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Top Aussie marketing blogs are Digital Buzz, Inspiration Room, Banner Blog and Mumbrella according to Edelman’s BlogLevel

July 15, 2011 10:53

by Tim Burrowes

The most influential Australian-based marketing blog is Digital Buzz, according to a new study produced by PR agency Edelman.

Next comes The Inspiration Room, followed by Banner Blog.

Mumbrella, fourth on the list, is the highest placed site focusing on Australian rather than global content.

Other trade titles included in the top 50 include Campaign Brief which is fifth, B&T which is 11th, Marketing magazine which is 32nd and AdNews which is 48th.

	Blog Name	Influence Score	Popularity Score	Engagement Score	Trust Score
1	Digital Buzz Blog	80.8	83.8	82.8	83.8
2	The Inspiration Room	71.2	71.2	65.6	70.1
3	Banner Blog V2	69	67.8	64.5	66.7
4	mUmBRELLA	66.7	66.7	63.3	69
5	Campaign Brief	65.6	65.6	61	66.7
6	Brand DNA	59.9	59.9	54	59.9
7	Servant of Chaos	58.7	61	58.7	61
8	Social Network	57.6	58.7	52.9	56.4
9	Personalize Media	56.4	58.7	55.2	56.4
10	Amnesia blog	56.4	57.6	55.2	57.6
11	B&T	56.4	59.9	52.9	59.9
12	Better Communication	56.4	55.2	49.3	55.2
13	Adspace Pioneers	54	55.2	54	54
14	youngie	54	50.5	52.9	50.5
15	Young PR	54	51.7	46.9	49.3
16	Online Marketing Banter	51.7	54	45.7	50.5
17	Media Hunter	50.5	54	51.7	54
18	Consumer Psychologist	49.3	46.9	38.5	45.7
19	A Digital Perspective	49.3	50.5	45.7	49.3
20	PR Warrior	49.3	49.3	46.9	48.1
21	Trevor Cook	48.1	46.9	34.8	45.7
22	The Whistling Duck	46.9	46.9	42.1	46.9
23	threebillion.com	46.9	49.3	40.9	49.3
24	Way Cool Jnr	46.9	48.1	45.7	46.9
25	Pigs Don’t Fly	45.7	46.9	42.1	45.7
26	MatthewGain.com	45.7	48.1	43.3	45.7
27	Untwisted Vortex	45.7	46.9	42.1	46.9
28	Datarati Actionable Insights	44.5	46.9	42.1	48.1
29	acidlabs	43.3	40.9	32.4	38.5
30	Publicis Digital	43.3	42.1	38.5	40.9
31	Dan Pankraz Vs Youth	42.1	43.3	37.3	43.3
32	Marketing Mag	42.1	43.3	27.5	39.7
33	PR Disasters	42.1	40.9	33.6	39.7
34	Tim Longhurst’s Blog	42.1	40.9	37.3	39.7
35	the gloo.	42.1	42.1	37.3	40.9
36	Tailored Web Services	40.9	40.9	31.2	39.7
37	Get Shouty	40.9	37.3	32.4	36.1
38	Sticky	40.9	45.7	37.3	40.9
39	Marketingeasy	39.7	43.3	39.7	42.1
40	Talking Digital	39.7	37.3	38.5	37.3
41	Arrow Internet Marketing	38.5	40.9	33.6	37.3
42	Frontiering Talk	37.3	37.3	33.6	36.1
43	Who’s in control of your	36.1	34.8	29.9	32.4
44	Shifted Pixels	34.8	32.4	25	28.7
45	Matt Granfield.com	34.8	33.6	31.2	32.4
46	Free Beer	34.8	37.3	32.4	34.8
47	eicolab	33.6	32.4	28.7	33.6
48	AdNews	32.4	38.5	15.1	29.9
49	Dominique Hind’s Coll	32.4	31.2	32.4	32.4
50	Creativity in PR	32.4	31.2	31.2	29.9

The data comes from a new global tool created by Edelman called BlogLevel. The agency has also updated its TweetLevel tool which allows users to assess the influence of people on Twitter.

According to the agency, the tools “distinguish between people who are ‘idea starters’ – the people who originate ideas or are first to surface news – and the ‘amplifiers’ who spread other peoples’ ideas. BlogLevel algorithm considers the discussions on other social media platforms and search optimization: Unlike other blog ranking tools, BlogLevel ranks importance by how much a post is discussed on Twitter and how optimised the blog’s content is for search.”

