As I have noted in previous posts, agency blogs can be a very effective way to build one’s reputation as a subject matter expert in a particular niche. However, lack of focus, purpose and/or providing content that does not resonate with the target audience more often than not is a waste of everyone’s time.

If done well and strategically, blogs be can incredible tools for ad agencies and other entities to generate awareness, credibility, influence and a loyal following—all of which enhance new business endeavors.

Now there’s a new study that provides further evidence of the power of blogging.

An independent UK survey of consumers by affilinet found that bloggers have more influence than journalists, celebrities, politicians or brands, coming in third place behind family and friends.

Bloggers who cover a specialized area fared particularly well among those surveyed.

“What is encouraging…is the role that bloggers and social media play within consumer trust,” said Helen Southgate, UK managing director of affilinet. “Working with niche specialist bloggers using adverts or content tailored to their audience, will become an important part of the acquisition strategy for advertisers, [as] they strive to improve the level of trust in their brand from consumers.”

According to a press release about the study issued by affilinet, “Consumers were asked whether they trusted the opinions of mainstream media outlets (magazines, newspapers, and online titles tied to a publisher), or independent bloggers/vloggers more, when it came to purchasing decisions, and the bloggers came out on top; 57% vs 43%.”

While the study is UK-specific, it’s clear that consumers there are increasing turning to niche bloggers for what they consider to be credible, trustworthy and reliable information.

That is consistent with Technorati’s 2013 Digital Influence Report, which found that blogs rank high when it comes to trust and influence: “When making overall purchase decisions, for consumers, blogs trail only behind retail and brand sites. With regard to overall sources for information on the internet, blogs rank among the top five ‘most trustworthy’ sources.” 

(If you don’t have time to read the full report, Social Media Examiner’s Patricia Redsicker has a good overview of its findings.)

Whether your blog is designed to reach consumers, businesses or other audiences, having a niche with fresh insights, useful tips and compelling content will bring value to your readers and success to your organization.

photo credit: Macbook Air 2012 via photopin (license)