Blogging is a marketing tool more often than it is a business itself
The search for the holy grail of targeted advertising is still on. Veoh just recently announced that they’re going to start letting advertisers target video and display ads based on their users’ viewing habit.
Blogging and other web 2.0 and social media platforms are now maturing to the point where businesses are really starting to look for the business model. Nick O’Neill talks about how many blogs are turning to events or maybe even newsletters for revenue.
I think that moving to a place where consumers will pay for premium content is not unreasonable. Freemium should work as a content business model.
But I have maintained for a while that the best way to use blogging in a business atmosphere is as an architecture and a marketing tool, not a business in and of itself. If you were doing a direct mail campaign, you would not expect to make money from the mail. You expect to make money from the sales that it would generate.
Blogging is the same way. Most businesses should not expect to make money by selling ads or sponsorships or t-shirts on their blogs. They should use blog architecture to make their web sites dynamic and search-friendly. They should use the blog as a marketing tool to drive interest and sales in their primary product.
That is where I think businesses will get the most use out of blogging.