This guest post is by Jake Ludington of Jakeludington.com and Delightedrobot.com
For the sake of discussion, let’s say you are with a major technology company.
Would your company benefit more from a recommendation by a blogger who has a lot of blog traffic and 100,000 followers or more limited traffic and 100 followers? Think about that for a moment.
What if I told you the 100,000 followers were all teen age kids, while the 100 were each responsible for their own $50 million annual technology budget? Would your answer change?
After a recent tech conference, I shared a cab to the airport with a fellow blogger. Let’s call my blogging friend Chris, since I didn’t actually get permission to tell this story. In between interruptions by the driver, who was peppering us with questions about the best place to host his website, we talked about traffic as a measure of a successful blog. The head of influencer engagement for a large enterprise tech company recently asked Chris to share page views and unique visitor data for his blog. Chris was concerned that his blog traffic numbers were too low to be interesting to the company asking.
I told Chris any tech company asking for traffic stats was asking the wrong question. The company should be asking how much influence he has.
Avoid the blog traffic trap – why marketers are rethinking influence
