Blogs burst onto the scene in the 1990s, but is it still worth the effort to be creating them 30 years later?
At a time when social media seemingly dominates audience attention, you might be wondering whether it’s worth investing time and money in your company blog.
The short answer is, yes!
Only you can make your blog irrelevant. After all, you control the content that’s posted.
So, if you’re posting blog content that’s…
- Sharing company news
- A piece that’s posted for the sake of posting
- Posted without promoting your content with all the bells and whistles
…your company blog will quickly become irrelevant.
Keep your blog content relevant and your audience will read
Every year, without fail, there will be someone that says ‘blogging is dead’, but this couldn’t be further from the truth.
Those that say ‘blogging is dead’ are often those unwilling to adapt. After all, blogging isn’t dead, it’s simply evolving. Blogs will remain relevant as long as audiences continue to read.
The truth is, blogging works even better than it did 30 years ago, but you’ve got to be prepared to post content that your audience actually cares about.
This requires a sacrifice of time and energy from you to invest in creating high-quality content that’s of significant value to your audience.
10 years ago, blogging became a mainstream digital marketing tactic for businesses, proving to be a powerful way to appear in search engines and getting content in front of a ‘ready-engaged’ audience.
Equally, blogging has become a useful tool for sharing expert opinions, which has enabled companies to demonstrate their industry knowledge.
Today, blogging is still an effective digital marketing tool for businesses. In fact, compared to 10 years ago, the power of blogging has surged.
Take this recent study from Data Box – “The Shift in Your Content Marketing Mix: 25 Marketers On What’s Changed in 2 Years” – which shows that 68% of marketers consider blogging to be more effective than it was even two years ago.
All that’s changed is the way blogging is done. A decade ago, it was enough to post blog content on a consistent basis to keep audiences engaged.
Ten years on, the web is saturated with blog posts, so you need to create content of mega value to grab attention, and here lies the difference between those who say ‘blogging is dead’ and those that say ‘blogging is more effective than ever’.
The relevancy of your blog comes down to this… are you willing to invest the time and energy in creating content that really communicates with your audience?
Blogging is a long-term game plan, but the benefit is that you build real relationships with your audience. Ultimately, you will get out what you put in.
If you take anything away from this post, remember this… ‘Your blog only becomes irrelevant when you stop caring about the things your audience cares about.’
Still unconvinced that blogging is relevant?
Let’s step into the real world for a moment and think about how you would approach a customer in real life.
It’s unlikely that you would visit a customer at 9.00am on a Monday morning and say to them ‘buy my product’, without any explanation and then just disappear, right?
Imagine if you did this every week for a few months. Your customer would get pretty annoyed.
However, it you actually sat down with your customer and discussed the things that matter to them and then you offered your product or service as a solution, the outcome might be very different.
In the online world, this is the purpose your blog serves.
Take time to create your posts, talk to customers and generate conversation. This will position your blog as a source of information a customer can count on and trusts.
How to Make Your Blog Posts Effective in 2020 – a Checklist
#1 – Make your posts skim-readable
People have no time, fact! To keep blog readers engaged, make your posts easy to read.
Split your content beneath well-thought out headings and keep your sentences short.
#2 – Create unique content
Don’t reinvent the wheel.
The best way to create unique content is to read anything and everything you can and absorb information, whether it’s other blogs, social media posts or books.
Equally, keep your ear to the ground when you’re travelling to work, at networking events or even doing your shopping, people love to talk about the problems they face in their everyday lives. You can use this information to create high-value content.
#3 – Keep the conversation flowing
Don’t neglect the comments section of your blog posts.
If you’re spending time creating content worth commenting on then do customers the courtesy of responding to comments they post on your blog.
If people are responding, their interest is piqued, so build the relationship.
#4 – Make subscribing easy
Making your blog easy to subscribe to is a must!
So, collect email addresses where you can, and it’s worth having a scroll-triggered opt-in box on your page for those engaging with your content who want it to arrive straight in their inbox.
#5 – Link to other blogs
This tactic strikes fear into most business owners, but linking away from your blog actually gives it greater credibility because it gives extra weight to the topic you’re focusing on.
It enables you to build relationship with other bloggers too, leading to potential backlink opportunities and a wider audience reach for your blog.
#6 – Mix up the content
Don’t be afraid to mix up the type of content you produce. Readers love a good ‘How to’ post or ultimate guide.
You can also approach one topic from different points of view to create a series of posts, and don’t shy away from long-form content.
The deeper you delve into a subject, the greater the detail you can get into.
#7 – Ask your customers
If you’re in need of content ideas on topics that matter to your customers, ask them.
Find out what they’d like to know more of from you that’s not currently available on your blog.
Is blogging still relevant?
If we had a pound for every time we hear that ‘blogging is dead’ or ‘copywriting is dead’ or ‘digital marketing doesn’t work’, we’d be on a beach somewhere exotic, probably.
The fact that we’ve written a blog outlining why blogging is still relevant in 2020 tells its own story.
Yes, if your customers still look to your blog content for answers, then blogging is still relevant.
But the fact is, only you can decide if blogging is still relevant for your company.