to frame business blogging activities so that the blog supports the business, and not the other way around.
Those of us who are running small companies, micro-businesses, micro-ISVs, and the like are more likely to have a blog as our main website than larger companies. We understand the importance of blogging generally, but it’s easy to get lost in the minutia and distractions of blogging. We forget that the blog is really the tip of a wedge of paid products or services. Because directly selling or pushing product on the blog is a turn-off, it’s easy to let the indirect nature of blogging lead us away from the purpose of the blog.
Your Business Blog is a Gateway
So I’ve constructed this analogy: a business blog is the gateway through which customers and future customers enter, enticed by the information, skills for hire, or products/services they see just inside the gate. Once inside the gate, there are more rewards for going deeper beyond the gate. It’s at this point where your sales funnel takes over. Gateway blogs don’t replace sales/conversion funnels. Gateway blogs are the pointed, relationship-building add-on to that process.
PS – sorry the very ending of the video transitions a bit abruptly! Video is still a little new for me. 
But I’m getting better with each one! (how do you like my opening/closing credits?).
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This term is perfect! I’ve been thinking a lot about this lately… as websites evolved there has become a set of standard for what works and what doesn’t in terms of conversions.
I don’t think this has really been tapped yet for blogs when the blogger also sells a product or service. I’ve been thinking about a collaborative project of some sort to develop a system that works. Let’s crack this thing!
I will certainly be following this exploration with you
Christine
Great idea Michael, it reminded me of something I have been thinking about for a long time – only I was pointed in the wrong direction.
What is the “Most Wanted Result” that your readers of a blog post looking for? By taking that perspective into account I have a much better chance of making a connection and impacting them.
@Christine you have a great blog, first time I saw it.
What business bloggers are looking for is “lead generation”. When developing a gateway we have to get out of our own heads and into the mindset of our readers/prospects and develop content that meets them at the intersection of their needs and wants.
Well said, Greg, that is correct. Thinking of blogs as “online diaries” or even “marketing messages” does a disservice to the visitor/customer, because it ain’t about you — it’s about the customer. And there’s nothing in it for them to hear your marketing message.
If you do build a great experience, visitors will tell each other about that. Word of mouth is very powerful, I think its all about being able to translate into an incredible experience everything you have in your head.
Ariel, thanks for commenting! Having a vision and sticking to it is important on business blogs. I think making sure your customers have an incredible experience has to happen so that you can blog about it and attract more customers and get positive feedback from current customers. These customers will do your selling for you.
We were just discussing business blogs on the forum so it was good to read your post. I agree with the idea of Blogs as a gateway yes.
Gateway blog – logical concept.
I’m wondering if gateway blogs are useful to established businesses with name recognition?
Mark, I certainly think that gateway blogging is applicable to established businesses with name recognition. As I continue to formulate the components and processes of Gateway Blogging, I have developed several different types of Gateways for different kinds of businesses. A business that sells products, for example, has different Gateway Blogging methods than one that sells knowledge and skills (a professional services firm). Gateway Blogging will be its own site in the future.