According to David Sifry, in early 2008, 70 million weblogs existed. About 120,000 new weblogs are started each day, or 1.4 new blogs are created every second. And, the bad news? There are also 3000-7000 new splogs (fake, or spam blogs) created every day.
While 43 percent of online weblog or blog readers visit political/news blogs, the percentage of the online audience reading blogs is skyrocketing. Nearly 50 million Internet users read blog sites during the first quarter of 2005; these readers total about 30 percent of all Internet users or about one in six people who live in the United States.
These figures about blogs were discovered in a study of the online behaviors of more than 2 million worldwide participants conducted by comScore, Six Apart, and Gawker Media. Following the political/news blogs in popularity were “hipster” lifestyle blogs, tech blogs, and blogs by women.
Further, the study found that blog readers were “significantly more likely to live in wealthier households, be younger and connect to the Web on high speed connections. Blog readers also visit nearly twice as many web pages as the Internet average, and they are more likely to shop online.”
Why does this growing blog readership matter? A business blog is an ideal way to highlight your successful company and products to prospective employees, vendors, customers, and your industry. Additionally, if you offer particular products that sell well online, you may even attract online, paying customers with a blog on your business Web site.
In an earlier article, Why Blogging Matters to Business, I emphasized eight reasons why blogs are essential to business. The comScore study provides more reasons for a business blog.
How to Blog for Your Business
Convinced you need a business blog? Use these three recommendations to write your business blog so that it attracts readership, superior candidates, and sales.
- Your blog must inform people about your products, your business, your company culture, and your life philosophy. That’s why I’m a fan of the Google blog. The Google blog accomplishes these goals; it succeeds. Take a look at these sample posts to taste the flavor of a great business blog:
Google Blog
Google Video. Now with ... video! - Your blog must have a personality that attracts superior applicants who will fit well in your culture. The tone of your blog must attract customers who return to read because they are interested and engaged.
Guest Bloggers: those Freakonomics Guys
They Are Among Us - Your blog can serve as a direct recruiting tool if you write the blog with the goal of attracting superior candidates.
Keyword Chefs
Worth the Drive
Women and Engineering
Post daily on your business blog to attract customers and a talented, superior workforce. Your business blog is a powerful communication tool.
