Editor's note: With the author's permission, we've updated this entry to cl
arify some terms.
By Carlo S. Ople*
Over the past few weeks, there have been talks going around on what advertising
agencies and marketers should expect from bloggers. Iâve been thinking about t
his for a long time now, and I think I have enough examples and put enough thou
ght into this to publish it on this blog.
Companies who want to tap bloggers should be aware of the different kinds of bl
oggers. Not all bloggers can influence your target market, and not all of them
can have the same level of interaction with their readers.
Iâve generally defined the types of bloggers into these 4 categories: Value, Ho
bby, Journal and Google. Thereâs a fifth type which Iâll share at the end of th
e post. Note that these categories can overlap, and in fact some of the best bl
oggers have stricken a balance on how to be all 4. However, these are rare blog
gers. Most of the bloggers right now just fall to either 1 or 2 of these catego
ries.
1. HOBBY BLOGGERS. They generate content from the t
hings or activities that interest them the most. The best example here would be
Food Blogs. There are so many already in the Philippines. Whatâs amazing is th
at only a few restaurants are tapping the potential of driving more traffic to
their stores by partnering with the top food bloggers in the Philippines. Other
topics that Hobby bloggers talk about can be: anime, movie reviews, fashion, g
eneral merchandise, photography, etc.
Hobby Bloggers have good potential to grow communities and with that comes auth
ority and influence. This happens more if the blogger is actually good at what
heâs doing. If a Hobby Blogger is also a Value Blogger, then you have one of th
e most influential types of online personalities (more on Value Bloggers below)
.
2. JOURNAL BLOGGERS. They usually post about life experiences.
Their topics can be really random and can be anything under the sun. A lot of
Journal Bloggers can be found on social networks especially on Multiply. Favori
te topics include current events especially topics that are being discussed by
media outfits and online communities. Journal Bloggers' readership is usually c
onfined to their circle of friends. This is so because people interested in fol
lowing Juan Cruz for example, will be people who know and are close to him. The
reach is not there. However, since Journal Bloggers are very credible (because
they know each other personally) to their readers, you can expect that they ca
n easily convince readers
3. GOOGLE BLOGGERS. They focus on Search Engine Optimization w
ith no or little regard to relevant content, personal branding and influence. B
loggers like them are in it for advertising and money. They prioritize building
keywords so that search engines like Google and Yahoo will point towards them,
thus giving them substantial amount of traffic. The problem with Google Blogge
rs is that they may have really high readership, but you donât know where itâs
coming from and the level of influence and interaction is very low. Google Blog
gers will have a hard time building communities and a loyal following.
4. VALUE BLOGGERS. They are writers who put content, personal
branding, and service as top priorities. Value Bloggers focus on delivering pos
ts that add value to their readers by giving them insights, tips, tactic and ad
vice on how to improve oneâs craft, hobby, or whatever. In other words, people
go to Value Bloggers because what they write is relevant, sensible and useful o
r something that can actually learn from. Value Bloggers will rarely sell out c
ontent and advertising because they care about their personal brand and believe
their audience deserve more than paid PR releases. Value Bloggers are the most
influential types, because they have the strongest potential of building commu
nities around their blog. They can easily get a following because what they off
er is practical sound advice and insights on their particular niche. In fact, a
gencies and marketers may encounter problems closing deals with Value Bloggers
because they will not compromise their integrity in exchange for a few thousand
bucks.
OVERLAPPING TYPES
Personally, I find Value Bloggers crossed with anything (especially Go
ogle) will be the most effective Blogger in terms of reach, interaction and inf
luence. Whatâs important here is that to build trust, they should focus on a ni
che and deliver quality content useful to readers. They shouldnât settle for co
py-paste methods or getting content from existing bloggers or online sources. B
loggers are not just grapevines for information--they can generate good content
.
FOR MARKETERS: LET YOUR ONLINE MARKETING AGENCY DO THEIR JOB.
If you hired a consultant or an agency to handle your blogger events, make sure
they screen the invites well. The worst mistake you can do as a Product Manage
r is to just say "Get me as much bloggers as possible." What if 90% of the blog
gers that attended are not legit but posers? Then youâre just wasting your mone
y, effort and time. Make sure that your consultant or agency does the following
:
1. Donât do open invites. Tell them to show you the list of bloggers they plan
to invite.
2. List of bloggers should show URL, niche, blogger type
3. Ask for their stats as well- Unique Visitors is an indicator of traffic (rea
ch), while Bounce Rate and a high ratio between Unique Visitors and Page Hits c
an be good tools to measure influence.
Donât do blogger events just because itâs the âinâ thing. Do it because you kno
w that it is really a cost-effective way to get your communication across to yo
ur target market. However, make sure that what your offering is really good les
t your PR event turns into a nightmare when your product disappoints the blogge
rs.
To Bloggers: What kind of blogger are you? Are you really giving value to your
readers? Are you building an online community with your content? Are you bloggi
ng just for the heck of it or do you want it to become a tool for you to advanc
e your career, profession and business?
Carlo Ople is the main author of New Media Philippines, a blog that aims to help Filipinos maxim
ize and realize the potential of New Media. Apart from being a blogger, Carlo a
lso serves as a Marketing Manager for one of the leading online gaming companie
s in the Philippines. He is also a freelance digital marketing consultant and h
as worked with various politicians and business owners expand their reach and i
nfluence through the use of social media.
(UPDATE) What type of blogger are you
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About this Entry
This page contains a single entry by published on April 28, 2009 7:38 PM.
Why we all must blog was the previous entry in this blog.
'Give Hayden a Chance' blog created is the next entry in this blog.
Find recent content on the main index or look in the archives to find all content.

