The Technorati State of the Blogosphere 2010 report is out this week and makes for interesting reading – for marketers, bloggers, corporates and consumers.

However, perhaps the most interesting statistic in the whole report is that apparently only 1% of corporates are taking blogging seriously. This contrasts enormously with the fact that many bloggers, females and moms in particular, are focusing on brands, and that many feel that blogs are now encroaching into the mainstream media space for informing and influencing people. Marketers within brands and corporates should be aware of this development.

Whilst very few people seem to be earning a living from blogging, it is notable that most repeat visitors appear to come from hobbyists and part-time blogs. This is perhaps more indicative of the attitude taken by companies in paying full-time bloggers; hobbyists blog because of a passion for their subject and require little or no financial motivation to do so. The same can probably not be said of companies’ employees!

It would seem that corporates may be missing an opportunity to gain first mover advantage (even in a seemingly mature arena such as blogging) if 99% of their competitors are failing to blog in a similar manner to the non-corporates. There is perhaps a far greater emphasis on social networking using the standard social networks (Facebook, LinkedIn, Twitter etc) than on creating your own community or joining other existing blog communities by the corporate marketers.

Is this perhaps an oversight?

Whilst Twitter is an extremely useful tool for promotion, for research and for finding like-minded people, it is of more use when it pushes people to high quality content e.g. a blog. There is noticeably a smaller appetite on Twitter for sharing a hardcore press release than for forwarding or retweeting a ground-breaking or controversial blog post. Facebook has a particular demographic, as does LinkedIn, whereas blogs tend to find a wider audience, particularly through blogrolls and other networking opportunities.

When assessing your marketing spend for 2011, check what role you are giving your blog, the level of importance you or your internet marketing agency assign to it, and whether you have realised the full potential of blogging.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology