Lately a lot has been written suggesting that blogging may be dead…or at least dying. A recent New York Times article stated that the percentage of Americans reading and writing blogs has decreased. This is particularly the case with young people–those aged 24 and younger. The argument is that as social media use increases, blogging has become less popular. So, is there any truth to these claims? Is blogging dead? More specifically, is blogging for business dead?
I would argue, unequivocally, no. Blogging for business remains an important part of the online marketing mix for companies that are focused on increasing their online footprint. There are a few reasons for this:
- Blogging remains a great way to add new content to your website. The maxim Content is King has become something of a cliche, but it’s also true.
- Blogging allows companies to introduce new products and test new marketing messages in a relatively low-key, cost-effective manner. Before spending lots of money on a product launch or advertising campaign, engage with your most loyal customers to find out what they like…and what they don’t.
- A regularly updated business blog full of keyword-rich content will help with search engine optimization and improve your page rankings for targeted searches. This alone makes blogging a worthwhile effort. Even if your blog doesn’t generate many page views or comments, the search engine marketing benefits are extremely valuable.
There is no doubt that the rise of social media has impacted the world of blogging. Many of your customers and prospects will prefer to interact with your brand through these channels. But a blog is still a great way to share information and engage with your customers, and should continue to be a key part of any company’s online marketing strategy.