Business Blogs Grow UpI’ve been running this blog for nearly three years now and have seen a lot of changes in the acceptance and usage of blogs in business during that time, first in the US and then more recently here in the UK as well.

Unlike many, I never really entered the blogging fray with a truly personal blog which was designed simply to broadcast my opinions – that wasn’t of interest to me. Personally, right from the start I have approached blogging from a standpoint of it being a business tool – hence the name of this blog – and wanted to share those business possibilities with others.

Blogging is Dead, Long Live Blogging

Latterly, I’ve seen a spate of articles about the death of blogging, most notably one on Wired – however, I have been encouraged by the quantity of comments on these posts which in the most part have been supportive of blogging. For me, blogging as I perceive it (ie. in business terms) is not only not dead, it is still to reach its prime – in terms of the Technical Adoption Lifecycle, I see it still very much in the Early Adopter phase, particularly in the UK.

This was made abundantly clear to me last week in two very different situations:

  • in the first, I was giving a presentation to a group of marketing managers on “Blogging and Social Media” at a workshop run by Generate UK. For most of the attendees, blogging was still something which they were planning and preparing for rather than tiring of it.
  • Equally, in the second, a meeting with a FTSE100 company demonstrated their desire to fully engage with blogging, but only subject to demonstrable benefits and previous examples. Once again, classic drivers for companies in the early and late majority phase.

In both instances, after discussion, it was clear that there were still huge benefits to be had for them from starting a corporate blog, supported by other social media activity we looked at.

A great response

The best overall response to the “Blogging is Dead” theme, though, came from the Economist in an article entitled Oh, Grow up with “Blogging is no longer what it was, because it has entered the mainstream” as its subtitle.

Spot on – that’s exactly what has happened.

I particularly loved the analogy that was made with PDAs, not least because I was working at Psion as handheld computers went through their initial boom and bust phase and so have first hand experience of the way that particular market morphed into what we see today.

“Gone, in other words, is any sense that blogging as a technology is revolutionary, subversive or otherwise exalted, and this upsets some of its pioneers. Confirmed, however, is the idea that blogging is useful and versatile. In essence, it is a straightforward content-management system that posts updates in reverse-chronological order and allows comments and other social interactions. Viewed as such, blogging may “die” in much the same way that personal-digital assistants (PDAs) have died. A decade ago, PDAs were the preserve of digerati who liked using electronic address books and calendars. Now they are gone, but they are also ubiquitous, as features of almost every mobile phone.”

I see blogging as such. The way in which I see blogs and websites merging more and more reaffirms this small businesses I work with are now deciding not just to set up a blog but rather use the technology to run their whole site giving them control over updates, the ability to post and distribute information as required and of course the all important interactivity.

For me, the research by Gartner reiterates this in their Hype Cycle for Emerging Technologies. They also position Corporate Blogging at the start of mainstream acceptance and use as you can see in their diagram below.

Business Blogging by Gartner


Where do we go from here …?

Well, if I had to sum all this up, I think that I would have to say, that if you are looking to start a business blog because you think that itd be a cool and trendy thing to do then youre probably a couple of years behind the times now. Have a look at Twitter instead (in fact you should anyway – follow me for starters at www.twitter.com/BlogCoach) but be prepared to move to the next up and coming technology when it arrives.

However, if youre starting a blog because of what they can bring to your business, and you want a tool that will really help your relationships with customers and prospects as well as generate new business for you, then you have found the perfect time to start a blog for your business. Just make sure you plan ahead and set it up to future proof your investment.

So now, without even an small tear of remorse in the corner of my eye, I can happily announce that blogging is now all grown up – and rearing to show you what it can do!

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