While many marketers are discussing the death of blog, I’m going to tell you why blogs are still relevant in today’s social media marketing environment.
Blogging was at its peak a few years back – pretty much every man and his dog had a blog. There were marketing blogs, mummy blogs, celebrity blogs and pretty much any other topic that you can think of.
It’s safe to say that many people are over the blogging phase. Over the years we’ve been inundated with so many new social media platforms that having a blog might seem a little irrelevant – maybe even extra work. But whether you’re a small business or a widely recognised national brand, blogging is still an extremely advantageous communication strategy.
For me personally, I love blogging because it gives me the opportunity to get the thousands of random thoughts out of my head and onto paper…or so to speak. Blogging allows me to take complex and scattered thoughts and put them into a logical sequence. The same outcome applies to brands – if you’re a brand that has a complex service offering or is dealing with a public relations crisis, taking the time to write down your thoughts, and logically explain your brand’s position will not only bring clarity to you and your business but to your customers as well. It puts everyone on the same page.
Most brands utilise mainstream social media platforms such as Facebook and Twitter. A blog allows you to connect with your audience on a much deeper level. First of all, you’re not restricted by character limits, pictures, etc. You can use as many or a little words, pictures or videos as you need to. Secondly, audiences are in a different frame of mind when reading blogs than when on mainstream social media. If they’re reading your blog – they’re in your space and are more attentive to what you have to say. If they’re receiving your communication on Facebook or Twitter – you’re in their space and anything you can say can be taken as an interruption or an annoyance.
According to a 2012 Nielsen article, blogs are mainly written by a higher-educated audience and thus attract more educated audiences than most social media platforms. These audiences may even have blogs themselves, giving them more persuasive and referral power than the average Joe on Facebook.
From a branding perspective, blogs are a great opportunity to showcase your brand personality and differentiate from competitors. It puts your brand in the position to educate customers and gives them greater buying power.
Blogs also have amazing SEO potential. Many of our website hits come from our blogs because we continually update them while strategically hyperlinking them back to our pages.
If you’re still on the fence about the whole blogging thing, here’s a bunch of blogs that we love:
What are your favourite blogs?