I was going through my email inbox this morning and read a great brief from eMarketer on Grabbing Those Valuable Search Minutes.  The brief details how advertisers spend money on paid search relative to the audience on a per ad basis.  Interesting enough, the majority of advertising dollars are still being spend on paid search keywords, while the audience is only spending 5% of their online time in search engines.  The overwhelming majority of the time (50%), the audience is spending, is on content. 

How does this relate to blogging?  Well, consider that blogging is all about content! It is posted in a reverse chronological order and written with a human voice.  Now if the audience is spending the majority of their time on content, how can you leverage a successful corporate blogging strategy to drive conversions and revenues accordingly?  We have spoken with and are working with dozens of publishing companies, newspapers, etc which are all trying to capture and retain internet users via our philosophy of blogging for SEO, while at the same time monetizing those efforts into recognizable revenues.  Several of them are seeing success in either allowing an advertiser the ability to sponsor a particular blog, a network of blogs, or implementing their ad server into the blog template. 

Whatever course of action you may take, now is the time to begin converting those Paid Search advertising dollars to where your audience is spending their time, with the content you have available.  Blogging can produce the audience, when structured correctly and executed properly.

How will you monetize this audience?