For some reason Robert Scoble is one of the most respected bloggers in the world.

He has become a minor celebrity among geeks worldwide, who read his blog religiously. Impressively, he has also succeeded where small armies of more conventional public-relations types have been failing abjectly for years: he has made Microsoft, with its history of monopolistic bullying, appear marginally but noticeably less evil to the outside world, and especially to the independent software developers that are his core audience.

Economist magazine, Feb. 2005

He has since left Microsoft but his posts are still scrappy. Unprofessional. His Scobelizer blog does not even use his own domain.

Perhaps content is not king. “Rather, conversation is king. Trust is king.”

People trust Scoble. They like him.

Unlike professional PR efforts, amateur bloggers may gain your attention because their opinion is personal. The amateur’s opinion has more credibility with some.

Check his newest venture, tech videocast The Scobleshow.