Who reads blogs anyway? | AccountingWEB

Who reads blogs anyway?

Google the title of this article and you’ll find lots of statistics on who reads blogs. That said you may not know anyone who reads blogs. I believe that blogs are worth writing—even if no one reads them right away.

The reason? When readers are ready, the blogs will still be there. And that's the power of on-line content.

Blog statistics track traffic and level of interest

I know this from direct experience. According to the statistics my blog collects, a lot of visitors find my blog posts weeks or even months after I originally publish. Most of these latecomers find my site when searching for information on a particular subject. Many stick around long enough to read several other posts. A smaller, but significant, number subscribe so they can receive future posts.

Social media is word of mouth on steroids

Rich content attracts visitors. Visitors that like the content recommend it to others by clicking on social media widgets such as Digg, Delicious, Technorati, and StumbleUpon.

The social media widgets in turn link back to the posts that the readers found valuable. As the links accumulate, search engine rankings rise. Higher search engine rankings then attract even more readers and more links and so it goes.

New media distribution channels drive new business model for Public TV

The value of rich content was reinforced by Jonathan Abbott, WGBH CEO and President when he spoke at the Boston Club earlier this month. In response to a question about how new content distribution models were affecting public television’s business model, he shared the following observations.

According to Abbott, now that multiple channels are available, users prefer to receive content when and how it’s most convenient for them. Rather than viewing a TV show live, many will prefer to access it from a computer the following month—or even several years later. Others will prefer to download it to their IPOD so they can watch it anywhere, any time.

Abbott believes therefore that content is not only more valuable to viewers; it’s also more valuable to sponsors. When he visits sponsors, he reminds them that their messages will reach far greater audiences now that the station offers multiple formats—especially since these other formats will persist for years rather than just a few minutes.

Social media ROI

It is this quality that causes social media fans to argue that blogs, and other online content, promise a far greater return on investment than ephemeral marketing campaigns such as print advertising, direct postal mail, or even email newsletters that readers discard soon after they receive them. Conversely, the return on investment of rich online content accelerates over time as more and more viewers recommend it to others.

Marketing strategy still trumps tactics

Nevertheless, with as with all marketing, the strategy is more important than the tactics. Your blog can help you gain visibility and raise frequent visitors’ awareness of all you have to offer. But, if they’re not the right people—all your efforts may be for naught. On the other hand, your sales will soar--along with your search engine rankings—if you know who you need to reach and what they value most.

So, as with all marketing campaigns, start there.

This blog

by Barbara Bix - In tough economic times, more and more clients are looking to their accountants to help them improve the bottom line. Often, the best way to do that is to start with the top line-since one can only decrease expenses so far. This blog discusses concrete actions you and your business-to-business clients can use to accelerate revenues.

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Steve Knowles has spent 25 years in business and practice in the UK, but he also worked in the states and the years haven't dulled his way of seeing an alternative view to everyone else, and every day is a new adventure.


Joel M. Ungar, CPA is a lifelong resident of the Detroit area and a graduate of The University of Michigan. He is a principal with Silberstein Ungar, PLLC, a Top 15 auditor of SEC public reporting companies.


Allan Boress, CPA, with over 25 years as a practitioner and consultant to the accounting profession. Mr. Boress is the author of 12 published books in 6 different languages, including a best-seller, The "I-Hate-Selling" Book.


Larry Perry, CPA, CPA Firm Support Services, LLC, is the author of accounting and auditing manuals, author and presenter of live staff training seminars, and author of webcast and self-study CPE programs. He blogs about small audits, reviews, and compilations.

Sandra Wiley, COO and Shareholder, is ranked by Accounting Today as one of the 100 Most Influential People in Accounting as a result of her prominent role as an industry expert on HR and training as well as influence as a management and planning consultant. She is also a founding member of The CPA Consultant's Alliance. Sandra is a certified Kolbe™ trainer who advises firms on building balanced teams, managing employee conflict and hiring staff.

Maria Calabrese, CIR, Human Resources manager for Fazio, Mannuzza, Roche, Tankel, LaPilusa, LLC in Cranford, New Jersey, Maria's topics revolve around the world of: Mentoring, Performance management, and The "Y Generation," a.k.a. "The whY generation".


William Brighenti is a CPA, Certified QuickBooks ProAdvisor, and Certified [Business] Valuation Analyst, operating an accounting, tax, and QuickBooks consulting firm in Hartford, Connecticut, Accountants CPA Hartford.


Ken Garen, CPA, is the co-founder and President of Universal Business Computing Company (www.ubcc.com), a software development firm of high-volume, high-productivity accounting and payroll technology.


Eva Rosenberg, MBA, EA, is the publisher of TaxMama.com, and author of the weekly syndicated Ask TaxMama column. She provides answers to tax questions from taxpayers and tax professionals worldwide.


Amy Vetter, CPA, CITP is the CPA Programs Leader for Intacct Corporation responsible for leading the CPA/BPO Partners nationally.

Brian Strahle is the owner of LEVERAGE SALT, LLC where he provides state and local tax technical services to accounting firms, law firms and tax research organizations across the United States. He also writes a weekly column in Tax Analysts State tax Notes entitled, "The SALT Effect." For more info, visit his website: www.leveragestateandlocaltax.com
Scott H. Cytron, ABC, is president of Cytron and Company, known for helping companies and organizations improve their bottom line through a hybrid of strategic public relations, communications, marketing programs and top-notch client service. An accredited consultant, Scott works with companies, organizations and individuals in professional services (accounting, finance, medical, legal, engineering), high-tech and B2B/B2C product/service sales.

Rita Keller is a nationally known CPA firm management consultant, speaker, author, mentor and blogger. She has over 30 years hands-on experience in CPA firm management, marketing, technology and administrative operations.

Stacy Kildal is the mom of two fantastic kids, an Advanced Certified QuickBooks ProAdvisor, Certified Enterprise Solutions ProAdvisor, Sleeter Group Certified Consultant, a nationally recognized member of the Intuit Trainer and Writer Network, and co-host of RadioFree QuickBooks.
Michael Alter's blog specializes in providing practical advice to those who seek greater profitability and practice management tactics that enhance deeper client relationships.

Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, leads a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.


The IMA Young Professionals Blog features the insights of IMA’s Young Professionals Committee. Committee members share advice and experiences on careers, continuing education, work/life balance, and other issues affecting young accounting and finance professionals.


FEI Financial Reporting Blog provides highlights from SEC, PCAOB, FASB, IASB, and other regulatory news, including reporting under Sarbanes-Oxley Sect 404. It is written by Edith Orenstein, Director of Technical Policy Analysis at FEI.


Sue Anderson has 30 years of experience in continuing education for accountants. Currently she is the program director for online CPE provider CPE Link.


Jim Fahey is COO of Apple Growth Partners, a regional CPA firm in Ohio. His focus is on the effective and efficient use of technology within the firm by all team members.

Caleb Newquist is the Editor-in-Chief of Sift Media US, overseeing content for both AccountingWEB and Going Concern.

Leita Hart-Fanta, CPA, CGFM, and CGAP is the author of "The Yellow Book Interpreted" and owner of Yellowbook-CPE.com a website devoted to training for governmental auditors.


AccountingWEB is more than just a U.S. team of journalists and financial and technology experts - we have an international side, too! Members of our British team who publish AccountingWEB.co.uk share their ideas, insights, and perspectives from across the pond.