Max Gladwell

Keetsa is an eco-friendly mattress company with a blog. Or is it a blog with an eco-friendly mattress company?

Stealing a page from television blogger and comedian Stephen Colbert, this is our first in a potentially endless series of blog profiles and/or interviews.

For us, blogging is at the heart of social media. Blogs facilitate the two-way conversation that has forever changed media. A blog often serves as the centerpiece to a social media campaign or relationship building strategy. They can be modes of self expression or political influence. They can serve larger business strategies or become businesses unto themselves. It’s likely that the green movement would not have come as far as it has, especially in terms of awareness, if not for the power and reach of blogs.

Our first Better Know a Blogger is Keetsa. Besides being a well-trafficked green blog, we’re featuring it because it’s multi-dimensional. The Keetsa blog truly is all that a blog can be. Technically, it’s a corporate blog that serves as a marketing vehicle for the company’s eco-friendly mattress business. But you’ll be hard pressed to find anything on the blog that talks about or promotes the mattresses or the company.

Today, the headlines feature sustainable transportation, eco towns in the UK, electric cars, plastic bottle art, and hemp shoes. It’s a valuable source of green information…and, by the way, if you’re in the market for an eco mattress, you know where to find them. In fact, according to the blog’s about page, it pre-dates the actual mattress business by about four months, which is exactly what we discussed in Can a Blog Lead Your Business Strategy? Keetsa executed on theirs brilliantly. In this case, the company’s blog is either a marketing vehicle that sustains itself and doesn’t cost anything or perhaps even an additional revenue stream. It’s also a fundamental part of the company’s corporate values and message.

According to the company: “Keetsa! Blog is about eco-friendly and green news in today’s fast moving world. How can we make a better world? At Keetsa, we promote the eco-friendly products and people through our blog. We will be selling eco-friendly mattresses in the near future (September 1st), until then, we will have to blog and find more cool stuff about making our earth better and a nicer place to live.”

Though Keetsa is based in San Francisco, the blog is written by a team of experienced bloggers from around the country. Unlike most “corporate” blogs, it offers advertising. Unfortunately, the ad placement dominates the most recent post, which can lead to confusion about where the ads end and the content begins. Otherwise, there is little in the way of interruption. The range of content is tremendous. Truly something for everyone in the green world.

According to Compete.com, Keetsa received 40K unique visitors last month. Once can assume the vast majority was to the blog.

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