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What is the higher realm of blog marketing?
Since the emergence of blogging, both internationally and domestically, it has not been fully commercialized by businesses. While foreign countries have reached a more mature stage, the concept of blogs in China is still in its early infancy. In recent years, with the rapid development of the Internet and the sharp increase in online users, various Internet tools such as chat platforms, emails, web forums, and communities have been increasingly adopted by merchants for business purposes. Blogs, as part of the web, are a key representative of this digital trend. Unlike forums or email, blogs function as a personal log space, offering genuine and objective content that reflects the author’s thoughts and experiences.
Over the past few years, the evolution of blogs has raised questions about whether they remain purely personal journals or if they can be effectively used for business opportunities. This question still lacks a clear and comprehensive answer. It's easy to flood the Internet with models, and blogs are no exception. In the past four to five years, only one out of ten netizens were actively writing or reading blogs. At that time, people weren’t familiar with blogs, and there was little awareness of their potential value, so they remained in a popular but underdeveloped phase.
However, things have changed significantly. Last year alone, the number of blog users in China surpassed 100 million, showing strong growth. As blogs become more mature and gradually commercialized, the nature of blogs and the importance of netizens are also shifting. Previously, reading blogs was seen as an enjoyable way to experience the blogger’s life and share stories. Now, many readers find it tedious to read posts filled with subtle advertising elements.
The commercialization of blogs—whether it's progress or a problem—remains a topic of debate. On one hand, it's considered progress because the ability to apply a tool to business is often viewed as a measure of success. On the other hand, some argue that commercialization could undermine the original spirit of the Internet, which values freedom and openness. If blogs become too commercial, it might lead to a decline in user trust and engagement.
Commercialization is inevitable, driven by interests. The purpose of blogging is simple on the surface: sharing experiences and stories. But behind that lies a deeper goal—to build a relationship with readers and accumulate traffic. Over time, this has led to the rise of "blog marketing," which has helped increase blog user growth by highlighting the value of blogs.
Many netizens first learned about blog marketing without fully understanding what it meant. Some started posting business-related content without realizing the impact. What's even more concerning is that search engines often rank blog posts higher, making them effective for SEO strategies. Once businesses recognized this, they began flooding blogs with promotional content. However, if they don't see immediate results, most bloggers will abandon their efforts within a short period.
This phenomenon leads to the devaluation of the original idea of blogs as personal logs. Their perceived value decreases, and their position in users' minds weakens. The term "blog marketing" means different things to different people. Some view it as a way to build trust and share ideas, while others mistakenly see it as a platform for product promotion or even spamming. This misunderstanding can damage a company's reputation or even an individual's credibility.
As netizens become more sensitive, bloggers who once shared personal insights now find themselves evolving into writers of soft text—subtle advertisements disguised as content. Though they may not look like traditional ads, these texts subtly promote products and influence readers’ thinking. Today, many websites prohibit soft text, as netizens are highly resistant to such tactics. Despite this, the line between content and advertising continues to blur, raising concerns about the future of authentic blogging.