Like most things in life, blogging is something people do because they think it will benefit them in some way. What that benefit is depends on the type of person doing the blogging.
It's common to find all sorts of articles promoting the idea that blogging is a way of increasing your search engine rankings - a sort of e-version of social climbing - and hence your or your company's income from increased web traffic. One Lucy Clark promotes the typical attitude in Computer Weekly (27 May 2008, p21) «You might get one or two readers interested in your obscure/outdated blog but can a company justify ROI for this?» Money, or Return On Investment, is of course the measure of everything.
If you happen to be Matt Cutts blogging about Google's latest algorithm changes then you can write down just about anything, however ambiguous or vacuous, and the e-world will be drooling over it like vultures picking the remains of a long dead carcass. As used to be said about oil companies (and maybe still is), if it didn't gush out the ground at them they couldn't make money from it.
If you think that money or ROI is the sole reason for your existence, then almost all blogs - company or personal - are a waste of time. In fact most of what you do is not immediately profitable and should be stopped.
Perhaps there are other measures of success in writing and in the arts in general. Perhaps the wealthiest, the most successful artists and writers are not necessarily the longest remembered.
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