Why advertise on blogs
- Given the reach of blogs, and their level of interactivity,
blogs offer advertisers an easy way to reach customers. Blogs, unlike
websites, are flourishing and popping up in every niche topic.
- Consumers are spending as much time, if not more, online than in
front of the television
- CPM is far less online, and for blogs, than for traditional
- Customers seek out blogs for what is going on in the world,
for product information, and for the newest and best information about
everything. More and more blogs are being created everyday, with more
and more attention from both big media and your customers.
- Advertising on blogs puts you in front of people who are making
decisions, buying products, and influencing others.
Growth of online advertising
- Spending on online advertising is projected to reach $14.7
billion in 2005 -Forrester Research
- 78 percent of those surveyed said they think search engine
marketing will be more effective than traditional ads within the next
three years -Forrester Research
- 64 percent of respondents showed interest in advertising on
blogs, 57 percent through RSS -Forrester Research
Keyword vs. Contextual Advertising
- Keyword advertising focuses on the human brain - what a person
really thinks about what they've written, and how they think readers
will interact with that. Many bloggers will describe their posts in
specific terms, often using the same words to tag a post, but some
bloggers choose complimentary words - those words that may appeal to
the readers, even if not specifically mentioned in the post.
Why keyword advertising is better
- Giving the blogger the freedom of choice, keywords enable
bloggers to maximize their own revenue.
- Advertising in blogs is a great way to earn income from a
growing and dynamic marketplace.
- Aside from keyword vs. contextual, you have the option as well
of image/banner vs. text ads. Each has shown to be effective in certain
situations, but text ads perform overall far better
- Text ads have the advantage of looking like content, and
seamlessly integrating with it.
- Ads placed close to, or within, content perform better
- Ads that can be formatted to alter size, colour, etc to
customize to blog features will outperform those that cannot
- Putting ads in blogs can be post- or blog-centric
Post-centric vs. blog-centric or feed-centric advertising
- Advertising on blogs can be focused on the blog itself, the
feed, or on the post.
- Blog-centric advertising treats the blog as the main element
for revenue. The concept behind this is to capture people who
physically go to the website to see the ads. This usually requires
placing the ad code into the blog template, and knowledge of HTML at
- Feed-centric advertising is designed to attract people to
ads in RSS feeds. These ads are not visible on the blog/website, and
are only visible through RSS readers to the blog subscribers.
- Post-centric advertising is focused on a combination
approach that will captivate attention from people at the site, as well
as subscribers to the RSS feed. Ads are placed within the blog posts
individually, and these ads will flow through to the RSS feed where
they can also be seen.
Blogs and Blogging
What is a blog?
- A blog is essentially a website, with a few features to
apart. A blog lets people write content easily, and have it shared
easily. Blogs make writing to the web easy, because the traditional
content management system of a website, usually known only to
webmasters, is replaced by a system as easy to understand as email.
- Blogs are not simply online diaries or journals, although
many such exist. While there are many people blogging to simply speak
with friends or family, thousands of businesses have started blogging,
mainstream media is blogging, and experts from all areas are sharing
their knowledge online.
What is a blogger?
- A blogger is someone who writes on a blog. The diversity
bloggers is tremendous. Some are hobbyists, some are journalers, others
are the leading analysts and thought-leaders in their fields. One
thing that connects all bloggers: they love what they do and love to
write about it.
What is the blogosphere?
- The blogosphere is the word used to describe the world of
blogs - the blogosphere represents all blogs on the internet, and more
specifically the community of bloggers working, interacting, and
What is a blog post?
- A blog post is an entry, or article, written to a blog.
Some of the features setting blogs apart from other websites
structure, features, and purpose. Blogs are updated more often, given
the ease of publishing vs. that of more static websites. This makes
very search engine friendly. Most blogs use a template system, stored
in a database, that can be easily deployed. There are hundreds of
designs available, so starting a blog does not require technical
- This is one of the key features and facets of a blog,
comments. Readers can, and are encouraged to, leave comments on the
blog about the articles. This continues the dialog and discussion
started by the article, and extends it. Comments are part of what makes
a blog a community, social networking, relationship focused site.
Comment areas are usually found at the bottom of a post.
- At the time of this writing (late September, 2005),
spam is reaching epic new heights, this is temporarily stifling
comments. Since comments are so important to the culture of the
blogosphere, solutions to this plague are being actively worked on.
