Others have suggested that just plain SEO blogging is old school and have engaged Chris and others in this debate. I'll leave the details to you to go read and even join ... but I did find Chris' post from last night worthy of a quick quote:
In the email business we talk a lot about 'Capacity'. What we are talking about is someone's capacity for email relationships generally and more specifically, "Commercial Email Relationships". According to a recent study from Merkle that capacity is 10. Basically, this means that if you want to get into my inbox and have a relationship with me, you better be one of the first 10, or displace someone who's already there.
Moving on to blogging, the most recent data is from eMarketer (about 15 months old) tells us that people have the capacity to follow about 2 blogs regularly. Proof positive that for most corporate blogging strategies, measureing success based on RSS feeds or regular readership is the wrong metric.
Today I read a great study from the Economist called Primates on Facebook, talking about human's capacity on facebook.
I can see that his position is that bloggers who think they have regular and engaged readers are fooling themselves. Now, for this blog I would agree, we have subscribers but engagement is very low. For my political sites I would disagree, we get hundreds of engaged readers who know each other well ... a virtual community. More than 10 for sure.
1 comments:
Sure, but this is where you have to seperate journalism from business. Sure, I read journalism every day.
It's questionable if there is a business model here either, but sure they get the readers.
Meantime, businesses are not journalists. Business measures engagement by conversions. There are only two ways for business to move this needle...increase traffic and keep the same conversion rate or increase conversion on the same traffic.
Our plan and advocacy is to do both :-)
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