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Technorati’s State of the Blogosphere 2008 surveyed bloggers themselves as well as analyzing its own stats. The stats on the number of blogs make it clear that the blogosphere is huge and active. A lot of blogging is personal, but business blogs are quickly assuming a prominent role in the communications strategies of companies large and small. This chart shows some of the
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The report also makes it clear that products and brands are important subjects of posts for both personal and business bloggers. The degree to which bloggers consider blogs an important and valid source of information is striking. Ok, they are biased, and you do have to consider the source of your information before deciding to trust it. People are, for better or for worse, placing considerable trust in the information they acquire. More about that tomorrow. The report has a lot of information; it’s worth a read.
How do businesses make the blogosphere work for them? Two recent studies from Compendium Blogware provide strong recommendations.
The first is a whitepaper about blogging for search. The rules for making your blog posts visible in search results (organic results are the most effective, good news for those who can’t afford a lot of PPC) are the same as they are for web sites. You just have more control over how you do it on a blog. The basic rules are to use keywords in post titles and content. Links can be helpful. Keeping content current, while not eliminating the old, is an advantage of blogs over websites. Blogs need to be active and they need clear focus. I’d add that tagging can be very useful in bringing in traffic through search.
Why is that traffic so important? It’s the best acquisition method, bar none. It brings unique new
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The value and credibility of traditional advertising approaches seems to be on an irreversible downward slide. The value, credibility and consumption of user or employer-generated content are all on the rise. What marketer doesn’t want to take advantage of a more cost-effective channel of communications that has greater credibility with the target audience? That’s the value of business blogging in a nutshell.
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