It seems we all have an infatuation with killing things away from.
Every couple of years, we revisit something and place it in the chopping block. In the new millennium, we had the Y2K computer scare. In 2012, we feared the world would finish and we would all simply poof. When technology got a more important role in our life, we assumed all print publications would go bankrupt. Now, with the rise of video and podcasts, that it is blogging’s turn to feel the temperature.
I reached out in order to marketers with backgrounds in product marketing, SEO, Youtube . com, podcasting, and more and requested them, ” Are Blogs dead? ” Here’s what they said.
In every fairness, this question encircling blogs is not without reason. Google Trends shows that in the last five years, the interest in blogs has steadily dropped worldwide.
In the U. S. within the same five-year span, podcasts have risen in popularity and surpassed blogs within searches.
However , online marketers still consider blogging a highly regarded marketing channel. Ross Simmonds, a B2B marketer and the founder of the content marketing and advertising agency Foundation, says running a blog has helped his customers triple their traffic and accelerate their sales near rates.
“At Foundation, running a blog with intent has helped us generate millions of dollars in the pipeline for both all of us and our clients, ” says Simmonds. “It’s also armed us with the ability to elevate our brand’s position in the market and, most importantly, truly assist others in our industry learn and unlock new opportunities. ”
With that said, the blogging landscape has changed over the years. Lisa Toner, director of content at HubSpot, says not necessarily enough to just have a blog nowadays.
“You need to consistently create content that is a lot more valuable than your competition’s content. You need to be an SEO expert to get your articles rating on page one of Google, and you need a distribution strategy to promote your content across all of the channels your audience loves to consume content on, inch says Toner. “It’s a lot more complex to win on blogging now, but if you are able to master it, it’s really worth the investment. ”
Openness is a bigger responsibility, specifically as social justice turns into more important to consumers.
“You need to think about how individuals see your brand compared to your competition. Everyone has their own unique selling placement (USP) and what they want to put forward, but what users do is compare, ” states Sandra Mpouma, head of digital marketing at RationalFX. “So, in terms of business strategy, create loyalty, trust, [and] be clear and competitive, which is essential nowadays. ”
Blogs vs . Other Marketing Channels
Since other content marketing stations – namely video plus podcasting – have overtaken blogs, will blogs quickly become redundant? Well, it all depends on the user personas you targeting. But even as additional platforms grow, blogs nevertheless offer many advantages.
“Podcasting is just not without its own set of restrictions. There are plenty of discoverability and audience growth challenges. At this point, blogs have a pretty well-dusted playbook for scaling. That’s not genuine for podcasts, ” states Matthew Brown, senior podcasting producer at HubSpot. “A company can use its likely limited resources to invest in a blog that will basically provide consistent, easily measurable, and reliable performance. Blogs also have a direct line to the company’s bottom dollar, podcasts tend not to. ”
Nelson Chacon, principal marketing manager for YouTube at HubSpot, highlights that there’s no reason to choose between two platforms if your team has the bandwidth to deal with both. If it aligns together with your user personas, you can engage your audience from many angles.
“Creating a blog constructed of articles around the advantages of your product will be useful. Having a video showcasing the use or how to install it would be beneficial for your target audience, ” says Chacon. “Home Depot has done a fantastic job of doing this. While these people inform and educate their particular customers on their products, in addition they add a quick ‘how-to’ for the more knowledgeable person who just needs a short answer described in a video. ”
As for social media, Annabelle Nyst, a senior content strategist who have focuses on social media initiatives from HubSpot, says it’s hard to compare it to blogs as each platform serves different purposes.
“Social articles doesn’t always have the shelf life or the discoverability of blog posts, ” says Nyst. “It’s more about consistently conference your audience where they are, in the right moments, engaging with them one-on-one, and setting up trust via community developing. ”
She adds that will social media can be a great way in order to amplify your blog posts. And vice versa, blog posts can serve as inspiration for social content. If using both, Nyst recommends pulling the most compelling points from your blog posts, developing social-first content, and using it to drive traffic back to your website.
With all that said, blogs avoid come without their disadvantages. AJ Beltis, a articles and acquisition manager with HubSpot, mentions the high drop-off rates often seen in blog posts.
“Blogs lack the interactivity that many crave due to its character as written content, ” says Beltis. “This challenges blog writers to hook their own readers in a few short phrases without having the benefit of special effects or audio engineers available to their video and podcast generating counterparts. ”
What it frequently comes down to is your brand objectives and which channels can help you meet them. Podcasts, for example , are better for logos while blogs serve much better for top-of-the-funnel engagement.
