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"Technorati recently published its annual report, State of the Blogosphere 2008. As usual, it makes interesting reading, especially for those of us interested in business blogging.
The report shows that Technorati has indexed 133 million blogs since 2002. 1.5 million blogs have been updated in the last 7 days and 7.4 million in the last 120 days. These figures support my argument in the first chapter of my book, WordPress For Business Bloggers, that business bloggers should not be put off by the total number of blogs out there because, in fact, only a small proportion are active."
The report also states that blogs are profitable, it says:
The majority of bloggers we surveyed currently have advertising on their blogs. Among those with advertising, the mean annual investment in their blog is $1,800, but it’s paying off. The mean annual revenue is $6,000 with $75K+ in revenue for those with 100,000 or more unique visitors per month.
It is interesting to note that the majority of bloggers now display advertising.
One of the most encouraging statistics is that the proportion of people blogging about their jobs and on behalf of their business is now so high:
About half of bloggers are professional bloggers — blogging is not necessarily their full-time job, but they blog about their industry or profession in an unofficial capacity. 12% of bloggers blog in an official capacity for their company.
The amount of cross-over between the groups is also interesting. It shows that personal and business blogging can be successfully combined:
More than half of professional and corporate bloggers are also personal bloggers. This could be on a separate blog, or they may blog about personal interests within their professional blog.
- 69% are also personal bloggers
- 65% are professional bloggers
- 59% are also personal bloggers
- 17% are corporate bloggers
It’s very encouraging to see the positive benefits being enjoyed by business and professional bloggers, with the majority of those surveyed reporting a positive impact as a result of their blog. Half of them say they are better known in their industry and a quarter see their blog as a useful résumé enhancement.
Impact of blogging on professional life:
Business bloggers also report that blogging has brought many unique opportunities that wouldn’t have otherwise been available. Taking part in an event, contributing to a print publication or even appearing on radio or TV are the kinds of things they are involved in, thanks to their blog.
Have you been invited to any of the following as the result of your blog?
Blogging is a time consuming activity. This is confirmed by the report which shows that a quarter of bloggers spend over 10 hours per week on their blog and nearly half spend 5 hours or more.
Time spent blogging each week:
As I mention in WordPress For Business Bloggers, many bloggers take on help to run their blog. This is particularly true for corporate or business bloggers, of whom nearly 20% have paid staff working for them.
Blogs with higher Technorati authority are updated more frequently than those with less authority, as the report states:
The Technorati Top 100 are prolific, with 43% posting ten times per day or more often. Only 8% post once a day or less frequently, compared to 13% of the next 500 bloggers, and 22% of the next 5000 bloggers.
I highlight the importance of using tags in WordPress For Business Bloggers, and this is borne out by the data. Technorati top 100 bloggers are twice as likely to tag their posts.
Percentage of bloggers who use tags:
Promoting a blog well is key to its success and the report shows us the top traffic-building strategies used. These are particularly important for business bloggers, so all the techniques highlighted in the chart below are covered in WordPress For Business Bloggers, you’ll find many of them in Chapter 7, Supercharged Promotion:
The vast majority of bloggers are tracking their site visitors and monthly page views, with Google Analytics being used by two thirds of them. Using Google Analytics with WordPress is covered in detail in the book, WordPress For Business Bloggers.
Direct revenue generation is becoming an important aspect of blogging, with the majority of bloggers now displaying ads, affiliate marketing or other form of revenue generation (this subject is covered in detail in Chapter 10 of WordPress For Business Bloggers):
The report data seems to suggest that the medium of blogging is gaining credibility and being taken more seriously as a source of information. 37% of bloggers have been quoted in the traditional media as a result of one of their posts. This is encouraging for business bloggers who use their blog as a PR tool.
All in all, the State of the Blogosphere 2008 report makes encouraging reading for business bloggers as well as anyone who is thinking about starting a blog for their business. A blog can be a tremendously powerful tool for any business and using a top quality platform like WordPress makes running a blog extremely easy.
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About the Author :
Paul Thewlis has worked as a web communications professional in the public and private sectors. He is currently E-Communications Manager for a multinational transport company based in the UK. He began his web career as a Technical Editor, working on web design books for a well-known publisher. He has extensive experience of many content management systems and blogging platforms. He is an expert in the use of social media within corporate communications.
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