One big thing worth noting is that Blogger recently celebrated its tenth birthday. A host of fresh features were introduced at that time to both expand how people regard the service and thank individuals for continuing to use it. And use it is precisely what they’re doing.

Klau stressed that, with regards to blogs and Blogger, we’re not talking about a static or declining environment. In fact, he stated that 290,000 words are written on Blogger per minute worldwide, which represents an increase of 10 percent versus six months ago.

Klau said that Twitter and blogs “each have their place,” too, as blogging and microblogging aren’t part of a zero-sum game. If conversations are fragmented, that’s fine. That can even be good. Twitter became the second-largest source of traffic (after Google) to Klau’s blog when he implemented software that tweeted about his latest posts. He recommended this sort of service.

Another good idea to explore is using the new “share to Twitter” feature on Blogger.

As for what, precisely, to do with a blog (if you’re new to them or just looking for some expert advice), Klau’s advice was solid: “focus on the content.” Also, don’t imitate what other people have done . . . instead find what you’re passionate about and stick with it.

Robert Scoble says that, among the tech savvy Microsoft employees, only fifteen percent use a news aggregator regularly. Consider, then, that adoption among the average must be immeasurably low. Obviously, entities like FeedBurner feel that this is not an indicator of the potential in such technology.

During Search Engine Strategies, Rick Klau, Vice President of Publisher Services at FeedBurner met with our own Mike McDonald to discuss such issues.

“The moment that RSS becomes the default payload for delivering subscribable content, I think it just becomes like air. People don’t talk about getting html anymore, they just have access to the web. The fact that there are some protocols that make that interplay between a server and a browser work… no one thinks about that anymore. With IE7, with Firefox 2, certainly with iTunes… other applications like that make RSS built in… I think people are increasingly going to take it for granted.”

Klau moved on to say that he also believes that “mobile is clearly going to break out.” With parallel advancements in mobile tech, all this content is portable and RSS allows for the simplest delivery of content to these devices.

In typical business concern, monetization is key. With this in mind, Klau added that “at the end of the day, the way our publishers make money (and they way we at Feedburner make money) is in the build-out of this ad network… in a way that is very consistent with people are already consuming this content.”