In his site, New Media Philippines, Carlo called the fifth type of blogger as P
ATAY GUTOM NA BLOGGER (PGB). Yeah, he removed the word but kept the acronym.
I can't believe that inquirer would allow such a term in this blog.
"What if 90% of the bloggers that attended are PGB?"
Isnt this term, PGB (term meant for patay gutom bloggers) which started a chain
of reactions from the blogosphere?
I thought this patay gutom term-slash-PGB has been removed since it really soun
ds offensive nga.
The author could have used a much subtle word for this PGB thing.
Moocher or just plain mooching
What is a PGB? so what if 90% are PGBs?
in the beginning it was only a hobby to share my travel experiences, now it's a
combination of google and value...i target certain keywords but also generate
content. I have a few rss readers displayed but my returning visitors are way b
eyond that
I don't do sponsored ads and paid reviews even if there are many proposals...a
singapore-based travel agency even offered to buy my blog but i didn't sell it
due to sentimental reasons :P
Hi guys, honest mistake when we were editing the article. As most of you know i
nitially there was an entire section dedicated to it but it's no longer there.
It was just one instance that was overlooked but its now edited.
Thanks!
May I ask, by what virtue, or on whose blessing does the author get the authori
ty to classify bloggers?
Is he an authoritiy in blogging? How long has he been blogging?
In classifying bloggers, by his own definition, he is implying authority over a
ll other bloggers... I wonder where he get that authority.
I am a blogger. Period.
I don't want to be classified.
by the way, the term you edited, it didn't clarify anything...
what has been done cannot be undone
who can tell if a blogger is not a legit blogger? again, by whose standards? th
e author's?
hiding the term, doesn't cleanse it.
What kind of blogger am I?
I believe I belong to the 'Hobby Blogger' and a 'Journal Blogger' type.
As a blogger, I also don't attend to an event just for the freebies and stuffs
or if the event will have a conflict with my regular work, moral values etc.
I would also like everyone to know here that not all bloggers are eager to atte
nd events. May mga normal na buhay din naman kami besides blogging. Let me also
point out na we also have a right to choose an event we like. The scenario tha
t has been put here is not the actual case in real life. Masyado namang pinalab
as dito na 'abang' ang mga bloggers sa lahat ng events. Hindi totoong ganun...
By the way, the blogosphere find the PGB term very offensive. You know what, t
he author should have thought a 100 times about this PGB term.
I appreciate the update and the clarification made pero sana hindi binura yung
first comment ko rito.
Thank you...
Why do I blog at all? Except for the profit angle I could say I blog for the sa
me reasons as others but I do primarily because it's an IT thing. I just have t
o know how to do it.
It's funny to see people who try in vain portraying themselves as experts on th
ings like, blogging...
Then they start name calling, branding, and look down on other bloggers just be
cause they don't fit to their idea of what blogging is all about.
To tell you frankly, blogging is nothing. It's just a hobby, its a journal, it
can give a patay gutom some money to buy food, its not just for people who writ
es english well, and it's not just for people who are associated with big names
, politicians, marketers. In other words - blogging is just a means for individ
uals to express themselves online - for whatever purpose, noble or not - who ca
res? and who wants to classify them? who wants to censor them?
They Who try to impose their authority and judgments on bloggers are just plain
- stupids...
I hope my blog would fall on the overlapping type, haha.. :D I want to earn fro
m my ads but I also want to be close to my readers. :)
You sir, Mr. Ople, what kind of blogger are you?
What about mixed blogger? ;) meaning, a blogger that does all that. That's sma
rt isn't it, blogging is power. But using the power you got in a good way will
make you get a good thing in return.
It's not all about money, but it will be fun earning from your hobby too. And
you also want to share what you have to say so SEO is not a bad idea to get tra
ffic then.
Balance is the key though, you focus on one and it's average. Wouldn't you wan
t to do your best on anything that you have invested your time and effort to?
Then do the best you can then! ;)
I am all types of blogger, although I started out as a hobby one :-)
Ako PGB blogger ako eh Professional Guerilla Blogger (PGB) hehehehehe . . .
Ako parang google blogger ata ehehehe
Natatawa na lang ako sa mga contents and comments sa reynaelena.com and
pinoylecchefiles kasi it really shows just how sensistive - heck, how
much tinamaan sila siguro ng definition ng "Patay Gutom Blogger." Let's
call a spade a spade, shall we?
I appreciate your being honest and frank by having written the original
version of your article, Carlo. What disappoints me is how those who
are guilty of being PGBs have easily headlocked you into apologizing.
They were offended because they exist and they can't stand being
revealed!
It's sad that you chose popularity over truth by editing your article.
I guess my blog falls in the all-of-the-above which covers much about everythin
g...my own movie reviews, google search words, hobby even the journal type. wha
t's really enjoyable about blogging is that you can do it at your own time and
not caring if it would generate traffic or not, I just don't care. And for me,
blogging is therapeutic and able to be updated on almost about everything :)
I quit my job over a year ago to blog full time. Thus far, blogging has been m
y business. I try to be a value blogger mainly, and I hope to keep doing this
for a good long time. :)
Seems I can find myself between... Journal and Value Blogger...
'Putting value to what I reflect..." :)
Ako, parang lahat. haha. Pero konting part lang ng "Google Blogger" kahit marun
ong ako magsulat ng keyword-rich articles (for SEO purposes). Kasi di ko naman
aim na magkaroon ng maraming readers. Usually my blog posts are for my eyes. Pe
ro sometimes I also need readers to answer my questions. hehe. O kaya I need th
eir opinion.
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I don't know If I said it already but ...Excellent site, keep up the good work.
I read a lot of blogs on a daily basis and for the most part, people lack sub
stance but, I just wanted to make a quick comment to say I'm glad I found your
blog. Thanks, :)
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