From Blogs to Bucks: How the Gift of Gab Boosts a Client’s Campaign

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According to one report in November of 2004, there were 6.5 million blogs out there. That means blogs have been around since about 2004, so why is the word “blog” still just a whispered word in the industry? For the first time I’ve noticed we as Online Advertising Gurus have fallen behind our clients. More clients are asking how they can get the word out about their products in blogs, and usually the answer is “not sure, let me check on it.” Or, we seem to steer our clients away from blogs completely.

But reality is, our clients can never out pace us, otherwise what good are we? The clients/advertisers might as well do their own online advertising campaigns…right? WRONG!

A few things below may help you guide your next client into blog heaven:
What is a blog?

According to dictionary.com a real blog definition is:

Main Entry: blog

Part of Speech
: noun

Definition
: an online diary; a personal chronological log of thoughts published on a Web page; also called Weblog, Web log

Example: Typically updated daily, blogs often reflect the personality of the author.

Etymology: shortened form of Weblog

Usage: blog, blogged, blogging v, blogger n

Source: Webster’s New Millenniumâ„¢ Dictionary of English, Preview Edition (v 0.9.6)
Copyright © 2003-2005 Lexico Publishing Group, LLC

The teen definition of a blog is: and I quote from my 16 year old cousin “a place to talk about what I want to anyone that will listen…”

Who writes a blog?

According to a report in 2005
• Most likely a blog writer is Male
• Under the age of 30
• Have been online for 6 years or more, so pretty savvy
• Well educated

Who is reading the blogs?

• Men and women of all ethnic backgrounds
• People between the ages of 30-49
• Teens, teens, teens

What kind of blogs are out there?

• Political blogs
• Self help blogs
• Community blogs
• Angry teen blogs
• Blogs for women
• Blogs for men
• Company blogs
• Pet blogs
• How to blogs

4 COMMENTS

  1. Someone forwarded me your article Robin and I was glad to see a practical discussion of social media marketing. My issue is when you say “let your clients know you can now offer blog services,” as if a couple of posts on MySpace will lead to the next breakout campaign. Seriously, blog outreach is quickly becoming a specialty practice, like SEO or game development or any marketing expertise. Agencies can’t just “add it” any more than Chrysler or Panasonic can just “get online buzz.” I think it takes a process, a certain level of access and a realistic estimate of goals. That and the ability to think less like an advertiser and more like a blogger … which should make for some pretty interesting (i.e. funny) campaigns. Thanks for the rant space.

  2. Regarding the above comment, from reading this article what I took from it was that Robin was saying that rather than waiting until this medium becomes huge and saturated like SEO to the point where an agency will need to one person dedicated to strictly focusing on this type of initiative, agencies need to start focusing on blog related advertising now and get a jump on the competition.

  3. As people start abandoning the short term, fraud ridden pay-per-click for longterm SEO strategies blogs are set to explode. They are simply the best possible way of ‘organically’ optimising your site for Google and Yahoo. They provide a longterm alternative to PPC whilst also marketing your business and developing relationships with potential customers.

    Small businesses have never had a better opportunity to compete with multi-nationals in the online marketplace. Niche businesses can now reach a global audience simply by talking about their business.

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