My fellow members of Sebastain Fadi Karnaby- in their debate on Monday – the question of the future of blogging, and various responses to it. The death of blogs – especially corporate blogs – has already been announced long ago and repeatedly while, paradoxically, the “content marketing” (aka Brand Content in ‘French’) has acquired its letters of nobility. So here, at the risk of being wrong, my answer 3 questions contradictory, and three separate sections:
Question number 1: parallel to the rise of social media, blogging is professionnaliserait. What are the implications for business?
As has already happened in the United States several years ago, blogs have become more professional as a result of a triple thrust:
On the one hand, the arrival of journalists from traditional media to new media, willingly or unwillingly. It is wrong to say that newspapers have denied the existence of the Internet. They have even been among the first to launch in the late 90s. But they have not found the models for their development, and were disappointed by the ability to generate sufficient
revenue through the traditional advertising model. Some groups journalistic understand better than others the importance of the Internet, and manage to adapt or create empires real electronic is the case of Le Figaro (cf. Soft Power of 27 November 2011, France culture), who even managed to revive the good old classified ads on the Internet. All this means that the area of the blog, especially on high-tech subjects, but also on political issues and culture are very much invested by traditional journalists and professionals.
Second, there is a professional or at least greater professionalism of some bloggers, some of whom do not hesitate to create income sources – politicians are not many – that can sometimes be a good addition to salary . As is often the Internet is Zipf’s law prevails, with early stardom, which inevitably triggers deviant behavior on the part of some companies and PR agencies who are willing to pay bloggers to speak well of their products illegally.
Third, the ownership of the digital world by professionals themselves analysts, consultants, and to a lesser extent, companies themselves.
After a period at the beginning of the year 2008, when it was announced prematurely the death of blogs, it is clear, on the contrary, a professionalization of the landscape with a triple phenomenon that could describe the as follows:
A high turnover of bloggers, we could say that we are already at the fourth or fifth generation since 2004. It is not uncommon for bloggers abandon their former support (often in favor of finding a new job, for example), or a little tired of the work required by the maintenance of a blog, they decide fall back on a less demanding tool like Twitter for example, no longer than the waking and relay information, not to mention those who have taken refuge in the simple compilation (renamed “proxy”) content;
To avoid the effect of fatigue described above, we are witnessing the creation of blogs, including the most popular around multiple teams, called the U.S. the “guest blogging” (Presse Citron, Mycommunitymanager, …);
An increased difficulty in entering the rankings blogs (wikio France, Technorati abroad) because of intense competition. Almost all blogs less than 10 visitors per day, there are many candidates and few are chosen.
As a result, competition is fierce in this market, which is not surprising because the blog is a very popular way to preempt a category. This technology is very dynamic, which allows referencing super fast (my blog Visionary.wordpress.com for example, reference in less than 15 minutes on Google France, and each item passes almost instantly in Google News). Places are expensive, however, and today it is increasingly difficult to locate, especially on the most popular categories. The classification of wikio / e-buzzing on high-tech blogs has about 2000 of the most popular blogs, it is difficult to find a place among them, even and especially for a professional. Work for a brand blog is indeed more difficult than for an individual. We must first prove that the mark is not currently sell its products, it is on the Internet, however, to provide a service, information, a link “More important than good”
In case you are looking to locate a new blog at international and English, the task will be even more difficult. Competition is more fierce, and the world comes with a competitive advantage to countries where English is the mother tongue.
As a result of all this as the pace of updating blogs is increasing dramatically. While in 2008 10 articles per month were required to sustain a blog properly, I would consider in 2011 to less than 20 or 30 monthly articles, you do not exist! Scoring systems like Klout (http://klout.com) eg accentuate this phenomenon, penalizing users, including B2B, which relax their efforts, especially during weekends and holidays.