Over the last few years the way that we use blogs to promote business has seen a dramatic increase and nowadays any business looking to build a solid online presence, should include blogging in their marketing strategy. Just to put this into perspective, in 2004 there were round about 3 million blogs on the World Wide Web. Last year (2011) this figure rose to 164 million, so what’s changed?

Deeper Trust of Blogs

Blogging is now seen as a trusted source of information and as a potential customer, it isn’t hard to find someone who happens to be blogging about a particular product or service. A really good blog can have a plethora of followers and for companies who are looking to build brand awareness and make that all important connection with their target demographic, then a blog can provide that link.

Blogging is Now Seen as Mutually Beneficial

Over 40% of all blogs are business related which means that there are around 72 million of them. Any one of these can offer opportunities for businesses to foster and build mutually beneficial relationships with bloggers. Just to reiterate this, according to a survey carried out by Technorati, 65% of bloggers happen to follow brands via social media, and the majority of these bloggers write regularly about those specific brands that they follow. That’s good advertising in anybody’s books, so working with a skilled blogger really can build your business brand.

Blogging is Closely Connected with Social Media

The majority of bloggers harness the power of social media to drive traffic to their sites and as the growth of social media platforms expand, then so too have blogs. As an example it isn’t uncommon for pro bloggers to have over 1000 followers on Twitter and for businesses, aligning themselves with a blogger makes for a very valuable marketing asset.

Who’s Blogging

Over the past couple of years there has been a change to the type of people who are blogging. Before bloggers consisted of mainly, hobbyists and mummy bloggers looking to connect with like minded individuals. Now nearly 60% of bloggers are young (between the ages of 18 and 44), have at least two years experience behind them and are well educated. They post up to two or three times a week and understand how to make that connection with their readers.

Moving Forwards

It seems that moving into 2013 and beyond, much greater emphasis is going to be placed on blogging. Quality blog masters are going to be very much in demand as more and more businesses cotton on to the fact that blogging is a very powerful business tool. Connections will be cemented between brands and bloggers, and companies that can match those brands to specific bloggers will also be very much in demand. The bottom line is that blogging is and continues to be a major marketing force, so any business that isn’t blogging about their services or products could be left way behind in the race for online business.

This post was written by Ingenuity Digital is a specialist in SEO, Social Media and other digital platforms and is based in London.