Sunday, April 8, 2012

Is personal blogging dead?

As a blog marketer, part of my task is to look for bloggers who I can run my campaigns with. Criteria of qualified bloggers would include:

  1. No less than 4 to 8 blog post a month for 3 consecutive months. (majority personal blog post)
  2. Facebook fan page for blog
  3. Blogger has social media presence in Twitter, Facebook, and Google+
  4. Maintain a ratio of 2 to 3:1 personal blog post to commercial post (events, products, and paid post).
I must admit that when campaigns are done in a hurry, #4 gets compromised. But as client needs become more targeted with the kind of bloggers they want to work with, finding bloggers is not as easy it used to be.

For one, you look for bloggers today and request for sample post, more often than not, what you will get are either event coverage, product features (where the products are usually given by brands), and at times paid post. More often than not, the ratio I mentioned in #4 has already reversed where there are more commercial post to personal post.

At times, you can get lucky and find a personal blogger tackling a topic of interest passionately but they don't blog frequently enough to classify their blog as active.

It seems the days of personal experience sharing, tips, and insights on topics a blogger is passionate with is gradually dwindling. In my limited experience, I believe a blogger's personal post is the most important portfolio of a blogger as it conveys their "voice", what they stand for, believe in, and the kind of person or consumer he or she is. When a blog hardly has any personal post, the blogger's voice will likely be not felt.

I recognize though that maintaining this balance is hard if a blog becomes a blogger's primary source of income.

Although blogging about events and products may result to more event invites for some. But with the way clients are responding these days, more brands and marketers gradually prefer reaching out to bloggers where events and products are secondary and not the dominating content for a blog. I guess this is also to ensure that new faces can be tapped and avoid the trap of getting the same faces attending the same events.

I'm not sure if peers who are in the same gig am in are experiencing the same predicament and client demands. Your insight will be very much appreciated.
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