Are blogs really dead?
In an increasingly competitive marketplace, more and more brands have seen the benefits of a blog and content marketing. And blogs continue to be one of the most cost-effective tools in the content marketing armoury.
A 2020 HubSpot study found that 60% of people read a blog at least once a week. But despite this, there are those that believe that blogging is dead. Let’s look at why:
- Personal blogging is becoming a thing of the past with newer mediums (e.g. video and podcasts) taking over.
So, does anybody still read blogs? And is there any point in doing it?
Yes, and yes!
The benefits of a blog
It’s true that our online world has changed over the last few years, and that the way we consume content has evolved. But that doesn’t mean that business blogs are no longer relevant. The written word still packs a punch.
Here are some more stats:
But it’s not enough simply to have a blog. Today, you need to make it work harder and smarter. That means:
- Creating content that your target audience wants to read.
- Giving them this content regularly.
- Creating content that will appeal to Google.
- Promoting your content across all the channels your audience uses.
Blogging & SEO
Today, one of the best things a business blog can do is provide a solution.
Just think about it, if you need an answer to a question, Google is usually your first stop. And where does Google get its answers from?
Blogs.
Blogs show up the search engines every time someone asks a question, and people will click though for more information.
Potential customers might not visit your website on a daily basis to catch up with your latest articles, but they will visit your blog if you give them what they need.
Why your business should be blogging
- Help with Search Engine Optimisation (SEO). Providing a drip-feed of fresh content and links to your website.
- Support your social media efforts. Giving you something of value to share with your followers.
- Help to position you as an expert. Demonstrating your knowledge and experience on the issues that matter to your industry and your customers.
- Help you to differentiate your business, product or service.
- Help to increase visitor numbers to your website. Increased visitors = increased sales opportunities.
- Provide a continual source of leads, long after posts are published (by generating organic leads)
Blogs help businesses and other organisations to make the most of their marketing investment, and maximise ROI. Blogs give you a voice. And when used in conjunction with other marketing channels that voice can be heard.
How to write an effective business blog
A word of caution before you put pen to paper (or fingers to keyboard).
It’s true that blogs are a cost-effective marketing tool, but that doesn’t mean that no effort is required. As with everything in life the more you put in, the more you are likely to get out.
So, when writing your business blog, you should:
Make it personal
Add real personality to your business, products and services. This doesn’t mean that you should employ ‘textspeak’, or forget all about spelling and grammar, but you should be honest and passionate when writing your blog. Keep it professional, but find your voice and lead with your personality. This, in turn, will build better trust with your readers.
Choose the right topic
Sounds obvious, doesn’t it?
However, when writing a blog, you have to know your subject and inspire your readers. If you’re not passionate about the subject at hand, how can you expect anyone else to be?
This doesn’t mean you have to be controversial for controversy’s sake. Business blogs should help you draw traffic, support your organisation and sell your product or service. Picking a fight just for the sake of it won’t help with these objectives.
Write for the reader and encourage conversation
Think about ‘hot topics’ and what matters to the people you want to talk to. The best blogs create discussion and debate.
Offer your readers benefits and give them something for nothing. That could be original research, top tips, quantitative analysis or summaries, reviews and timesavers. The more you give away, the more likely people will be to revisit your site and use you as an authoritative source.
Use Plain English
Write with a specific person in mind and think about how you would talk to them directly. Avoid jargon and acronyms. Instead, give people the information they want in a straightforward and intelligent fashion.
Keep your blog updated
To reap the benefits of a blog, you need the ability to create engaging, informative content, and the time to do so on a regular basis. Although you don’t need to blog every day, your content does need to be updated regularly to keep it fresh.
Use a freelance blog writer
Blog writing can be a difficult but rewarding task. By creating original, regular content from your viewpoint based on your expertise, you can start to develop real customer currency by getting your messages in front of the right people. But what if you simply don’t have the time?
If you’d like your organisation to get the benefits of a blog but don’t know where to start, or if you’re finding it difficult to find the time to write blogs as often as you’d like, I can help.