B2Bridge

There are many websites 'out there' providing guidance to bloggers. The advice may be good, but is it good for you?

At the risk of simplifying, there are 4 main types of bloggers:

• Full-time or part-time bloggers
• Independent bloggers (i.e. blogging for themselves), or bloggers working for an organisation. Independent bloggers can be blogging for money, or for building a community around a cause, a hobby, a family, ...

Probably the vast majority of the blogospere consists of independent bloggers.

The full-time independent blogger typically starts a blog for advertising or affiliate revenue, then writes a book, tours the lecture circuit and finally becomes a consultant. A main challenge for this blogger is to build a vast amount of traffic towards a particular target group which is interesting for advertisers. This has implications on posting frequency which is typically high (daily or more).

In B2B, bloggers will be typically part-time, and working for an organisation. Often, these bloggers will work for marketing and communication consultancies. Blogging is used to brand the agency, helping to position it as a thought leader. The main goal is image, and eventually higher turnover. Posting frequency is lower and articles are more in-depth.

Part-time and independent bloggers are typically hobby bloggers (or some may be preparing to quit their day job). Their prime goal is community building, the reward being interaction with like-minded individuals.

Finally, the full time blogger working for an organisation is a professional who likes to write and communicate.

When using a website to guide your project, be very conscious what type of blogger is targeted. 

Your blogging segment has far-reaching implications on your metrics for success. It also affects many choices such as optimal posting frequency, policy on comments, ...