“Blog posts are an acquisition juggernaut. There’s a clear path that will any seasoned marketer can follow. Podcasts, however , best serve as a brand opportunity, ” says Brown. “You didn’t measure a series of blog posts on the brand uplift ability, exactly like you wouldn’t measure a podcast show’s lead generation. That is until you like gray hairs and a serious lack of sleep. ”
Precisely why Blogs are Still Impactful
Through an investment perspective, blogs may be a better long-term investment just for lead generation.
“I could invest $200K to hire a full-time writer, SEO expert, and conversion rate optimization (CRO) specialist to work on the blog. By combining all those skill sets, I’m going to be able to create a blog that hard disks organic traffic to my internet site and converts it into leads for my business all year long, ” says Toner. “Or, I could put the exact same $200K into an marketing campaign and maybe get a couple thousand leads over the course of the ad-campaign. But once the campaign ends, so does my lead flow. ”
Toner provides that the majority of HubSpot’s blog-generated potential clients come from older blog posts. This means that blogging can be a great guide source long after posts are usually published. Aja Frost, exactly who leads the English SEO team at HubSpot, echoes this sentiment.
“Organic visitors is more important than ever. In contrast to paid traffic, which prevents coming in the second your budget runs out, organic traffic is mostly self-sustaining after you’ve put in the time and effort to create a article, ” she says.
The lady adds that most content management systems (CMS) have Tools integrated into their platforms, that makes it easier to optimize your posts.
Blogging can also be valuable in framing a brand’s product placement.
“Blogs are still one of the best stations we have to create narratives around our product, ” states HubSpot Product Marketing Manager Alex Girard. “They provide us the opportunity to address developments we see in the market, just how those trends impact you, and how our product might be able to help them meet that will trend successfully. They’re furthermore great for telling customer successes. ”
He adds that when using your blog to market your own product, the content doesn’t have to become promotional. When you establish your self as a thought leader and gain trust from your target audience, they will organically look into your products and services.
With that said, it’s going to take greater than good content to have a prosperous blog.
“Growth without a goal isn’t going to help your business – if 10, 000 people are reading your blog, but none of them fit your personality, that’s not going to do something for your company, ” states HubSpot’s Senior Blog Manager Karla Cook. “Focus upon something attainable, like generating new contacts, and make certain every post you’re placing out has that objective in mind. ”
She provides that one of the biggest mistakes brands make is producing content only for people at the decision-making stage. With so many levels between reading a blog and making a purchase, marketers should have posts geared at users in every stage with related offers. Learn more about that through HubSpot’s business blogging program.
From an SEO viewpoint, brands may also struggle with generating traffic because they’re considering blog first, link building second.
“What I often discover is that marketers see ‘blogging’ and ‘link building’ because two different disciplines. Very first, they write the blog posts, then they think about how to get backlinks to them, ” states Irina Nica, a older marketing manager at HubSpot who works on product understanding through outreach initiatives. “Instead, they should include linkable resources into their regular content appointments, alongside other types of posts that are maybe designed for generating organic or social media traffic. ”
Despite the many benefits coming from gone over, blogging isn’t continually the best strategy for every brand. Why? Well, what if your own ideal user persona is not going to read blogs? What if they prefer emails instead?
“Some brands have great e-mail communication and workflows where they provide people with downloadable offers where they don’t have to go somewhere else to get the information, is actually just in their inbox immediately, ” says Mpouma. “You don’t necessarily need a blog as long as you’re offering something in exchange. I think the blog has always been that: Offer something for free in exchange for that user interaction. inch
So , in that case, blogs more than likely exactly be dead, more so irrelevant.
Why Marketing Isn’t really Dead
Looking at things from a broader perspective, blogs are simply an extension of marketing. A few have suggested that marketing and advertising is dead, which makes online marketers like me wonder if there’s some thing we don’t know.
Based on latest data, marketing is still influential. And that applies to both traditional strategies and digital endeavours. Statista reported that in 2019, content marketing produced over $42 billion in revenue worldwide.
“There’s a reason why Nike and McDonalds continue to invest millions each month in marketing even though could possibly be already household names. There’s a reason why the top musicians plus artists still do promotion just before their latest album release, ” says Simmonds. “Marketing isn’t to be seen as simply an expense. It’s an investment. And if you make an investment that is rooted in a strategic plan — that investment should return dividends for years (maybe decades) to come. ”
The key takeaway is that while not all advertising tactics work for every brand, it’s unlikely that weblogs will stop being valuable to brands in the foreseeable future. So for now, blogs, you can rest plus step off the chopping obstruct.