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Fewer corporate bloggers means more opportunity

corporate bloggers

Less bloggers? More opportunity?

by Frank Strong

A new study out of UMASS Dartmouth suggests that blogging among the Inc. 500 is down. The percentage of corporations blogging dropped 13% from 2010 to 2011 and marks the first time a decline has been spotted since 2007.

There’s irony here since 92% of those using a business blog say it’s successful and that’s up several points from last year.

Conclusion?  The companies that are blogging are doing so with good success, but blogging overall has fallen from favor as compared with the previous years.

The conflict will certainly draw lots of headlines and it’s hard to say this is a trend. Mark Schaefer has a solid analysis, to couple a dramatic headline, as to the reasons why this survey should be viewed with a critical eye.

But wait there’s more…

In addition, there is a data point that’s getting lost in the shuffle:  56% of respondents listed blogging as a social media channel they are not using but plan to in the future. That’s up 14% from last year and it’s higher on the list than any other single social media channel (see screenshot nearby from the study).

Different conclusion?  The companies that are blogging are doing so with success, and other companies are seeing that success and are planning to begin blogging in the future.

The business case for corporate blogging is clear, compelling and continuous.  The web is literally sprawling with case studies as to the benefits of blogging — from the SEO value to media relations.  If there are fewer voices competing for the finite amount of attention on the web, then that simply spells opportunity for the savvy marketing and PR types that continue to blog for their businesses.

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