The Power of the Blog

My entry into social media was through the creation of the Procurement Insights Blog in May 2007.

As of today it reaches more than 300,000 syndicated subscribers each month worldwide, and with more than 40 sponsors and growing it is the number one sponsored blog in its sector.

Of course, none of this was planned as the reasons for creating the blog in the first place was to consolidate my various deadlines for the increasing number of publications for which I wrote either a column or articles on a regular basis.  In short, I was able to create a single location from which the magazines could access the articles for distribution through their publication.

Since then, and in relation to Blog Talk Radio, I have come to realize that blogs represent a vehicle through which you can maintain contact with your listening audience even when you are not on the air.  The benefits of course are many including the establishment of a collaborative network that is always serving and sharing with what David Cushman referred to as “Communities of Purpose.”

The PI Window on Business Blog is just beginning to ramp-up its sponsorship program and has already secured 9 sponsors and 2 segment sponsors.  It also serves as an important part of the collective network’s reach, strengthening the other venues (or brand franchises).

In December we will be launching the PI Inquisitive Eye and TV2 Young Entrepreneurs TV Channels.  Each of these new venues will have a corresponding blog, and each blog, TV Channel and Blog Talk Radio site will have associated links to maximize what I refer to as cross pollination of audience interest.

While there are a reasonable percentage of stories that can be quickly and easily posted through my ping.fm account (which also simultaneously posts to my social networks such as Facebook, Ecademy, LinkedIn and even Twitter), there is still a certain degree of discipline to maintaining the sites in terms of providing new and viable content.

Like a plant that needs to be watered every couple of days, to have a viable blog you need to post at least 2 or 3 new articles each week (more if you can). This way when a visitor comes on Tuesday and likes what he or she read, they will likely return within the next day or two to see what new tidbits of entertaining insight you have to offer.

Unfortunately, if there hasn’t been any changes then it is the equivalent of going to an empty fridge when your hungry . . . there’s no point going back a second time because there isn’t any food.  So very quickly they will go elsewhere because there is a lot to choose from in the vast social media sea.

Also keep in mind that on average it takes up to six months or more to hit the first plateau of steady or regular followers.

However, and having the advantage of looking back over the last 2 1/2 years I can tell you with little hesitation that it is well worth the investment of your time, energy and care.

What I am now finding is that the time it took me to build my following with the first blog, the second blog is on track to accomplishing within its first six months.

So like a good exercise routine, blog at least 2,3 or even 4 times per week.

(Personal Note: If I can help anyone with getting their blog going let me know as I am happy to contribute to your success in any way that I can.)

Remember to tune in to the November 10th segment “Public Workshops and Roundtables: How Will Journalism Survive the Internet Age,” through the On-Demand Player below:

Vodpod videos no longer available.

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