There’s no doubt we’re situated in a time where instant gratification is alive and kicking, and with that comes a steep decline in our levels of patience. I mean, what do we expect? Notifications ping our phones every second and the race to the highest engagement on our most recent Insta post begins. It’s all about retaining and reacting to content almost instantly.
With this in mind, can we really count on people to stay focused through an article with a ‘7min average reading time’? Is the clock officially ticking on blogs becoming irrelevant, outdated and ineffective? IS THIS THE END OF THE END?
Okay let’s not be too hasty. Yes, there are definitely 101 more ways people can express their thoughts, feelings and areas of interests today other than hitting up the Word document, but to all my fellow aspiring writers out there, we have immense statistics to back up the notion that blogging is here to stay - and I mean that!
We took it upon ourselves to do some digging and rallied up some responses from industry experts to see whether they believe blogging is officially finito. Here’s what they had to say in our most recent LinkedIn question “Is Blogging Dead”...
Bhushan Satghare (Senior SEO Specialist), responded with “Blogs are definitely not dead as long as you have a table of contents which is anchored to the various headings in your article. That way readers can see the topics your blog covers and jump to the section that interests them the most. Why not also enhance your blog with videos and podcasts (or links to them). That way you can drive engagement through all the different types of media. Let the user choose.”
Steven Lord (Marketing Manager at Digital Next), states that as the race towards new technologies continue, we “full circle once more to realise that omni-channel (contextual blogs) is the most solid approach”.
We also sent out a poll to people that know their stuff, to find out what the golden child of digital marketing really is. And the results are in...
The defeatists and naysayers will try to convince the masses that blogging is losing its touch when it comes to generating new leads yet businesses that prioritise blogs on their websites can see 13 times the Return On Investment (ROI) than those who ignore the strategy. We can’t ignore the numbers, people!
Content is King - we’ve all heard this, right?
In fact, 80% of US web users are interacting with blogs and social media channels collectively according to Demandmetric’s ‘Guide to Marketing Genius’ infographics.
Blogging is far from dying out, but it is fair to say the landscape is changing. One of the more noticeable shifts is actually the move away from personal blogging and the heavier focus on content marketing. This is saying something for sure - but let’s see which channels may be looking like the most effective for generating leads for businesses as a whole.
Blogs vs Every Other Marketing Channel You Can Think Of
The interesting thing you’ll find with any marketing channel is they all come with their own set of drawbacks and limitations. It’s about understanding who it is you’re talking to in order to figure out your best route.
1. Take Podcasts for Example
A great way to be versatile in getting content to your ‘on-the-go’ audience. The audio medium means it’s largely accessible to people anytime, anywhere, and you’ll find the longer time format allows for deeper topics to be uncovered.
You have the ability to change the way people perceive your brand through thought-provoking discussions that your average business would typically stay away from - how daring of you!
But perhaps the extended form of consumption can seem a little off-putting when you have to pause it a few times and catch up on the rest later.
Head of Content at a leading digital agency, Cass Whitaker commented how skimming an article is much more her cup of tea than listening to an entire podcast just for the ‘few nuggets’ she actually wants to hear!
2. The Infamous Social Media Train
This one sits perfectly with the upcoming generation...or perhaps just anyone who scrolls through a feed a few hours a day. Instagram, Tik-Tok, Twitter, you name it. The quickest way to get information right in your customer’s eye line is with the use of reels, stories and posts that let you check your engagement insights almost instantly.
87% of businesses are using an average of 5 social media sites to distribute the same content to generate leads. Social media increases brand visibility, and the consumer’s ability to share content with their inner circle goes to show how far businesses can reach without having to do much reachin’.
3. YouTube and Video Marketing
Last month marked 16 years since Youtube stepped onto the scene and became the go-to for all things prank videos, MTV hits and dancing sensations. But it wasn’t long until the rise of uploading and publishing visual content started to ring bells for marketers.
61% of marketers look to increase their video marketing budget in 2021 as consumer trends reveal how short video tutorials on products have a huge effect on generating leads.
Growth in new technologies means improved editing softwares, and even animations, can make your content-rich videos more stimulating for the audience, help them retain the important stuff and… you got it, generate more leads!
4. Just A Plain Ol’ Website
Far from what that subheading suggests, getting content out on websites (heck - just having a website in general) is perfect for displaying multimedia measures. This is also where your blogs can live, as well as publishing on Medium and the likes of LinkedIn, or both for some more medals under your belt! The online presence every business needs can come straight from your own website which has a huge capability to bring organic traffic.
Essentially, people that want you will search you and trust me, you will want to be easily found! It’s an awesome way to reel in the consumers who may already know what they’re looking for so it’s important that websites can provide as much relevant content as possible.
5. No More Boring Emails Please
No one appreciates an overloaded inbox but, with the discrete permission of customers, email marketing is still holding a front row VIP seat when it comes to effective ways of generating new leads. Excuse the unintended pun but email marketing really does get your message delivered!
Brands usually rally up their subscribers through epic landing pages (via websites, LinkedIn, Medium) and leverage their voice by sending out personalised emails with the aim of driving massive conversions.
This channel naturally has the upper hand when you think about how widely used the platform is. The email space is not looking to die out anytime soon with people needing it for professional purposes too. Now, with the power of campaign building softwares such as MailChimp, beautifully branded emails are not far from anyone's reach.
Nonetheless, keeping a reputable image of any brand is key. Consumers can be overwhelmed with mass marketing or unsolicited emails which is why balancing your content amidst a wide range of channels is admirable to say the least.
Let’s Wrap This Up
If we jump back to the start and answer the question of whether blogs are a dying medium in the world of content marketing, effectively the answer is absolutely not. Any time we have a burning question or the need to ‘search’ for something, results are bombarded with a whole load of blog articles that happen to provide you with the information you needed. The difference is that blogs are becoming more reader-focused rather than writer-centric. Long gone are the days of publishing personal diaries, but instead giving value to our consumers and putting them at the forefront of it all.
With a good mix of epic user experience, improved readability and links to multimedia content to boost engagement, I think we’re safe to say blogs are far from their major pitfall.
