A Blogger’s Personal Brand Is Much More Important than a Blog
The new blog follower is not interested in the blog as an entity. No matter how well it’s updated. They are interested in a single post – specific content that fits perfectly to their needs and interests.
What is a blog? There’s no single definition for a blog, but generally speaking blogs are published by independent bloggers on the Internet and typically consist of several interactive elements in addition to a stream of blog posts that are regularly updated. That was quite simple as long as the Internet was a collection of web pages and the significant unit was a home page.
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However, with the explosion in the usage and number of channels of social media, the significance of web pages has decreased dramatically and ordinary people, like you and me, have increasingly been pulled over to new media such as mobile apps. Seasonal blog readers are still reading the same blogs they used to read, but new readers have dried up. If a blogger shares a blog post on Facebook or Twitter, new readers may read that post but not become regular visitors to the blog. They might, however, start following the social media channel where they found the blog post that interested in them. And that’s the key to a new blog following.
The new blog following
The new blog follower is not interested in the blog as an entity. No matter how well it’s updated. They are interested in a single post – specific content that fits perfectly to their needs and interests. But they might follow the blogger on Instagram or Facebook, so they can find out when there is new content on the blog. At the same time, the blogger will describe new content in their social media feeds, so that followers can decide whether to read the blog or not.
In social media channels, the blogger has lost most of the contact with readers. All a blogger can do is to strengthen his own personal brand. People are not so interested in semi-unknown bloggers or brand-like display windows; they want to connect with a real person.
Hard times for convincing the advertiser
When a blogger tries to market their blog to advertisers or brands, it’s much more difficult to present solid details and an understandable pack of data about the blog audience. Google Analytics is not the only God anymore, a blogger has to understand the different sets of demographics and characteristics of different social media channels. That’s why I think we have entered the era of Blog 2.0.
Timo Kiviluoma is a travel writer, a blogger and a content marketing strategist. Read more at www.timokiviluoma.me