Blogger semantics
By Beth Graddon-Hodgson
I’ve touched upon what a pro blogger does on the Wax Blog in the past, but it’s a subject that seems to be coming up a lot lately, so now it’s time to dedicate a post or two to the subject! I find that a lot of people, even prospective clients are a bit confused about what a pro blogger does because of the stigma that’s attached to the title “blogger”.
The title is an all-encompassing word that defines anyone who blogs. As far as that goes, it’s accurate. But within that definition there are different types of bloggers and there is one category of blogger that people most often associate the term with. I bet you already know precisely what I mean, but for the sake of clarity, let me tell you! A blogger is most often considered someone who writes for themselves. Sometimes they write about a personal interest like cooking or graphic design; other times their blog is a place to chronicle their lives personally and professionally. These bloggers rant, rave, express their opinions emotionally and share their advice with others. They want people to read but they’re not promoting a brand beyond their own name.
A pro blogger can do many of the things that a “personal blogger” does. But for a pro blogger, it’s not just about putting pen to paper to write; there’s a huge marketing element that comes into play. When I write for my clients’ blogs, sometimes my personal knowledge or opinions may filter into the work if and when it’s appropriate but the point isn’t to chronicle them, it is to promote the brand.
It’s important for people to understand the differences, because then they understand what we can bring to the table. Hiring a pro blogger you’re not simply giving someone a blank canvas to do whatever they want with. You’re bringing them on to strategically use a blog as a marketing tool.
To be clear, it’s not that a personal blogger can’t be a pro blogger, too. The point is that you can’t assume the word “blogger” means that they can only deliver what you’re used to seeing on their personal blog or on other blogs devoted to ranting, raving, diaper rash and problems at work. Yes, those people are bloggers too, but by understanding how much more meaning there is behind the phrase will allow us “pro bloggers” and “professional writers who blog” to embrace the title “blogger” and not feel the need to clarify from the outset!
To help you further understand just how broad the world of blogging is, next week’s post will be dedicated to showing you the versatility of a pro blogger and how, in hiring them you’ll find your blog in the hands of a marketing professional.
Tags: blog topics, blogging small business, business blogging, promoting small business with a blog, small business marketing, small business promotion, starting a blog, writing a blog
August 10th, 2010 at 10:11 pm
Thanks. So much for my bright idea of hiring my brother in law because he blogs. Turns out that he isn’t a pro blogger but is just opinionated. I guess you get what you pay for.
August 11th, 2010 at 11:49 am
Businesses need to quit blogging, or at least call what they do blogging. It is generating dynamic content to hook into keywords that drives traffic back to the brand. Sure, you have to be interesting and somewhat entertaining to keep readers around and engaged, but you are not rant-blogging. But, brands should not be publishing corporate-speak either…
http://gerardmclean.com/quit-building-websites.html
August 11th, 2010 at 11:56 am
What would be your term for the corporate/business blog then?
August 11th, 2010 at 12:39 pm
I just don’t think we need to make a distinction. It is generating content at a scheduled rate. I think business just needs to get away from the “blogger” lexicon.. let bloggers do the ranting, journalists do the reporting and business content writers do the industry articles.
August 11th, 2010 at 2:05 pm
And the philosophers do the philosopherizing (hey new word!)
August 11th, 2010 at 3:24 pm
I think that the lines between business content writers and bloggers can be blurred a bit. Each article type has a different audience, but I enjoy reading informative blogs with industry information. I don’t think I’d put as much credibility in a business writer that mixed opinion in with their content, though, so it doesn’t quite go both ways.
August 12th, 2010 at 12:05 pm
I love reading and writing blogs and always get inspiration from good posts regarding tech information.
August 12th, 2010 at 1:12 pm
CJD – I agree! I think it really varies depending upon the audience and the purpose of the website/blog. I’d agree with you too that there is a much closer link between business bloggers and content writers, than business/pro bloggers and “personal bloggers”
Dave – hmm…it depends. if he has a lot of opinions but knows how to reflect them in a way that can be beneficial to your business, it could work! But, if all he’s doing on your blog is a little bit of ranting, if I were you, I’d encourage him to vary the content to be more brand relevant and effective to recruit new business! Make sense?
