My Promise to My Blog

Is blogging dead? I had to pose this question before I moved forward with my own blog.  Seeing some of the carnage with my own eyes, I had to ask. This has been an ongoing debate. Here are some numbers that support this theory.

  • USA Today reported that more companies are abandoning their blogs in favor of Facebook, Tumblr, and Twitter.
  • The University of Massachusetts Dartmouth released a study earlier this year that says the percentage of companies that maintain blogs fell to 37% in 2011 from 50% in 2010, based on its survey of 500 fast-growing companies listed by Inc. magazine.
  • Only 23% of Fortune 500 companies maintained a blog in 2011, flat from a year ago after rising for several years (Dietrich, 2012)

However, according to Technorati, there are 158 million blogs (Dietrich, 2012).  This is not a weak number. If there are so many, how can blogging be declared dead?  I don’t believe this is the case but I do think that blogging has slowed down to some extent.  I agree with Gini Dietrich, it is labor-intensive. If you are not committed to the task, then your blog will die. I have seen personal blogs start with a lot of gusto, only to die down after a few months. It is a lot of work. And it can reveal too much if you use it as a way to vent and do not realize that the Internet is public. I have seen instances where people start personal blogs, reveal too much, stop writing posts and then begin a new blog that just focuses on a hobby.  

Technorati’s annual State of the Blogosphere report from 2011 indicates that marketers do see the value in blogging and utilizing them as an important way to communicate with markets. One of the themes from the 2011 report was that marketers “use social media not only to distribute content but to build active communities and interact with and respond to your audiences.” One marketer they surveyed said, “We see blogger outreach as the opportunity to leverage influencers and connect with a new audience. We recognize that there are conversations happening in the blogosphere that are applicable to the brands we represent and we believe it’s valuable for our brands to join the discussion.” Wow. So some companies actually realize that markets are conversations…(Levine, Locke, McKee, Searls, & Weinberger, 2009, p. xv).

But I digress, at this point in my life, I do feel ready to commit to writing a blog and I vow to allow it not be banished to the island of misfit blogs whose population has grown steadily over the past few years.

References

Levine, R., Locke, C., McKee, J., Searls, D., & Weinberger, D. (2009). The cluetrain manifesto: the end of business as usual (10th anniversary ed). New York, NY: Basic Books.

Spinsucks. (2012). Is blogging dead or are companies not trying hard enough? Retrieved from http://spinsucks.com/social-media/is-blogging-dead-or-are-companies-not-trying-hard-enough/

Technorati. (2012). State of the blogosphere 2011: part 2 – page 3. Retrieved from http://technorati.com/social-media/article/state-of-the-blogosphere-2011-part2/page-3/

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5 thoughts on “My Promise to My Blog

  1. Last week I wrote about our six years of stats from blogging. It took us three and a half years to gain momentum. If I’d been paying attention to analytics and stats and (lack of) results, we would have stopped long before we gained momentum. It’s not an easy thing to do – this blogging thing. But if you know what you’re trying to achieve and you always blog with that purpose, it will be very rewarding.

  2. I think what we’re seeing here is something we observe across media: An earlier form, in this case blogging, of communication starts to have competition with newer forms (e.g., Twitter, Pinterest) that come on the scene, and some people migrate to these newer forms for a variety of reasons. Eventually, blogging will probably settle into its niche and comfortably coexist with the others.

  3. I agree with the previous comments. Sometimes it takes awhile for a blogger to decide what they’re blog is all about and weed out the content from there. Personality and relevancy are key on maintaining regular readers.

  4. I agree, I don’t believe blogging is dead. I believe that people and businesses have become too busy and don’t realize how much work it takes to create and maintain a blog.

    I work for a small marketing company and I handle most of the social media except for the blog. The owner of the company is a passionate writer and wants to do all the writing, which I understand. The problem is he is too overwhelmed with the business and never makes time to write. He also has these grand ideas and his blog post become too complicated and no one wants to read them. Because of this the company hasn’t posted a blog in over a year.

    Many think that Facebook and Twitter are the reason behind the decline in company blogs, and I agree. The company I work for stopped blogging because it became too much and we focus all of our efforts on Facebook, because it was quick and easy. I believe that many companies don’t make the time to make blogging a priority. Facebook and Twitter are a great way to get a quick idea out there but in no way should it be a substitute for a blog. Scheduling time to make your blog a priority is necessary. Here are some other simple blogging tips;

    1. Realize blogging is a big commitment
    2. Remember the first two months of blogging are the hardest
    3. Post once a week
    4. Become and expert in your industry
    5. Write in a human tone
    6. Keep it informative and simple
    7. Use Facebook and Twitter to promote and share your blog not as a substitution
    8. Don’t just write on your blog, write and comment on others (Gerber, 2011)

    “Hubspot recently took a look at how blogging affects leads. They found, for companies that do blog, their monthly leads increased by 67% (for B2B) and 88% (for B2C). The survey goes on to show that updating it just once a week increases your leads by 77%.” (Dietrich, 2012) These numbers alone should convince any company that they should make blogging a priority.

    I’m hoping to convince the owner of the company to either let someone else write the blog or to schedule time to do it themselves. I believe that by having a blog out there that hasn’t been updated in a year is worse than no blog at all.

    References
    Gerber, S. (2011). 11 Pro Tips for Better Business Blogging. Retrieved from http://mashable.com/2011/03/24/better-business-blogging/

    Dietrich, G. (2012). Is Blogging Dead or Are Companies Not Trying Hard Enough?. Retrieved from http://spinsucks.com/social-media/is-blogging-dead-or-are-companies-not-trying-hard-enough/

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