Blogging is a marketing tool more often than it is a business itself

by Jason Preston on July 14, 2008

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.

{ 3 comments… read them below or add one }

1 Michael Gass 08.09.08 at 9:49 am


Excellent thoughts. Thanks for sharing.

2 Paul Chaney 08.10.08 at 9:16 am

Jason, I guess I could do a better job of keeping up with my RSS feed reading, but, that aside, I couldn’t agree with you more. If you’re not Darren Rowse, Andy Beal, Dave Taylor or Mike Arrington (plus a few others give or take), chances are your blog will never be an income producing business. And that’s perfectly fine. It is what you suggest, a means to an end — a marketing tool that points people to the company, product or service that is where the money is made.

So, point well made and well taken.

3 ldonovan 08.17.08 at 8:43 am

Nail hit on the head! Thanks for the great article. I was very unsuccessful on the marketing and advertising end of business the first 4 years. I kept tugging away at it and eventually with the help of Google Adwords used with Glyphius, it made a big difference.

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