Studious

Studious

A blog from SoloPortfolio about content marketing.

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The Dangers (Not) of Individual-Branded Blogging

September 17, 2010 , , ,

There have been quite a few well-known bloggers hop-scotching from one publication to the next of late. Most recently, Dan Primack, creator of peHUB Wire, announced last month that he’ll be moving on to work as a blogger/journalist for Fortune.com. Dan built his blog following on peHUB from 300 to 60,000… something I’m not surprised by given his blog persona. It’s worthwhile to go back through his older posts and see how he manages to position himself as a private equity expert, while never taking himself too seriously. Case in point, Dan is the only serious private equity blogger I know who posted the Twitter Movie Trailer.

Dan’s departure from peHUB Wire (and Thomson Reuters) brings up an important issue: to what extent should companies rely on these super-star bloggers to advance their social media strategy? Is the turnover risk worth the investment?

Uuuuhhhh…. YES!

The real draw of peHUB Wire was not the expert content about the private equity space (though that’s part of it, of course) but seeing this information through Dan’s eyes. He’s super-smart but also irreverent and funny. I’m fairly certain Dan will bring a big chunk of his readership with him to Fortune.com.

How will peHUB Wire fare without Dan? Will their subscriber base continue to grow without Dan at the keyboard? I believe so. They have a very talented roster of bloggers, some of whom have the same edge as Dan did.

What do you think? Does your company highlight the blogger over the blog? Could your blog survive without your writer-in-chief?

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