There are some who say that blogging is dead, and has been for a while. Whatever profound impact bloggers once had on marketing and communication has run dry. Naysayers might say that the reach and impact – the power – that blogging bestowed on the everyman has dissipated or been transferred to more novel modes of broadcast, such as podcasting… but we don’t believe that. In 2018, blogging is still as relevant as ever, and just as easy to get involved in as before. After you’ve sourced a decent web package – easy enough with providers like that of 1&1 – it’s then a case of producing meaningful content that can be leveraged in some different contexts, such as:
A Marketing Tool
This is where blogging shines through most and is one of the key reasons why it’s still essential to have a blog – it’s a supreme marketing tool. There are two reasons for this. The first is that by having a blog, you’re automatically better off regarding search engine optimization. Search engines such as Google look favorably upon natural and meaningful content that encourages real engagement and will, therefore, rank higher in search results. The trickledown effect is that the more discoverable your site is on Google, the easier it will be to convert browsing customers into regular ones. The second reason is that by providing useful information, you’re creating value, giving customers a reason to stick around and use your site and blog as a tool, ultimately creating longer-lasting and meaningful client relationships. This has to do with the fact that…
There is Still a Huge Blogging Readership
While the number of blogs has decreased from the early 2000s, this hasn’t diminished the readership. In fact, the gradual fade out of lesser blogs in favor of higher quality writing has simply raised the standards of the industry as a whole. The blogosphere has evolved, changing the function and purpose of blogs, but when it comes to readership, there is still a dedicated following hungry for valuable content. Which leads to the next point; whereas useful content used to mean short, to-the-point condensed pockets of information…
Long Form is Now Becoming Popular
500 – 700-word blog posts used to be the standard when it came to content creation, but longer posts are gaining more traction. According to Kissmetrics, “Long-form content gets you more online visibility (social shares, links), more proof of your authority and industry expertise, and more material for altruistic community building and engagement.” Of course, this ultimately depends on your type of blog and what you intend to use it for, but as a general rule, this is a trend that shouldn’t be ignored. This doesn’t mean you have to stick steadfastly to the written word, however, as…
Blogs Work Beautifully in Conjunction with Other Mediums
Blogging should only be one weapon in the entire arsenal of your marketing strategy. Used by itself, it produces fair results, but used in conjunction with other broadcast mediums such as video creation, blogging, podcasting or social media, it’s incredibly potent and will attract traffic to your site the way a conductor would lightning. The reason for this has to do with the fact that many users aren’t satisfied by text alone – user research has shown that up to 53% of those questioned would like to see more video integrated into websites, for example.
What this means is that blogging is still very much alive, well and relevant in 2018. It’s not what it once was, but this should be celebrated rather than lamented. The form has evolved, the audience has remained, and it’s up to the creators to adapt rather than cling to outdated modes of the past to ensure a strong readership.
