Many bloggers are statistics’ slaves. They check their readership daily, trying to increase it in every way possible. We all compare figures, learning new tactics on how to generate more views, and looking for the biggest amount of unique users.
The need for readers is clear. It derives from two main reasons:
1. There is no way today to value blogs tailored to this media. Therefore we use traditional metrics. Not only bloggers are using them – advertisers are part of the game as well.
2. Ego is an important part of the human nature. Nothing brings a bigger smile to my face then seeing zillion readers on my stats.
Talking about Ego
A Different Metric
There is another way of looking at this media form:
Let’s say that I am selling products to mobile operators, and I use my company’s blog to convey my marketing message. Which scenario will be more beneficial for my company:
SCENARIO A: I have 3000 readers, including my mom and sister in law.
SCENARIO B: I have 100 readers, all of them are heads of purchase departments in mobile operators.
Or let’s take a different example. Let’s say I am a political blogger with strong opinions and no money to open my own think tank. Which scenario will provide more value:
SCENARIO A: I have 10,000 readers across the globe.
SCENARIO B: I have only 5 readers – the American President and Vice President, UK Prime Minister, French President and, well, my mom and sister.
I believe that we all agree that scenario B will bring more business value to my company, or more influence to my political blog than the other one.
How to make your blog closer to the second scenarios is a different story. But let’s agree that in most cases, and for most bloggers, size doesn’t matter – it’s what’s inside that counts.