Bloggers write opinionated pieces, often personal opinions that cannot be purchased or branded, otherwise they loose their credibility and in turn their audience. They rarely review products and services according to a recent survey by Technorati, but they have an incredible following and influence that is often quite loyal.
So the question becomes, how can blogging still be of use to the marketing industry? Well, don’t give up on blogging just yet – there are a lot of ways that company blogging is still useful for your brand.
First off, knowing that “half of all Internet users surveyed worldwide reported that they trusted blogs as an information source, and slightly more said they were likely to recommend a brand, product or service they heard about on a blog” shows the continued importance and reliability of blogging today.
Second, today social media is making room for bloggers in all sorts of ways. It’s about stepping outside of the box, for lack of a less cliche phrase. Today we see bloggers and vloggers taking part in social media campaigns for both social causes and brands, as partners.
What is key to this development is the concept that bloggers are not any less professional than your average media professional. Journalism is changing and as such it has been forced to adopt blogging as a media channel. Not simply to stay with the times, but to survive the move into digital.
Bloggers, while perhaps less traditional than print journalists are still interested in the news, and you’ll find that they exist in almost every category. So – to take advantage of this additional media channel, my advice would be to embrace it. You can’t argue with their reach, their influence or their following.