Digital Rebel

Blogging landscape.

In 2012 content, aggregation and content marketing has brought about the growth and expansion of blogs. Let’s face it more businesses have now incorporated or adapted towards a content strategy with predictions doubling the count in 2013. As the digital age progresses we expect to see blogging become a regular routine for businesses who want to capitalize on the benefits of content marketing.

The history of blogging.

A blog short for the term web log has been occurring for over a span of two decades with its roots starting out through aggregation. Forum like collected content with the intention of journalistic needs started out the blogging roots. This paved the way for online journals and thought-provoking opinions, ideas and concepts in the early 90’s.

This encouraged the creation of journalistic approaches to content and promoted self and community minded coverage of events and incidents occurring worldwide. By 2002, we started to witness specialization and customization of bloggers. Mommy bloggers, affiliate bloggers, political blogger and many other specialized industry like bloggers started to capitalize on their niche. Special interests formed special businesses.

By 2010 Social media started to change the landscape of the whole blogging process. We are no longer blogging for dollars but blogging for content… content authority, content credibility and content marketing! With the recent Google algorithms both Panda and Penguin, businesses have no choice but to adapt towards a content strategy. Almost all web designers recommend having a page specifically for blogs. Fresh content has become part of an expectation from all the search engines and social reactions will impact the overall performance of a business website. Sites like twitter has prompted micro blogging and we shall see the exchange of content and distribution of such content through social platforms.

How has the blogging landscape changed? 

  • Business are now developing content proposals into their marketing plan.
  • An editorial calendar now compliments a marketing calendar.
  • Content curation, aggregation and research has now become part of the norm for mapping out a blog infrastructure.
  • Companies are creating a team of writers to submit content and promoting guest blogs.
  • Business blogs will focus on the user experience and website navigation.
  • Business will strategize for SEO and write content to rank for topics
  • Keyword authority will now become the new format for content authority
  • We are started to see social interactions and reactions become the new form of content approval
  • Blogging comments are decreasing and giving way to social reactions
The goods! 
As a business owner there are many ways to adapt to such changes above. The one under utilized tool that businesses should start focusing on is Google author tags which allows you to rank for authority on the Google search engine. Want to see how Google Author tags helps with content authority? I recently wrote an article that prompted a ton of social responses… The next day by allowing Google Author tags to pick up any content I write for it showed up on page 1 of google for that specific keyword… You can also read this great article on the social media dominatrix that gives an industry analysis of how all the popular social platforms will impact the business.

You can also view the evolution of blogging courtesy of flow town.





2 Responses to Blogging landscape.

  1. Interesting to see your take on how blogging has evolved. I agree and whereas I was blogging a decent amount this time last year I am doing way less this year but my business is up. Blogging takes far too long and quick posts on LinkedIn and Facebook do as much to show people what I believe and what I think is important (and reach more people with less effort).

    I think a great next post would be to analyze the ROI for different types of business. For instance any single consultant or coach who does more than curate content for their blog on a regular basis is, IMHO, misusing their time. Bigger companies who can afford to have full-time content writers may have a different business case but the noise out there just makes it impractical for most businesses to be heard. As and when they find their true niche I would swing back and say that real communication can be delivered through a blog but with most smaller businesses not having any such niche I think that blogging is a genuine waste of time for most of them (where they are writing their own content).

    • Great points – Rupert,

      It no longer just about writing a blog but what you do with the blog post
      1- use it as a resource
      2- us it when communicating or corresponding
      3- build a content bank
      4- promote through social funnels

      Thanks for the tip – will write something about your inquiry soon!


Leave a reply