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How Small Blogs/Bloggers Play A Big Role in Influence

By cecilyk |

It's good to be small.

It can be easy – particularly in blog conference season when it seems like everyone else is speaking, going to the cool parties, and being invited on the special trips – to feel like a small blogger lost in a sea of other, bigger blogs.

But when I do blogger outreach and speak to clients about the best bloggers to work with, I often advocate the smaller bloggers. Not only do they (often) give more to a project than bigger bloggers, but I’ve seen the ROI first hand; smaller blogger nearly ALWAYS deliver more conversions than big bloggers do.

One of the reasons this might be true is highlighted in this great article about understanding influence and “conversation maturity.”

This infographic from the article highlights the way conversations flow on line. What I take away from this infographic is the fact that maybe a big blogger STARTS the conversation, it’s the smaller bloggers that become the amplifiers, curators, and commentators of that discussion. Why does that matter? Well, as you can see by the graph above, just having the big bloggers say something only causes a momentary spike of interest and discussion. It’s when the rest of the world picks up the story – i.e., the small bloggers – that the conversation stays topical and ends up becoming not just talk, but actually conversions (meaning sales).

The article puts it this way (emphasis mine):

The idea starter and the amplifier – however, what I have only recently realised in my own Eureka moment, is that a forgotten but critical player is the curator needs to be engaged with. This person, often overlooked due to their relatively low popularity has proven to be a significant driver of influence. When analysing the three types below, it is clear to see that as marketers we must adopt both technology tools and sociological profiling to help us interact with people.

If you’re a smaller blogger, you can rest easier knowing that you’re actually a big part of the marketing solution. I’d definitely add the Social Media Today article to your arsenal of knowledge.

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About cecilyk



Cecily Kellogg writes all over the web, including here at Babble for Voices and Tech. She neglects her own blog, Uppercase Woman. Read bio and latest posts → Read Cecily's latest posts →

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5 thoughts on “How Small Blogs/Bloggers Play A Big Role in Influence

  1. Debbie says:

    Awesome article! This is completely true in my experience. I measure clicks from blogger reviews to brand websites, and the smaller bloggers have a higher click-thru rate. The smaller bloggers engage more directly with their readers, and they often post editorial (unpaid) content. I’ve noticed that many bloggers have transformed almost entirely into sponsored content writers. In general, I think it’s problematic if more than 20% of posts on a site are sponsored content instead of editorial content, and it definitely impacts click-thru rates on new posts. A blog with a large archive may still get great SEO traffic but minimal new traffic, and the blogger can coast on the old traffic by posting only sponsored content. The smarter brands, however, have started measuring if blog posts have any influence.

  2. KeAnne says:

    Great points! It definitely supports the Long Tail theory.

  3. Amanda says:

    Heh. Thanks for the reminder that though my blog’s stats are not robust, my conversation (when I blog) is always engaging. Even when I take a month off.

  4. Cynthia says:

    Thank you for this post!

  5. Andi says:

    Great post and so true. I advocate this at work for our own activities. And as a little blogger personally, I wish more companies would listen!

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