The blog ranking is one of several that attempt to assess the influence of Australian marketing bloggers.

AdSpace Pioneers, created by Julian Cole, puts Digital Buzz first, Mumbrella second, Bannerblog third and The Inspiration Room fourth.

And AdAge’s global Power 150 includes as top Australian blog Digital Buzz, followed by Problogger, then Mumbrella.

Tim Burrowes

Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK.

topics Campaign Brief, Edelman, Marketing, PR, problogger

Comments: 18 Add Comment

long time listener, first time caller... 15 Jul 11

Nice work by Edelman. Matt G comes in at 26 too. Don’t mind if I do!

KimberleyL (from Edelman Australia) 15 Jul 11

Thanks Tim and yes, you are the first on the list dedicated to Aussie content – love it! Will be interested to see what others think about the Levels. Have a top weekend. k

Daniel 15 Jul 11

Does the tool assess currency? I guess not, the first one that I clicked on hasn’t been updated since August 2009.

Katy 15 Jul 11

Great work Aden Hepburn! You are an inspiration 🙂

MacsMutterings 15 Jul 11

well done Mister

James 15 Jul 11

I think their are many great Australian industry blogs in the market which these types of “surveys”/ “Polls” do not include, I know a bunch out in the market.

For example just one of my personal blogs in my sig: http://jamesnorquay.com
ranks (Australian Social/SEO blog) I have been featured on a fair few big US media sites like: Inside Facebook, SEO moz, Search Engine Land to name a few.

My site score:

Influence 36.1
Popularity 42.1
Engagement 33.6
Trust 40.9

Didn’t make the “cut” but…

Regards,

James.

Ben 15 Jul 11

Talking digital at number 40?

Surely Mr Shepherd’s supreme knowledge and uncanny ability to predict the future and basically know everything that no-one else is thinking would have ranked his blog higher??

DT 15 Jul 11

I’m intrigued as to why news sites like AdNews and B&T are included in a blogs ranking… They are not blogs.

The Online Circle 15 Jul 11

We’re all honoured to rank among so many great Australian blogs.

Congrats to the other blogs!

Sincerely, The Team at Marketing Easy & The Online Circle

tb 15 Jul 11

it’s just nice to be invited.

Aden Hepburn (Digital Buzz) 16 Jul 11

Thanks guys 🙂 and congrats to team at Edelman for launching such a great tool.

Matthew Gain 16 Jul 11

Thanks for all the comments and feedback guys.

This list is based on Julian Cole’s top 50 Marketing list. It is of course not all inclusive and stupidly doesn’t even include our own blog at http://blog.edelman.com.au (not sure how we missed that one…).

If there are sites not included that should be don’t hesitate to drop us a not here or on our blog and we will redo the list with additions in a few weeks time.

Matthew

Blogger cub scout 17 Jul 11

Good onya Matthew

Did you mean knot?

I dropped a half hitch once. Dib, dib, dib…

Bob 17 Jul 11

This is ridiculous. Judging the positions based on starting ideas how are so many aggregators like mumbrella so high ? Campaign brief is ctrl v’d press releases.

Logic 17 Jul 11

I don’t get this list. How do you work out trust and influence? not to mention engagement?

Maybe I have a different opinion on what trust and influence mean. If someone can tell me how Banner Blog is influential I’d love to know. Only 2 with real influence in top 10 are mumbrella and CB.

Jye 18 Jul 11

Very, very chuffed.

Matthew Gain 18 Jul 11

@blogger cub scout (great name) yes should be note.

@logic if you check out the websites for the tools you can see how the scores are calculated. Like anything like this there are multiple ways to assign scores, the approach used on BlogLevel and TweetLevel is just our way.

Gary Hayes 18 Jul 11

Great to be in the top 10 & well done to all – Australia has a great group of media bloggers here! But as other commenters said, always interesting why some are missed out of the pool and who would rate high. The Australian Top35 extracted from the global AdAge Power150 which has been tracked weekly for over a year now here http://www.personalizemedia.com/topozblogs/ is close to this list but shows there are quite a few obvious notables missing? But nice to see an alternative to AdAge which is the only 24/7 list of its kind.

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