What Is the Future of Business Blogging?
We all wonder if we are blogging enough to make a positive place in the Blogosphere. Are we posting too much? Is anyone reading? Is it worth continuing on, when everyone seems to be doing it? I have recently done some research on who is blogging, and who is reading. If you have not realized it, in the last decade, the growth of blogging is really mind-blowing.
In that same decade we have gone from 1.5 million blogs to 75.3 million blogs in over 120 different languages ??world-wide, with 100,000 new blogs being created every day – and that's just those published on the WordPress platform!
If you look at Tumblr as a blog platform, it has over 170 million blogs and nearly 76 billion posts published. These are unbelievable figures, especially when you add Blogger, Typepad, etc. To think that, only 10 years ago, you were worried about only one million other writers in the marketplace! It makes you think – as a writer – is anyone out there paying attention to blogs, anymore, or have they become Passe? In fact is it worth looking at this as a Content Management system anymore? Has the Ubiquity of blogs made readers immune to them? Firstly, let's look at why your blog is so important to the reading public:
People blog about their passions: Pets, clothes, movie gossip, and recipes. Their popularity is due to the passion of the writer, not for the genre they are written about. If you are business blogging the vast majority of online writing are about these social pastimes, not business, so if you ensure that your passion for your subject comes out, your readership that has been looking for the information you give out specifically, will continue to read your words, because of the feelings that they are written with. If you are excited about an idea, you really want to find others that share your passion. Be that writer.
Many writers do not have a forward plan about what they are writing, and soon drop out of regular posting. The majority of these blogs have not had a post in the last three months, many in the last six, and almost 20% in the year immediately following their last post. Personally, I find that my pending publication date is part of the passion that forces me to write on an ongoing basis. If you are looking forward to a post as a reader, you will soon lose interest if you have not seen a post in a few months. I wonder how many posts start off with: "I know that it has been a while since my last post …". Too late – your readers have moved on.
Look at the amount of Fortune 500 companies, high street mega-chains, and Big Box retailers have blogs on their sites. From a business point of view, everyone is doing it, so there before it must show value to companies that have 'bean counters' for every single cent moving through the company. I wonder if these accounting geniuses have worked out that it is the passion that works, and not so much the items headlined for sales?
Blogging will always have a future but remember that it is not your content as much as the feelings that it is written with. It is the writing that brings people back, sets you apart from others, both in your niche, and the Blogosphere as a whole. It is not the act of blogging that is at question, only your passion, content and frequency.