While many TTOs are still getting their feet wet in the world of blogging, IP and technology management services firm Fuentek, LLC, has developed a sophisticated blog that is enabling it to both market clients’ technologies and enhance its reputation for IP marketing and management expertise. The blog, which was launched in August 2009, offers a well-done model for TTOs to emulate. It covers these major topics:

• Marketing Intellectual Property
• Available Technologies
• Technology Commercialization Process
• Technology Transfer Offices
• Licensing and Deal Making
• Symbiotic Innovation
• Virtual Teams
• Competitive Intelligence

Of these, the first two are by far the most frequently addressed topics. “We blog twice a week,” says Laura Schoppe, president of Fuentek. “On Tuesdays we will post things relevant to the industry, such as tech transfer tips and techniques, and on Thursdays we blog on technologies for our clients.”

The reason from promoting clients’ technology is clear, but what is the rationale for addressing issues of the day? “There are a couple of reasons,” says Schoppe. “First, we think it’s important when things happen in the industry that they be responded to in a timely fashion, so we’ll note that ‘X’ happened, and this is why we think it’s a good idea, or why we think it could cause problems for people trying to commercialize their technologies. So, this benefits the industry as a whole — practitioners and clients. We also feel it helps establish us as thought leaders. We’ve been doing this a very long time; we want to share the insights we’ve gained from looking at thousands of technologies, and make people aware that Fuentek does this and is good at it.”

“We wanted to raise awareness in the community of Fuentek as a thought leader, but also [use the blog] as a way to advertize the technologies we are marketing.” echoes Karen Hiser, technology transfer consultant and the Fuentek lead on using the blog for technology marketing. “We have a process and a schedule for doing that. We look to leverage the search engines and have people find these blogs. It expands our reach beyond what we could ever hope to do with trade shows, cold calling, mailings, and so forth.” A detailed article on Fuentek’s blogging strategy appears in the February 2010 issue of Intellectual Property Marketing Advisor. To subscribe and read the full article, plus gain access to the entire archive of strategy-filled back issues, CLICK HERE.

Posted February 2nd, 2010 under Intellectual Property Marketing

Write a comment