The Emergence and Explosion of Blogs, Blogging and Bloggers!

Everyone today is a reporter and a content creator. If you have a smartphone with a camera and video, you can catch an event happening and upload it to social media, Youtube or a media outlet and in 24 hours generate hundreds, thousands or a million-plus views!


Blogs, blogging and bloggers  have quickly become a “must” new media activity for any professional or company that wants to establish credibility or brand leadership in their industry. They are also a serious way to get coverage for your products and services. Content is king, especially for brand and branding promotion.

Consider some of these current statistics about blogging from Technorati that substantiate the importance, advancement and impact blogs, blogging and bloggers have today.

  • 71 percent of bloggers only write about brands they think are reputable.
  • 42 percent of bloggers say they blog about brands they love (or hate).
  • Although just 2 percent of bloggers are “Mommy bloggers,” these bloggers get 500 pitches a day, and focus on writing about brands.
  • Hobbyists account for 65 percent of bloggers.
  • 33 percent of bloggers have worked within traditional media.
  • 65 percent say blogs are being taken more seriously.

How Bloggers use Facebook and Twitter

  • 87 percent of all bloggers use Facebook.
  • 81 percent use Facebook to promote their blog.
  • 64 percent use Facebook to interact with readers.
  • 45 percent say Facebook drives more traffic to their blog than it did a year ago.
  • 73 percent of hobbyists and 88 percent of professional bloggers use Twitter.

Technorati’s Shani Higgins highlighted a number of interesting Blogger Relations Case Studies, including:

The challenges for most small businesses and solo professionals with regard to blogging continues to be:

  • What to write about
  • How to generate ideas
  • How to promote and market their blogs

What to Write About
Take your core industry and the niche you target and put that in the center. Are you a realtor, HR professional, business consultant, retailer, chef, travel agent, marketing specialist? What is the main content you know the most about? Build topics off of that. Think about all the topics related to that core that you could write about?

Here’s an example:  The core industry and content I write about is career branding, personal brand development and all the branding activities that market a brand.

Here are 25 areas that I can write about that are all related to that core: Integrated marketing, visual marketing, brand messaging, website and blog design, social media marketing, LinkedIn, Facebook, Twitter, email marketing, radio podcasting, career transition, career skills, career change, networking, business relationships, blogging, online marketing, joining groups, sales process, leadership, business skills, professional development, business education and motivation.

How to Generate Ideas

The best way to generate ideas is simply to be present in the day you are in and watch, listen and look at all the things around you. Personal experiences, ideas and inspirations are all fodder for generating blog article ideas. Keep a little notebook handy in your purse, briefcase or next to your bed. Also use the record or notes feature on your smartphone. When you think of something, write it down or record it.

Once you have generated ideas, set up a monthly blog content schedule. Create a monthly plan and form for your blog and schedule the topics you are going to write about. Consider series, how to’s, lists and the monthly themes for your industry that come up in any Google search. Here’s a great article from on 10 Ways to Turn Your Blog Into a Lead-Generation Machine!

Marketing Your Blog and Articles

The good news is that Google loves blog posts, so the more you write and the more keyword-friendly your article titles are, the more activity you will see. Set up Google Alerts for your name, your company and your blog. Pick five key blogs or bloggers and connect with them on social media. Request an opportunity to submit a guest post. Most importantly, integrate your blog with all your social media activity. Go to or to set this up.

Less than two years ago blogs, blogging and bloggers were fighting to gain position, recognition and credibility. Now brands and the public are fighting to get bloggers’ attention and are more than willing to compensate them for marketing to their communities. This trend will only continue to grow.

Are you on the blog train yet? Plan for it and put it at the top of your branding activity list for this coming year!

Image from imagesolutions/Shutterstock

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Deborah Shane Deborah Shane has been recognized as a Top 100 Small Business Champion and Top 50 SMB Influencer (Dunn and Bradstreet 2015). She is a career transition author, personal branding and social media specialist. Deborah's book "Career Transition: Make the Shift" is available through all major book sellers.

21 Reactions
  1. I feel like blogging has been around for quite awhile and has been “big” for a few years as well. I think it’s just moving further down the acceptance curve and we’re getting later adopters and laggards on board finally. Keep blogging people.

  2. As a relatively new blogger, the most difficult aspect for me has been generating ideas. I absolutely agree with your advice: “The best way to generate ideas is simply to be present in the day you are in and watch, listen and look at all the things around you. Personal experiences, ideas and inspirations are all fodder for generating blog article ideas.” I started using that approach a while back writing has become easier for me.

    Thanks for your blog.

  3. Deborah, this is an excellent summary about blogging, and, yes, it provides important documentation about the influence that bloggers might have on product purchase decisions and brand image. And, yes, the power of blogger rests in their ability to become influential across multiple social media sites – and generate a high online authority score. Well said.

  4. Robert, we want to think that but it really isn’t big yet in the small biz world, just our world. Right on…keep blogging people!

  5. Cindy, amazing isn’t it what we can right about that’s right under our noses every day!

  6. Really interesting statistics provided.
    Even though I have been aware of and reading many blogs for years, it is only recently I have started my own blog. It is still very early days but I also see the advantage of using twitter and facebook to market yourself and your blog.

    • Roy, these are the latest stats I found for 2011 and I know they are a very good representation. Using the social platforms in an integrated way to promote is essential. All the platforms have ways to include and tab blogs onto them.

  7. Human Being, quite a play on your name!! This influence and vehicle for establishing authorty will only grow and evolve. Keep writing!

  8. Deborah,

    This is a great article… I still wonder why business people find it hard to come up with topics to write about. There are so many little things in every business that consumers don’t understand or know.


    Ryan H.

  9. This is a great article, Deborah. Wonderful stats and many ideas to get the small business owner blogging!

  10. Hi Deborah,

    I started a blog about 8 months ago related to my business (3D design and rendering). A few of my blog posts have focused on good work done by some of my competitors, because I want the blog to be a good general resource about the field and not just puff pieces about me, me, me. But colleagues say I’m shooting myself in the foot to provide any coverage to competitors. Do you have any words of wisdom about that? Should it all be about me?

    • Your blog is a muse center of diverse information, ideas and resources. The more people you have contributing to your blog the more interesting it is and the more inclusive you brand yourself about your niche. There is enough business for everyone. Highlighting other people work that you respect and admire only helps you. Thanks for your comment!

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