Driving Blog Readership With Practitioners

Over on Sourcing Innovation, Michael Lamoureux opines that the "odds are good that if you are reading Sourcing Innovation, Spend Matters, eSourcing Forum, or one of the other leading sourcing and procurement blogs then you are a consultant, service, or software provider ... [but] the fact of the matter is, the people who need to be reading these blogs the most is the intended audience -- the procurement and sourcing professionals these blogs are written for."

While I would have agreed with Michael a year ago in terms of Spend Matters readership, specifically, I'm happy to report that a good portion -- if not a significant majority -- of our recent growth has come from the practitioner community. I base this on the fact that the number of registered readers -- who receive Spend Matters headlines in their inbox -- has jumped dramatically in recent months, fueled in part by the number of end-user organizations signing up. In addition, I'm getting pinged far more often for vendor selection input and advice as well. For every blogger in this space, I believe these are great signs of things to come. Why? As practitioners are increasingly drawn to Spend Matters, they'll eventually migrate over to other blogs as well. After all, I firmly believe the power of the blogosphere is the distributed community, not merely the voice of a single blogger.

But I'd also have to agree with Michael that there is tremendous opportunity to reach the broader practitioner community. At this stage of development, I would agree that we're only scratching the surface of the available practitioner market. Given this, I would urge you to take Michael's advice by actively encouraging your colleagues to check out the blogs in the sector. And perhaps most important -- and this is a personal request -- I would encourage practitioners to participate in the discussion and debate in the blogosphere more actively.

Virtually all practitioner readers of Spend Matters I know like to sit on the sidelines and watch the fireworks, rather than taking out the bottle rockets themselves and launching a proactive strike or discussion. But given that it took so long to get even vendors, analysts and consultants to comment on Spend Matters on a regular basis (nearly 18 months), I have high hopes that practitioners will begin to speak out on a more regular basis in the near future.

Jason Busch

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