Posted June 29, 2007 10:49 am by with 3 comments

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CNET recaps a presentation given by blog research Paul Gillin where he shared some interesting blog stats but always suggested that blogging is not always a numbers game.

Despite some very successful blogs…

Phillip Lenssen’s Google Blogoscoped gets 8 million page views per month.

Adrants, a blog by former ad-agency employee Steve Hall that covers bad and good advertising, gets about 30,000 visits per day.

Drew Curtis’s, a link blog in which Curtis comments on what other people have written and links to them, gets 40 million page views per month.

Gillin reminded the audience that blogging success doesn’t have to be about how many visitors or page views your site gets.

“It’s not about big numbers, but highly engaged differentiated audiences who want to talk to you. Advertising can engage with small groups of engaged customers and get better responses because there is more response with that,” he said.

He illustrated a small sheet-metal company that doubled its profits once it started publishing a blog about its employees and their passion for sheet metal, as an example of this type of successful segmentation phenomenon in a global economy.

Gillin went on to advise companies to start a blog and have it written by “real employees” (are there fake ones??) not corporate executives. That’s probably were we’ll disagree. Sure, if your employees want to blog, let them. Likewise, if your executives want to blog, let them as well! Lastly, just because blogging is popular and often beneficial, doesn’t mean it’s right for your company. Not all companies benefit from blogging and some just don’t have the right people on staff to do so. If you’re hot for blogging, give it a shot, but there are alternatives such as:

  • Sponsor a popular blog in your industry
  • Write guest posts for other blogs
  • Look at other conversation alternatives – forums, social networks – heck, even better customer service
  • Build brand advocates in your employees, so they’re more likely to engage the blogosphere on your behalf

  • Drew Stauffer

    Thats a great idea about sponsoring a blog. I recently changed jobs and now we’re mainly b2b and it seems like a lot of the companies want a blog but are skeptical about either their ability or negative tones. The sponsorship could be a great segway.

  • netnuke

    Guest posting is good option. I prefer posting content on friends blogs and i allow my visitors to send tutorials to my blog. I moderate them and approve good ones to publish.

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