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Blogs, RSS and B2B purchasing

Posted by Michael Bloch in web marketing (Wednesday September 13, 2006 )

So, it’s all very good news if you’re a technology blogger. If you’re a tech guru and haven’t started a blog as yet, it’s certainly time to consider letting your light shine – and possibly your wallet fatten as a tasty side effect :).

If you’re an advertiser selling or representing B2B technology products, the blog is a medium that you may want to give some special attention to. Getting on the good side of some high profile technology bloggers would probably be a very good move :).

The 19 page KnowledgeStorm report “Blogs and Real Simple Syndication (RSS)” is interesting reading and can be downloaded for free in PDF format.

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While email marketing, banners and search have been the leading mediums for marketing generally in recent years, a new survey released last week points to major changes; particularly in relation to technology industries. The humble blog certainly looks set to take center stage in the years ahead for driving B2B technology related sales.

The study carried out by KnowledgeStorm and Universal McCann in August 2006 gathered responses from 4,500 business and IT professionals.

Some of the key findings:

– 80% of respondents are blog users, with over half of those visiting a blog at least once a week.

– 53% access blogs for business information related to technology.

– Over half rate blogs as being as credible or more credible sources of information as traditional mediums such as news outlets.

– Respondents stated experiencing challenges with locating blogs with relevant content (splog plague?)

– 53% stated that the content they read in blogs influences their purchasing decisions.

– Over 2/3 felt that there was a shortage of expert bloggers coverting topics related to technology.

– 4% had started their own blog

– Nearly half comment on blogs at least once a month

– 70% of those surveyed endorse or forward on blog information to their colleagues at least once a month.

– Nearly a third are familiar with and utlize RSS

– Of those using RSS feeds, a quarter subscribe to between 5 and 10 feeds and 90% of RSS users spend up to 5 hours a week reading their feeds.

The RSS usage stat is a very interesting one – 31% of IT professionals subscribe to feeds vs. 2% of the general population. I reported late in August about issues relating to RSS adoption stagnating.

So, it’s all very good news if you’re a technology blogger. If you’re a tech guru and haven’t started a blog as yet, it’s certainly time to consider letting your light shine – and possibly your wallet fatten as a tasty side effect :).

If you’re an advertiser selling or representing B2B technology products, the blog is a medium that you may want to give some special attention to. Getting on the good side of some high profile technology bloggers would probably be a very good move :).

The 19 page KnowledgeStorm report “Blogs and Real Simple Syndication (RSS)” is interesting reading and can be downloaded for free in PDF format.



 

 
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