If you want to get a sense of where the blogging landscape is these days in the post-revolution, do yourself a favor and read marketing communications consultant Jane Genova’s article Post-Revolution Blogging. It gives keen insight to blogging past, present, and future.
With the over 14 million (and counting) blogs out there, it’s not enough to just “put it out there” as Jane puts it. Blogs need to be used strategically. She lists several ways that can be done:
- Really provocative/controversial content
- Information that can’t easily be obtained elsewhere
- Brilliant analysis of events, trends, personalities
- Authorship by a celebrity such as Donald Trump
- Dogged persistence in following a topic
- Passionate commitment to a cause or to a corporate function such as customer services, quality, design (e.g. GM’s Robert Lutz)
I don’t mean to imply that blogs have ceased to be useful as a branding and marketing tool. They continue to have great value. It’s just that, with so many blogs now making up the blogosphere (and more coming everyday to the tune of some 40 to 80 thousand depending whose doing the counting) it’s harder to gain recognition and generate a substantial following.
As I mentioned in an earlier post I think blogs are finding their place alongside other, more traditional marketing means. As a relational marketing vehicle they are hard to beat. Nothing else comes close so far as I’m concerned.
Jane closes her article with some good advice…
If you’re blogging now, you better do a better job of it. And you must now use blog postings as just one approach in a integrated marketing campaign. That could include mainstream media (MSM), snail mail, speaking engagements, special events, telemarketing, and so on. In these times, blogging can no longer be applied in a stand-alone way or as a total strategy. It must be a part of a more comprehensive strategy.
(Let me disclaim that Jane does mention me in the article. Despite that, it’s STILL well worth the read! :->))