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The Blogosphere Continues to Grow, Perhaps Splitting Into Two Camps

By: Steve Johnson

10/20/2009 - 31 Comments

According to the newly-released Technorati State of the Blogosphere 2009 Report, the top 5,000 blogs have one thing in common:  they publish frequent posts.

That is the conclusion found by Small Business Trends. Top bloggers post upto ten times per day.  

I have seen this trend coming, but I think it’s based on news as entertainment.  As blog posts get shorter, they are more like introductions to a subject, and the conversation continues on other blogs and social media sites.

If increasing traffic is based on how frequent you post, then why not just post titles with a single paragraph?

I'll tell you why, because short posts do not add to your content base which continue to drive traffic for years to come. I see the blogosphere dividing into two camps, the content creators and the gossipers.

If you want to compete with the gossipers, you need to increase the frequency of your posts. But if you want to market a business or build a brand, than yours better off as a content creator.

The Gossipers

The gossipers are tightly coupled with the social media phenomenon, with sites like Twitter that spread the latest news as fast as possible.  If you want your blog to be part of this phenomenon, then you need to increase the frequency that you spread gossip. 

The gossipers are going head to head with the traditional media companies and winning primarily because they have an equal playing field by using the Internet to spread news as fast as anyone. 

But each day they have to work harder and post even faster for the same traffic that they had yesterday.

The Content Creators

The content creators may not be gaining as much traffic as the gossipers in the blogosphere as shown by the Technorati report, but they have an advantage against competitors that is constantly working for them.

A large content base creates a barrier to entry that gives them leverage on the Internet that is hard to duplicate.

They are rewarded for hard work with a residual income model that is difficult to encroach on. They own their niche markets with valuable content that no one else has.


These two blog camps come down to this; either you’re good at passing information along or you’re good at creating valueable information.  Either you have a lot to say or you have something valuable to say. Both camps can be very influential.

I have already decided years ago not to try to compete with the gossipers and to focus on building content.

Dharmesh Shah from just published a book about the importance of building content.  

Inbound Marketing: Get Found Using Google, Social Media and Blogs  

"Inbound Marketing"



Dharmesh’s article, "How To Build A Barrier To Entry With Inbound Marketing" is an excellent read. 

This concept comes back to the basic business idea of being able to find something that you can leverage against your competitors to provide customers something that they cannot get anywhere else and therefore creating value. 

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