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The Blogger Next Door

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Outside.in, a site featuring local news and blog posts covering 3,000 neighborhoods in 60 cities, found a connection between blogging and the gentrification of communities nationwide in a recent survey, according to The New York Times (via MarketingVOX). But the two things I thought were really interesting were...


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  • First, what the study suggests about who is writing and reading blogs

  • And where they are doing it


The Outside.in survey was designed to find out which neighborhoods were the most blogged-about in the U.S., VOX writes. Clinton Hill, Brooklyn, leads at number one, and the leading blog there is the weirdly named Brownstoner.com, which refers to a type of building material, and has nothing to do with reefer, just so you know. The top 10 bloggiest US neighborhoods are here.
"First come the renovated condominiums, the latte bars and the expensive baby strollers. Next, apparently, come the bloggers," writes Times reporter Maria Aspan.
For marketers, the study offers an interesting snapshot of the sort of people who are writing and reading blogs. Bloggers are an educated bunch -- with at least a little money and an eye toward what's hip. In other words, they are a marketer's dream.
Interestingly, they are also right next door. As much as blogging is borderless, it also can be decidedly local. Outside.in, which launched last October, proves as much: the site aggregates local bloggers to share information about neighborhoods, like news and opinions, the scoop on local places or events (like schools, new real estate developments, playgrounds, bars), and allows them to meet interesting new neighbors.
In other words, we aren't bowling alone, which is what some social media naysayers warn. In this case, Outside.in is a social media tool that doesn't replace the local coffee klatch or neighborhood meet-up. Instead, it arranges them.


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Ann Handley is chief content officer of MarketingProfs, a monthly contributor to Entrepreneur magazine, and co-author of the best-selling book on content marketing, Content Rules (Wiley, 2012), which has been translated into nine languages, including Turkish, Chinese, Korean, Italian, and Portuguese. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.

Twitter: @MarketingProfs
Email: ann@MarketingProfs.com.

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Comments

  • by Ryan Turner Thu May 3, 2007 via blog

    As an aggregator site, their concept "hyper local content" is interesting. What I found nettlesome-- especially since I know the Shaw (DC) neighborhood referenced in their Top 10-- is the assumption/emphasis that yuppies (i.e. rich, white, educated) folks are the ones who are/have been driving much of the community content. Blogs are sprouting from email lists that used to circulate within apartment buildings, neighborhood associations, and community groups. With discussions hitting on gentrification, crime, politics, gossip, etc. there's cross-cuts and competition among community demographics in readership. More importantly, however, you're not only going to know who wrote what-- there's even that much more incentive to read and participate. Also Ann: what is this here reefer thing you mentioned?

  • by Tammy Allen Sun May 6, 2007 via blog

    These are the people in your neighborhood. Iteresting.

  • by David Reich Mon May 7, 2007 via blog

    Hi Ann, I had written about this several days ago. (http://reichcomm.typepad.com/my_weblog/2007/04/the_bloggiest_n.html) The Outside.in survey didn't simply count hits or # of blogs coming from a neighborhood. They had a strange system for determining blog activity, and they seemed to give more weight to blogs that talked about community development rather than other subjects. Either way, it's an interesting site and their list of the bloggiest neighborhoods made for some fun.

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