Back in the day, it was all about blogs, but blogs aren’t popular the way they once were. The landscape of the internet has changed so much over the last few years, and many people think blogging isn’t worth it anymore. According to digital marketing expert Neal Schaffer (source), websites with blogs get 55% more visitors and produce 67% more leads than websites that don’t. “Producing content costs 62% less than traditional marketing formats, but generates 3X the leads,” he says.
Content marketing consistently outperforms other forms of marketing. Whether blogging is right for you will depend on your business and its customers. As always, you should think strategically about your goals and overall marketing strategies. Here are some benefits of blogging in 2023:
- Your blog stays when social media sites go away. You have more control and security with a blog that belongs to you than you do with any content you put on social media. Social media is one of the least expensive and most effective means of marketing; however, we have no control over whether or when any of the platforms will end or change. Platforms are banned, sold, or revamped all the time, while a blog stays up until you take it down.
- You can show off your expertise. A blog is a great place to show your customers and potential customers that you understand your industry and your audience. If you demonstrate that you know their needs and the challenges they face, they will trust you to provide services or products that truly benefit them.
- You have the space to get into it deeper. Sometimes you need to tell your customers things that won’t fit in a social media post. Blogs allow you the space to really dig in and build deeper and more meaningful connections with your community. This is especially important if you work in a field that requires a real depth of knowledge, like law or finance, but it’s equally important for those who need to form emotional connections, like coaches and consultants.
- Blogging multiplies your content. A blog doesn’t have to be just about the words. In fact, a blog is a great place to show off your data, images, and other content. Writing a blog also gives you a lot of content you can repurpose on other channels in other formats. A written post about the top ten challenges in your industry can easily become a video. Raw data can easily become an infographic. Having a blog gives you more options for repurposing content.
- You can boost your search. Having useful, relevant content on your website is the number one best way to boost your organic search ranking. We all know how important it is to appear as high on the SERP (search engine results page) as possible. Even if paid search is part of your marketing strategy, boosting your organic results can only help you.
Blogging isn’t gone; it’s just changed over the years. Consistently blogging can actually have a huge impact on your bottom line. As an added bonus, there are multiple ways to monetize the blog itself. So, when you sit down to create your content strategy, make sure you keep blogging in mind.
Substance and Style 