In a recent Bizwomen profile, Danielle Wiley shares Sway Group’s origin, goals and growth, as well as the evolution of the blogging industry. Below is an excerpt.
“Bloggers are like a trusted voice or a friend to loyal readers. So an endorsement on a blog can do a lot for a brand looking to reach a very specific audience. And as the blog space has continued to explode, sponsored content like what Wiley wanted to create has become a more effective alternative to traditional advertising. Need proof? Sixty-one percent of U.S. consumers have made a purchase based on a blog post, and 82 percent of consumers enjoy reading content from brands, according to an infographic produced by Ignite Spot.
Seeing that possibility, Wiley realized that the current model wasn’t working. Agencies were struggling to coordinate with influencers, and the bloggers wanted to focus on creating content and communities. They didn’t want to waste time negotiating with agencies. So you had two groups who could be very effective if they came together, but they spoke different languages and were motivated by different factors. Many great businesses — from consultancies to recruitment firms — have formed on the basis of helping two disparate groups come together. And Wiley knew she was on to the next big idea.”
For more on the Sway Group story and future plans, you can read the feature here.