I’m Shobha Ponnappa, the Founder/Chief Consultant of this site. On this site, SHOBHAPONNAPPA.COM, I evangelize business blogging. I help entrepreneurs by showing them how to market their brands and products using business blogging. I also offer turnkey blog management services to those who are too busy to handle their blogs.
I’ve been in digital marketing for 35 years … and blogging for 15 years. I have worked with over 125 client brands on the extreme cutting edge of digital technology. Power-blogging for business, I believe, is the master key for digital entrepreneurs looking for big business revenues from the right customers.
For those interested in my professional credentials … the road I took to get here!
In the first 17 years of my career I held positions with three multinational advertising agencies where I worked on large global clients. I rose in the advertising industry to handle high positions in both Creative and Account Planning, and won numerous national advertising awards
In the next 6 years, I achieved good success and international acclaim as an entrepreneur. I became the founder and head of my own avant garde digital content and brand experience innovations company, where I steered the creation of international web innovation projects for my worldwide clients, and enabled us to win major international awards.
In the last decade or so, I have been an independent specialist and consultant for mid-to-large sized corporates and disruptive entrepreneurial clients in the US, UK and India. I help clients maximize their returns on digital marketing investments and business objectives, with a focus on blogging at the heart of all strategy.
My passion to help entrepreneurial digital ventures with breakthrough ideas!
Having handled some really huge multinational mega brands as well as some very small businesses with ground-breaking technologies in nascent and emerging sectors, I’ve learnt something invaluable. What I’ve learnt is that the size of organizations or the size of their budgets is immaterial when it comes to Digital Marketing and Business Blogging innovation. Centering the blogging and marketing around a big breakthrough idea is everything. And often, the smallest of businesses get the biggest of ideas simply because their resource constraints seem to make resourcefulness imperative.
But even to sharp, smart and resourceful entrepreneurs, the right big idea is getting harder to find in the cluttered marketplace, awash with all kinds of contradictory advice and content. Sub-optimal and hackneyed blogging how-to articles can waylay or stymie your business focus, create lopsided priorities, and make you stagnate in the depths of yesterday-stuff while you should be looking at new frontiers and new ideas all the time.
It’s my passion -and mission – to help entrepreneurs by screening and bringing to them result-productive, up-to-the-minute and innovation-inspiring knowledge, tips, tactics and techniques, to make their blogging and marketing efforts soar.
My own cherished story of how business blogging turned my fortunes!
When I started consulting, blogging online was still nascent and bloggers largely were not business-minded. But I built a blog and an automated emailing system for my consultancy. Rather than leave it to chance to get “high-value subscribers”, I wrote to every single person I wanted to include by special invitation to join my mailing list. I also wrote at least one blog post daily (if not more on some days), and always sent updates to my mailing list to announce my new blog posts. I was obsessed with the idea I read somewhere that we should “count our wealth in contacts, not dollars”.
My moment of truth came when my blogging really paid off … I remember the incident that brought home to me how powerful my “blog” had become.
Periodically I would try to weed out a few people from my mailing list who had never acted on my emails, or never popped in to check out my blog … and on one such review, I dropped a person from my list thinking him to be uninterested in my blogging. This was nearly 3 years after I had put him on my mailing list and he had been inactive throughout! I was taken by complete surprise by a reply from him saying: “Why have you stopped sending me your emails?”
We started a bit of to-and-fro correspondence and got to know each other better. That person, it appeared, consulted only for nine figure international businesses through his own eco-consultancy business. He became a client – and soon also became an ceaseless conduit for me for getting big global clients, for whom I started consulting on marketing with a special focus on “power blogging” (which by then has become an instrument of mighty brand authority online).
The moral of this story? Go figure …!
Why I think every CEO should be blogging like Richard Branson!
I can’t emphasize this point hard enough: every CEO should blog! Why? Because a CEO blog is a game-changer for any business. It can exude “thought leadership” and “brand personality” by its very existence.
One of the best known CEOs who understands what his own blog can do for his business empire is Richard Branson, the British multi-billionaire who owns the Virgin Group. There’as an excellent piece by Marie Alonso that best describes Branson’s magnetic blogging … here are some thought-stirring chunks from that article.
Branson is one CEO that knows how to work the matrix of social media. His blog is loaded with relevant, engaging content fueled with a purpose – to keep you sharing his thoughts, activities, observations and even pleasantly English rants. Branson – and Virgin Group – know how to work blogging to benefit not only the thought leader that is Branson, but the missions and objectives of all that is the Virgin Group, including Virgin Atlantic, Virgin Wines and Virgin Vacations, not to mention Virgin Galactic.
What does Branson blog about? He shares entrepreneurial smarts, vision and strategies, mixed with observations about everything from travel to living a better, healthier life. His blog posts routinely win thousands upon thousands of social shares.
Remember, Branson is running hundreds of businesses and trying to propel spaceship technology. If he can find time to blog, your CEO has no excuse.
I hope you’re convinced that CEO blogging can be a masterstroke in your business marketing. But here’s one more secret: if a CEO is genuinely too busy, he can get someone to write and run his blog for him – someone who understands his brand DNA to the core. Someone like us …!
There’s a lot on this site to show you how to capitalize on blogging!
Start by reading our page on “Blogging For Business: The Real Opportunities For Benefits & Bounty!” Then check out our blog articles too, which are detailed answers to many questions our clients have asked us on different aspects of blogging.
If you need help with your power-blogging for business, I offer a very supportive “Turnkey Consulting & Project Management Service For Business Blogging” … where the idea is that you should not have to break your mind, or lift a finger, to handle the strategy or implementation of your Digital Marketing and Business Blogging Plan. You can get it all “done for you” by me and my teams.
Thanks for dropping by … I hope you’ll keep coming back often! To contact me, click here!