- A trackback is a link to an article from another blog. On
blog trackbacks are shown at the bottom of an article with a link to
the other blog and a short excerpt of the other article. Trackbacks,
like comments, suffer from spam that is reducing the value and
usefulness of trackbacks.
- Unlike database-driven websites of the past, each blog
has a "permalink", that is a real link or URL that can be bookmarked,
linked to, and most importantly found and indexed by search engines.
This link is permanent and unique giving each blog post its own unique
identity on the web.
- Since blogs are updated frequently, this permanent
not only benefits search engines, but allow for readers to scan older
posts no longer shown on home pages, and to link to each article - not
just the blog name - in reference. This ability to interact
specifically has powered much of the interaction and community
development of the blogosphere.
- When someone writes something on a blog, it is shown at
the top of the page - this is known as reverse chronological order.
- Each time something new is written on a blog, it is posted
(meaning it appears on the blog) at the very top of the main blog page,
and the pages for each category archive, pushing the previous articles
down. This unique way of sharing information and thoughts, organizing
them with "new" at the top sets blogs apart from websites. Just like
websites, however, the content is usually organized. Each new post is
assigned to one or more categories, making it easy to find later.
- Tags are the latest innovation on the Blogosphere. Tags
way for authors to to put special links within a post that categorizes
the content. Blog search engines like IceRocket (http://www.icerocket.com/)
Technorati use (http://www.technorati.com/)
these tags to help searchers refine and find content on the topics they
are most interested in quickly. The Qumana editor (www.qumana.com) has a sophisticated tagging
ability that allows bloggers to describe via tags what is in the
content of their blog posts and insert the tags with one click. This
helps search engines and blog directories to find that content. Better
tagging means better visibility on the Web.
What are blog posts?
- Blog "posts" are the essence of the blogging phenomenon
has taken off in recent years. A "post" is basically an article,
written in varying styles and lengths, usually linking to other
articles or websites, with some new perspective or opinion.
What is a feed? What is RSS?
- A feed is a computer generated file that is created with each
and every blog post - this file is sent onto the internet and allows
anyone to read it using an aggregator (see below), rather than visiting
the website. This gives great power to individuals and companies to
easily share (or 'syndicate') their blog posts. The feed is very much
like the information inserted into a newspaper and distributed around
the world - the only difference, this newspaper is online, and contains
an infinite variation of personal feeds all read together.
- Every time a blogger posts new content, the file is updated
that gets sent out to the Internet, can be searched, and can be read by
other bloggers in Aggregators or even delivered as email.
- Two common formats of feeds are RSS and Atom.
There are three facets of blogging that remain constant:
- Relationships (between bloggers)
- Linking to other blogs (via your blogroll or your posts) is
the hallmark of blogging. It is this network, this mesh of thoughts and
ideas, that makes blogging what it is. Linking is also what makes blogs
search engine magnets - each link you get is a 'vote' for your blog in
search engines, making it more powerful. Linking then flows into the
next facet of blogging, comments.
- When I'm asked about what makes a blog so different than a
"regular" website, comments comes to the top of my mind. Most blog
posts allow comments from readers - each post has the ability to allow
people to comment - leaving name, website, and dialogue right at your
post. This continues the discussion presented. The ideas can shift and
gain depth. And as people leave comments, bloggers find other people to
link to, which leads to more linking and comments and finally to:
- Blogging is truly a global social network. Thousands of
friendships are made every day. The process of reading other people's
blogs, leaving comments, linking to them, inevitability starts the
process of forming friendships and relationships. Of course, there are
spats and squabbles, and even cliques, but by and large it is these
relationships that make blogging what it is.
Markets are Conversations
- These relationships have an interesting facet when it comes to
business. Markets are conversations in the truest sense in the
blogosphere - employees, customers, investors all talk and participate
in the blogosphere. Most likely, your company has been talked about by
someone - customers are taking a more active role now than ever in
actively participating in buying decisions and company feedback.
Businesses now have a unique opportunity to get in, listen, and react
to this commentary, and to take lead on their own blog if they so wish.
This conversation, this dialogue, is emerging as an important shift to
Number of blogs
- As of November, 21.2 million blogs are being tracked by
Technorati, the largest blog search engine. This is growing at a rate
of 1 blog per second - with over half of those blogs continuing to be
active, written chronicles by bloggers around the world.
Number of blog readers out there
- More than half of the population in North America knowingly
read blogs - with millions more reading, interacting, and clicking on
ads in blogs.