Do you doubt the effectiveness of blogs in today’s Facebook and Twitter-orientated world? Blogs aren’t new, they aren’t trendy and they don’t grab attention like headlines that pit Facebook against Google or that give tips on how to maximise your presence on Pinterest.
What blogs are, is effective.
According to Scott Wyden Kivowitz (Social Media Today), good blogs can be responsible for 70% of a website’s traffic, and 15% of people who land on your home page will hop over to your blog – if you make it easy for them. Plus, if you regularly update your blog with interesting content, you’ll get repeat visitors who will share your posts which will get you even more traffic and increase your brand awareness.
Some companies are put off blogging because they think they need to come up with monumental essays every day. They make the common mistake of thinking that content = writing. It doesn’t. You can upload images, videos, audio clips and infographics.
You also don’t have to write a thesis every time you blog. A couple of short paragraphs are enough, provided they aren’t blah or meh, or any other word that is social media-speak for dull and a waste of time.
On the other hand
Maybe it’s time you made time to write lengthy blog posts – lengthy value-packed blog posts. Jonathon Colman reckons that it’s time bloggers started challenging themselves and their readers by writing “real” content; the kind that isn’t 400 words of “5 Tips …” or “Quick Tips … “ or “Best Ways to …”.
He’s talking about blog posts that take more than two minutes to skim and he sets the example by saying all this in a long (relatively speaking) blog that does, indeed, take some time and concentration to read. (Do you dare read it all, without skimming over paragraphs until you find a sub-heading that attracts you?)
Why should you bother?
Because you’ll get a reputation for offering real value to your readers, which is better than getting a reputation for being just another regular fluff spinner.
Which is related to benefit number two: you’ll stand out from the plethora of same-ish “Top-Tips Best-Ways” blog posts out there.
Finally, readers might be more motivated to comment on longer posts, which will generate some interesting dialogue.
Yes, it will take more time and more research. Yes, you will be challenged. And yes, you will challenge your readers. But the rewards are worth it. Not only will you become more knowledgeable about your industry (if you really want to test your understanding of something you should try to teach it, isn’t that what they say?), but you’ll also give your readers something to think about. And, despite what we know about decreasing attention spans, people still like to mull over new thoughts.
It seems that blogging is the one constant in the topsy-turvy world of digital marketing. It provides a consistent supply of traffic and does fantastic things for your online reputation – not to mention your search engine rankings. So why would you throw it over for 140 characters or less?
Image credit: alamodestuff, CC BY-NC-ND 2.0, via Flickr