I am among 77% of internet users who love reading blogs. I also love writing them (isn’t it obvious?) There may be misconceptions about blogs being ineffective tools in the digital marketing portfolio today because millennials and Gen Z audiences like ‘quick-fixes’ and content that is short and snappy. However, the love of writing – and reading – good content is (thankfully) not dead and is still quite alive and kicking in the digital world.
Where it began and where it’s headed
Justin Hall, a college student, is credited with initiating the first instance of blogging in 1994 when he started links.net. There are thought to be over 600 million blogs in the digital space today with HubSpot noting that 6 million posts are produced every day through these blogs, adding that WordPress and Tumblr are the most popular platforms to do so. And blogs must be working their magic still, because HubSpot further says that 33% of marketers are still operating their own blogs and conduct Search Engine Optimisation.
Today, no one is a stranger to AI (Artificial Intelligence) tools that have invaded the writing space. Although these tools are often used for negative purposes such as writing student assignments and essays, they are also used to enhance existing marketing tools. In this, AI helps generate images to accompany content, and also support the addition of videos, quizzes and other interactive material to otherwise traditional blog posts. It really is so interesting and exciting- I even paused from my writing to try an AI tool on infographics. I’m no techie, but even I could manage to put something together! And just to give you a taste of what it’s like to add a quiz to your blog, I got AI to generate one in under 5 seconds. Fancy trying it?
Why blogging works
Everyone has a voice and many want that voice to be heard, no matter what they have to say. Companies and brands can make their voices heard through their blogs. By writing about a topic of interest, it gives a certain perspective about something that is different to reading a web article or magazine article. A blog is authoritative in that the writer seeks to share their knowledge about a particular subject in a particular way. This builds a relationship of trust between the writer and the reader. Thus, when the writer recommends a certain brand and gives the story behind it, the anecdotal information becomes credible and relatable to the reader.
Adding more reasons as to why blogging is still popular, it is because it can be sustained over a longer period of time and can be shared across various online platforms, such as your company’s social media accounts. It is less costly too, as obtaining a domain name and web hosting service can add up to a small sum annually. And of course, it also allows for Search Engine Optimisation through key words that increase brand and product visibility.
HubSpot also feels that if you get the transparency part right, you can climb to greater heights in reaching and retaining your customers. Their view is that a brand’s values and its perspective on social issues matter enough that if you communicate these well via your blogs, then the world is your oyster.
Blogging also enables your company and brand to appear increasingly on Google searches. So, if you’re looking for that top-of-the-mind positioning, this is the way to get about it. As more people click on your company link, the higher you appear in online searches. You can even add external links that allow for readers to arm themselves with more knowledge in order to trust your views and keep returning. Needless to say, internal company links will be even more helpful in order to keep the reader within the scope of your brand.
Frankly put, blog readers are smart. Certainly, they read a great deal and they visit your blog to supplement that information. So, even though there is a misconception that blogs may take a hit from podcasts and the like in the long run, it does not necessarily have to be so. True, podcasts discuss important issues, but blogs can do the same by providing valuable insights on topics that are of interest to readers. Podcasts will be affected by production quality and technical issues. Blogs are straightforward, and with the perfect mix of information, skill and insight, they will prevail amongst the most effective marketing tools. In fact, what you need to do is answer questions that you know your customers have about various topics that interest them, via your blog. To do this, your bloggers have to be well-read and well-informed.
Blogging can still remain efficient by providing content that is easy to grasp and scalable. Breaking up information into chunks and compartmentalising information under various sub-topics works well to hook the attention of the busy reader.
Reading into the future
Ease-of-use. This cannot be stressed enough. Like everything in the current global space, blogs also have to be easy to access, easy to read and an easy avenue to build B2C (Business to consumer) relationships. Handy hint: make subscribing to your blogs easy. In addition, have an option on your blog where customers who want to regularly read your blogs can have them directly sent to their email. And welcome feedback. No one likes it when they are not heard. Value your customers’ insights and give them a chance to voice their opinions too, via a comments option or even through short blogs of their own.
The jury is in: blogging is still relevant and will continue to be for the foreseeable future. If it’s becoming irrelevant to you, take a step back and evaluate your methods. Something probably needs to change.
(Anouk De Silva)