Gerald – I definitely do not agree with that. That’s applying the stigma that the term “blogger” or writing on a “blog” applies strictly to a ranting style of writing. That is what you’re used to seeing on a “personal” blog. That’s exactly the reason why I will not refer to myself as a blogger in most contexts – because it’s assumed that’s all I’m capable of and that seems to be your opinion as well. I’m a writer, I have a journalism background, as well as a background in copywriting. I just happen to specialize in online content writing including blogs. Look around and you’ll find that some of the top journalists write for blogs and do industry articles published online. A versatile writer doesn’t have the limitations you’re assuming. That’s what I was hoping to convey in this post. I’m not saying it’s true of everyone – there are plenty of “bloggers” (using the stereotypical term) that might not be capable of more than ranting and that is exactly where the stigma comes from. You can’t lump everyone into that box, though.
A blog is just a publishing tool, it doesn’t dictate the type of content that goes there or compartmentalize the type of people writing.
I think if you tune in for next week’s post you’ll understand my stance a little bit better about using a blog as a marketing tool and how the people behind it have the skills and knowledge to make it work. Now, if you believe that a blog shouldn’t be a form of marketing, and that people using it to publish should just be ranting, that’s another thing, but that’s just not the structure that exists today.
I totally respect your opinion and appreciate your comment. Of course you’re welcome to disagree, but it’s exactly your stance that inspired me to write this post..so really, how could I resist a little debate?
August 12th, 2010 at 1:43 pm
PS – keep in mind this is coming from someone who has built a business entirely around all of the stuff I outline in my post!
August 12th, 2010 at 2:34 pm
@Beth I agree with you. You just used more words, but you and I have the same opinion. I think the term “blogging” and “blog” should go away as it is all writing. But, since the media and others won’t let it go, I merely suggest we corner off the term “blogger” to ONLY apply to that small subset of people who rant a person opinion devoid of fact, research or argument. The rest of us are writing.
PS it’s Gerard, no L
August 12th, 2010 at 2:46 pm
Beth and Geraldine, bummer I thought we were gonna have a semantics smackdown. you guys are not fun.
August 12th, 2010 at 2:46 pm
Whoopsie, sorry about that. I realized after!! It’s just hard right now, because in a way, it’s the only term people/businesses get, but then they often get it wrong. Precisely why I rarely use “blogger” to describe myself unless it’s important for SEO in some way (like in this post!!) I usually go more with “I’m a professional writer that can offer you SEO blogging services” or something to that effect.
I completely get what you’re saying – I think the only place where we differ is that you’re ready to move on from the “blogger” stigma..I may not use the term but I’m still trying to fight that the “ranty” context isn’t the only meaning. It’s the fiery Canadian redhead in me as Bonnie said..also read stubborn!!
August 12th, 2010 at 5:53 pm
I’m a crazy Scotsman born in the Year of the Dragon as an Aries. I’m always running uphill on the “Stay Calm” train myself
I kinda feel like we let Bonnie down, like she was expecting some sort of Amarosa reality scene. Wait, maybe if she paid us…. hehehehe…
August 13th, 2010 at 9:21 am
I was a personnal blogger in the past, i remember myself wrote pems and others thought on many blogs, it was cool, readers come naturally and we share interesting things.
Today, i’m a “professionnal” blogger, i should say that it is less “cool” with all the marketing stuffs, we always must reflexion about keywords, seo, ect…
August 13th, 2010 at 9:54 am
I think that there needs to be some sort of guideline with the comments that says if you’d like to “debate” you’d better be preapred to pull some punches. Really…how could we be so civil in our “disagreement” that turned out to be agreement in the end?
August 14th, 2010 at 2:07 am
In my spare time, I always down around the blog, especially like some good blogs. So I can learn many useful things.
thanks for sharing your information , it is so nice article!
August 15th, 2010 at 5:17 am
I don’t think I take as much credit in a professional writers and their opinions and content, therefore, it won’t go.
August 15th, 2010 at 1:01 pm
I just love blogging and as i get spare time from busy schedule i start working on it. Wonderful post, I really enjoyed reading it! The people you meet when you travel really are often the best part of it all.
August 18th, 2010 at 7:25 am
Reading blogs can be interesting if the writer does good research.
August 23rd, 2010 at 8:27 am
I do blogging by myself and always look for some good stuff because Blogs are good source of info when quality contents are written in it.
February 15th, 2011 at 8:36 pm
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