Is blogging still a ‘thing?’
I have to admit… I am a writer at heart. It was my first love, my first job, and the thing for which I have won the most awards. So when “vlogging” and YouTube started really taking over the internet, my writer heart was a little concerned. I simply sharpened my pencil and kept writing. Then I saw more live video streaming through Facebook and now Instagram and soon LinkedIn. This made me put my pencil down and consider the possibility that people don’t want to read blogs.
It’s probably a fair assumption that in our go-go-instantaneous-carryout-curbside lifestyle, videos serve us better than pausing to read an online article or blog post. But I think you’ll be surprised that the data points to a trend that blogging is still alive and well. (That makes my writer heart happy!)
According to koalarank.com, the number of blogs published in the US is still growing by the day, reaching 31.7 million blogs by the end of 2019. So blogging isn’t dead, but it is different. What started as an online journaling art 20 years ago, is no longer that. It’s a digital voice that requires cultivation and education as the medium evolves to stay relevant.
#1: Story-telling is where it’s at
Blogs are now more dependent on your ability to tell a story, a real page turner… or as it were, a real scroller. Even if your blog is about informative, factual pieces that relate to your trade or industry, a good story softens the edges. Just look at this piece as an example. I started the blog off telling a little story about myself, my writing experience, and my love of the art. While it wasn’t the great American novel, it did tell you a little about myself and it served as a soft introduction to what is a rather “informational” article. This technique can be applied to any blog and it’s a great way to connect with your reader.
#2: Keep it helpful
The day where you can simply post a blog that talks about your products and services are over. Customers and clients are now, more than ever, aware of sales tactics and disingenuous attempts to win them over. It’s important to create a blog post that offers helpful solutions that generate a sense of value from having read the article. If your audience feels as if you’ve invested in them and shared valuable, helpful information you stand the chance of creating a long-term follower and fan. As it was said by Emma Thompson’s character in the film, “Late Night,” … “I hope I’ve earned the value of your time.” It’s a sentiment that can serve us well when it comes to creating any online content, but especially if we want to have a good blog following.
#3: Cross collaborate
No one says that you have to be the one to write your blog every week. Yep, you read that right! Consider parallel industries or colleagues that could collaborate on a blog article for you. It’s a win-win. You get a great blog post that brings some variety to your followers. They get the chance to be exposed to your following and fans. And hopefully, as is in good collaborating form, they return the opportunity by having you post a blog on their site. The same rewards and benefits await you! I have a great friend who owns a small business-to-business agency specializing in crafting policies and procedures. Each month, she asks a fellow business owner, one whom she has a personal connection with, to write an article. She then posts that on her site and throughout her social media, all the while giving props to the business owner that created it. What a great tit for tat! And as a bonus, she shares the article in her email newsletter. That bring me to my next point…
#4: Repurpose to keep it alive
Nothing is worse than deciding on the topic to write about, doing the research to prepare and then writing the actual thing… only to find out that just a few people read that blog you worked so hard on. It’s worse when you feel that you shared it at 8 a.m. but by lunch, the online world has evolved a million times over and your blog is no longer on the radar. Well, you can be like my friend Heather and repurpose that blog in several ways, such as in your email newsletter. Don’t wait for someone to wake up and type www.yourblog.com (insert your website here). It’s not gonna happen! Nor should you post the article on your social media and wait for folks to click it to read it. You certainly want to share the blog on your social media channels, but a more proactive approach is to get that article into an email newsletter and put it directly in the inboxes of your fans and followers. Studies show that people who regularly and consistently receive email from businesses who provide valuable information actually open and read the emails they receive. They are a captive audience. But the key is to be consistent and to provide value. You’re already doing this in your blog… so share it with your email newsletter subscribers!
#5: Keep it simple
You know a lot about your business, your area of expertise, your services and how you can help. However, avoid going overboard with the information and the industry “speak” that might not translate well for your readers. Keeping your blogs shorter is good, but it’s also important to keep the language in a format that your audience can read, comprehend and act upon. Be aware of the curse of knowledge. You know a lot. But be careful of overwhelming and confusing your readers. Remember, you have plenty of blogging opportunities. If one blog doesn’t get all your talking points in it, you’ll have other blogs where you can add those points and takeaways.
If you want some more ideas on how to leverage your blogs to serve you and your audience, check out this recent blog article on seven ways to repurpose your content. Oh, by the way, that friend I mentioned, she’s the owner of Lytle Communications which you can visit and learn more about at www.lytlecommunications.com
