TomorrowToday SA – why we M&A’d our blog?

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Some readers may have noticed, that on 2 December 2010, TomorrowToday’s Blog housed at connectioneconomy.com was ‘Merged and Acquired’ by the tomorrowtoday.co.za domain? From a user perspective nothing has changed outside of look, feel and url. The content is still generated by the same people, with the same focus, aimed at the same audience – you (and a fair number of other people slightly different from you)

For those that are interested, this was our thinking….

  • The history of the the TomorrowToday blog dates back to a time when we didn’t have the knowhow, the resources or the money to integrate our website and our blog into one space. Of course that seemed like the smartest thing to do at the time. Unable to do the smartest thing, we did the next best thing, which in fact was the only thing we knew how to do and afford. So two different sites (URL’s) were born. If you wanted to know about TomorrowToday you went to one place, if you wanted to read blog posts you went to another.
  • As many of you know, especially with regards to the internet, things get a life of their own. Our blog swamped our web site in terms of visits and we ended up spending more and more time on the blog and less and less time on the website. From a business perspective this is not the smartest thing to do. Blogs attract people who like your content primarily and then decide on your business. Websites attract people who are interested in your business, and need to decide around your content. I’m not suggesting one is more important that the other, just that they both play a key but different role. They both need focus and time.
  • During this time period, we opened an office in the UK. This required another domain (needed to build a context specific website – think local, act global and all that). But it didn’t stop there. After a few years, the UK team decided they needed a context specific blog to focus on UK and European specific posts and interests. Another domain.
  • Add to those 4 domains, one last domain that goes right back to our begining, and you’re able to find TomorrowToday through 5 different domains. Many of them housing different information, and none of them giving a comprehensive collated image of who we are.
  • If I’ve still got your attention, then I’m fairly certain I’ve made the case for why we’ve pulled it all under one domain? On every level it’s a no-brainer.
  • Here’s another interesting business lesson. The energy and impetus to make this change didn’t come from anyone inside of TomorrowToday. It came from a brand new person to the business. It took an ‘outsider’ to come in and ask the necessary questions and to shake up the spaces that needed shaking. He had nothing invested, no baggage, and nothing to lose. He encountered resistance and all the case study items you’d expect to find in any change process.

So a quick URL update then:

P.S. All old links from posts on the connectioneconomy.com domain will automatically forward you to the correct and corresponding page on the tomorrowtoday.co.za domain

If you have any questions please let me have them – Barrie

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