When organisations consider blogging, one of the favoured strategies is the creation of a brand or corporate blog. However one of the under-utilised and unexplored assets on the web in Australia is the “personal bloggersphere.” Whilst it may be slightly premature to brand this as the next big digital trend in Australia, I believe leveraging independent blogs to achieve commercial objectives will increase in popularity over the coming years.
Why consider leveraging the personal bloggersphere?
Personal blogging is on the rise in Australia, as individuals attempt to showcase their expertise within a given field. These individuals are becoming thought leaders within the online community and are emerging as key influencers across many interest categories. And although the popularity of maintaining a personal blog in Australia is not as high as in Asia and other parts of the world, there is a sizable captive audience listening to the thoughts and opinions of the online blogging community.
According to recent research, 69% of Australians read blogs between 2 to 3 times a week and whilst this lags behind the rest of the world, it is still a significant portion of the Australian population.
However before diving into the bloggersphere there are several considerations a brand must make. One of the most important is the lack of control brands may have when utilising the personal bloggersphere, as blogs are not another platform to simply publish advertorial like content. Bloggers are trusted by their readers and want to protect the authenticity of their content from commercialisation. As a result brands may (depending on how the arrangement is structured) have less control over the final message projected by the blogger about their brand experience.
The Personal Blogging Channel In Practice
Tourism Australia, is one of the innovative Australian brands utilising the bloggersphere to connect with its global audience. Their strategy is simple, Tourism Australia has identified some of the emerging opinion leaders on the web and will host them down under.
Popular Australian Blogs
Whilst this article does not equip you with all the knowledge you need to embark on strategies within the personal bloggersphere, I have detailed a few links below to enable you to continue your research on the emerging blogs in Australia;
If you know of any other popular blogs in Australia, why not share them below.