How to Blog for Your Business


Blogs have blown up. So how does blogging fit into your marketing strategy?

First, the eye-popping statistics. There is a total Internet audience of 188.9 million worldwide for blogs, according to comScore, and eMarketer says half of all readers are in the U.S. By the end of 2009, there will be 28 million bloggers in America and 116 million readers, eMarketer projects.

Some demographics: Readers of blogs have household income of $75,000, meaning upper-middle class, according to Technorati. Half of all bloggers are on their second blog, and 59% have been posting for at least two years. In addition, two-thirds are male; half are 18 to 34 years old; 74% have college degrees; and 44% are parents.

One interesting stat that caught my eye: Fewer than 1% of readers have incomes in excess of $150,000, which tells me the following: Decision leaders aren't typically reading blogs, and the very wealthy are not reading blogs.

Anyone thinking about writing a blog to promote his or her product or service should consider the following from comScore: Twenty-six percent have readers who are single; 56% are employed full time, although with the current economic condition, this has probably changed; 20% are self-employed; and 42% have some graduate school.

More than half of all blog content is dedicated to personal issues, mostly to keep family and friends updated. If you are considering developing a blog to create additional income, the numbers show that the median revenue is about $200, according to Technorati. The maximum anyone makes is $350,000.

Armed with this information, what about marketing and luring clients? I have a marketing consultancy where I work with entrepreneurs and occasionally medium to large companies to develop and implement marketing plans. The majority of my clients are interested in marketing to corporate leaders.

With that in mind, I developed Sages of Business, where I interview successful entrepreneurs and presidents of large companies about their careers. The reason I created this blog was to demonstrate to clients my ability to access high-level executives for potential partnerships and my understanding of how they think.

If you are famous like's Jim Cramer -- no relation -- you have a built-in audience. If not, how do you leverage this medium to build credibility and drive sales? There are four elements to successful blogging:

  • Expertise: provides the latest information on various programming tools with links to those tools.
  • Informational: Take a look at Engadget and you will see the latest information and news on gadgets such as Amazon's Kindle, which allows you to store books electronically on a device similar to a BlackBerry.
  • Funny or thought-provoking: Fred Wilson, a successful venture capitalist, writes A VC, using his wit to get his thoughts across.
  • Frequency: I only post once a month, but if you are looking to develop a rapport with your target audience, you want to post at least once a week. The concept is similar to developing and running a television show.
A good place to view blogs is at Technorati. If you want to experiment by developing a blog at no cost, go to Blogger or TypePad. But you will need to market the blog or no one will know it exists.

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