When Fast Company announced that blogging is dead in their 2012 article, shots were fired across the web. Bloggers, journalists, and entrepreneurs took to debate over the necessity of blogging and haven’t stopped since. Whichever side you stand on, know this; the blog isn’t dead, it’s evolving and it’s your job to keep up. Just like with anything that changes over time, it’s our duty to adapt our perspective and process towards the future if we want to survive (especially online.)
Why Should We Blog?
Web sites are your home base and the information you have available for new visitors on your about page, services page, and blog are what will transform organic visitors to loyal followers (and hopefully down the line clients.) You may be focusing all your attention on Instagram or email newsletters, but Instagram (though great) is a pathway to your website and newsletters disappear over time.
Not only that, but each blog post you write is a source of SEO for your entire website. Your SEO enriched web copy will always be there, but if you consistently post blogs once or twice a week, you’ll attract more visitors to your site daily. When you use a combination of the right kind of headlines, a good amount of internal and external links, and longtail keywords specific to your brand – you’ll skyrocket up Google’s search ladder.
Your blog can serve you in two other ways- portfolio and FAQ. When used as a portfolio, visitors can comb back far enough through your archives to see your humble beginnings (sometimes very humble) and growth as writer and artist over time. When used as a FAQ, you can anticipate client questions and answer them in articles so they never have to ask. Better yet, take that post and add it to your business workflow.
How to Keep Up with New Media
Most of what we read is consumed through our phones. We swipe through Instagram, Snapchat, Facebook, and Twitter reading 140 character word stories. If things are too long to read they are dubbed TL;DR. To meet these ever waning attention spans we need to write accordingly. Don’t write a novel or even an academic paper. Your blog posts shouldn’t beat around the bush, give the information to us right away. Think conversations between besties, not acquaintances.
Keep your audience wide awake with content other than text. Pull out all your confetti and fun sparkly stickers for your new blog posts because you’re going to add content like:
- Flow Charts
So if you’re still on the fence about blogging, know that the blog is very much alive and evolving every day and you better meet it where it’s going if you want to stay in the game.