To Comment, or Not to Comment: That is My Question

For some time, I’ve made it part of my marketing strategy to comment on other peoples’ blogs. I do it to gain visibility, I do it because I learn from good discussion, I do it to create new relationships.

But what if making all those comments is a waste of time?

I ask the question because of an observation by Matt Mullenweg, the co-founder of WordPress (WordPress hosts over 14 million blogs):

Don't participate in Comments. Make it clear that your post itself is for anointed authors who don't mix with the hoi polloi in the comments ghetto... those people silly enough to contribute content to your site for free should feel ignored.

Sure, he’s writing from the perspective of a big-time blogger. But, his disdain for the silly content contributors is pretty evident, isn’t it?

I can tell myself to get over it easily enough, but here’s the thing: Matt is obviously a pretty smart guy who knows a lot about blogs. If he thinks my time and energy end up in a “comments ghetto,” maybe I need to rethink my strategy.

This brings me to my question: do you think commenting on blogs works as a practical marketing strategy for creative freelancers? There are plenty of reasons it makes sense.

But does it work?

Have you ever gotten a lead from a comment you left on someone else’s blog? Did you get to know someone who sent you a referral?

Does it work for you? Or do you stay out of the comments ghetto?

I know, I know: to answer, you have to post a comment! Please forgive the irony and share your thoughts anyway! Thanks!

Thanks to Luis Maimoni of Fresh Graphics in Long Beach CA.

Comments

[TurtleBlueBird]

One question - how has it worked for you?

(I enjoy commenting and have made a couple of nice e-friendships with the bloggers involved. Also, I participate in a forum and have made some good e-friends there. No business has come from it, if that is the major question.)

(I believe Seth Godin's site doesn't even allow comments. Probably the best way to go for someone like Mr. Mullenweg.)

[Clara]

To me, Mullenweg is not saying that one shouldn't comment on other people's blogs, but rather, that a blog owner shouldn't participate in the Comments section of his/her own blog. That puts a different spin on his advice.

[Matt]

That blog entry is written as a bunch of opposites, that's why it's titled "ways to kill your community."

[julia reich]

at the very least, I suppose adding comments boosts your SEO. Not that I think that's a good enough reason to do it....

[Claudia]

Hi Luis,
Actually, his observation is about "On how to ruin your blog". I guess it doesn't mean he thinks that people who make comments are "silly". He wants to say (in an awkward way) a blogger must answer the comments he gets, otherwise people will feel ignored.
Isn't it?
Anyway, I made some connections after commenting on blogs and I've been tracking traffic on my website from the comments too. But no business so far...

[Luis Maimoni]

Thanks to everyone who commented on this. I appreciate the input.

@ TurtleBlueBird: Yes, that's the major question.
@ Clara: I get that.
@ Matt: Whaaaat? I'm not sure I'm getting what your'e saying there.
@ Julia: Then, what WOULD be a good enough reason to do it? Does it need to pay off in referrals? Would something else work for you?
@ Claudia: It didn't seem to me that he was too worried about how people who commented on blogs feel.

It looks like making comments is a good way to make connections, but the jury is still out on whether it pays off in revenues.

Again, thanks to everyone who commented.

[Jasmine Holmes]

I've found that commenting on other blogs doesn't necessarily bring leads. But comments on discussion boards and groups do. I have a couple of clients who get business from participating (and answering) questions on LinkedIn groups. It's not exactly the same thing but a different spin on the idea of commenting as a form of marketing.

[Colleen Wainwright]

Luis, what Matt was saying is that (and that was *the* Matt Mullenweg, who co-founded WordPress and who wrote the post you're linking to) you missed a critical piece of his post.

At the top of the original post is this title, in bold header face:

"On how to ruin your blog"

So Matt was saying that the very worst thing you can do is not respond to people who are gracious enough to spend time and thoughtful attention commenting on your blog.

Matt has always been 100% pro-community; he would never espouse a better-than-thou mode of operation.

[Cliff Allen]

I comment on blogs for the reasons you do - plus the fact that I just like to write.

It's interesting that blogs are supposed to be great for discussions and written conversations. However, only 8% of my blog comments in 2009 generated a response from those bloggers. (Yes, as a marketer I track stuff like that.)

[Luis Maimoni]

Colleen! OMG!!! I so totally didn't get that.

If I had hair, I'd be dying it blond this very instant as penance.