It seems we all have a fixation with eliminating things off.
When technology took a more crucial role in our lives, we assumed all print publications would go insolvent. Now, with the rise of video and podcasts, its bloggings turn to feel the heat.
I reached out to marketers with backgrounds in item marketing, SEO, YouTube, podcasting, and more and asked, “Are Blogs dead?” Heres what they stated.
Are blog sites dead?
In all fairness, this concern surrounding blogs is not without reason. Google Trends shows that in the last 5 years, the interest in blog sites has actually progressively declined worldwide.
In the U.S. within the exact same five-year span, podcasts have actually risen in appeal and went beyond blogs in searches.
Nevertheless, online marketers still consider blogging a top marketing channel. Ross Simmonds, a B2B online marketer and the founder of the content marketing firm Foundation, states blogging has actually helped his clients triple their traffic and accelerate their sales close rates.
” At Foundation, blogging with intent has assisted us produce countless dollars in the pipeline for both us and our customers,” states Simmonds. “Its also armed us with the capability to elevate our brands position in the market and, most notably, really help others in our industry find out and open brand-new chances.”
With that said, the blogging landscape has actually changed throughout the years. Lisa Toner, director of content at HubSpot, states its not adequate to simply have a blog nowadays.
” You need to consistently create material that is better than your competitions material. You need to be an SEO specialist to get your articles ranking on page one of Google, and you require a circulation strategy to promote your material throughout all the channels your audience likes to take in content on,” says Toner. “Its a lot more intricate to win at blogging now, but if you can master it, its worth the investment.”
Transparency is a bigger obligation, especially as social justice becomes more essential to consumers.
” You need to think about how people see your brand name compared to your competition. Everyone has their own unique selling position (USP) and what they want to put forward, but what users do is compare,” states Sandra Mpouma, head of digital marketing at RationalFX.
Blogs vs. Other Marketing Channels
Now that other content marketing channels– namely video and podcasting– have gone beyond blogs, will blogs soon become redundant? Well, it all depends upon the user personas youre targeting. However even as other platforms grow, blog sites still provide many advantages.
At this point, blog sites have a pretty well-dusted playbook for scaling. “A business can utilize its most likely limited resources to invest in a blog that will generally give constant, easily measurable, and trustworthy performance. Blogs also have a direct line to the companys bottom dollar, podcasts do not.”
Nelson Chacon, primary marketing manager for YouTube at HubSpot, highlights that theres no reason to pick in between two platforms if your group has the bandwidth to take on both. If it lines up with your user personas, you can engage your audience from several angles.
” Creating a blog site constructed of articles around the benefits of your product will be valuable. Having a video showcasing its usage or how to install it would be helpful for your audience,” states Chacon.
When it comes to social networks, Annabelle Nyst, a senior material strategist who concentrates on social networks initiatives at HubSpot, states its hard to compare it to blogs as each platform serves different purposes.
” Social material does not always have the life span or the discoverability of article,” says Nyst. “Its more about consistently satisfying your audience where they are, in the best minutes, engaging with them individually, and developing trust via community building.”
She adds that social media can be a great way to magnify your article. And vice versa, article can serve as inspiration for social content. If utilizing both, Nyst recommends pulling the most engaging points from your article, producing social-first material, and utilizing it to drive traffic back to your blog site.
With all that stated, blogs dont come without their downsides. AJ Beltis, a content and acquisition supervisor at HubSpot, discusses the high drop-off rates frequently seen in post.
” Blogs do not have the interactivity that lots of long for due to its nature as written content,” states Beltis. “This challenges blog writers to hook their readers in a couple of short sentences without having the advantage of special impacts or audio engineers offered to their video and podcast developing equivalents.”
What it frequently boils down to is your brand name goals and which channels will assist you fulfill them. Podcasts, for example, are much better for branding while blog sites serve much better for top-of-the-funnel engagement.
” Blog posts are an acquisition juggernaut. Theres a clear course that any experienced marketer can follow. Podcasts, however, best work as a brand name chance,” states Brown. “You wouldnt measure a series of blog site posts on their brand name uplift ability, just like you wouldnt measure a podcast programs list building. That is unless you like gray hairs and a serious lack of sleep.”
Why Blogs are Still Impactful
From a financial investment point of view, blog sites might be a much better long-term investment for lead generation.
” I could spend $200K to employ a full-time writer, SEO expert, and conversion rate optimization (CRO) professional to work on my blog. By combining those skill sets, Im going to be able to develop a blog site that drives natural traffic to my site and transforms it into leads for my organization all year long,” says Toner.
Toner adds that the bulk of HubSpots blog-generated leads come from older article. This implies that blogging can be a terrific lead source long after posts are published. Aja Frost, who leads the English SEO team at HubSpot, echoes this belief.
” Organic traffic is more vital than ever. Unlike paid traffic, which stops coming in the second your budget plan goes out, organic traffic is mostly self-reliant after youve put in the time and effort to produce a blog post,” she states.
She adds that many content management systems (CMS) have actually SEO tools integrated into their platforms, that makes it easier to optimize your posts.
Blogging can also be valuable in shaping a brands product positioning.
” Blogs are still one of the very best channels we have to create narratives around our product,” says HubSpot Product Marketing Manager Alex Girard. “They provide us the chance to address patterns we see in the market, how those patterns impact the reader, and how our product may be able to assist them satisfy that trend effectively. Theyre also fantastic for informing consumer success stories.”
He adds that when using your blog site to market your product, the content doesnt have to be marketing. They will naturally look into your services and products when you develop yourself as an idea leader and gain trust from your audience.
With that said, its going to take more than great material to have an effective blog site.
” Growth without a goal isnt going to assist your business– if 10,000 individuals read your blog site, but none of them fit your persona, thats not going to do anything for your business,” states HubSpots Senior Blog Manager Karla Cook. “Focus on something obtainable, like creating new contacts, and ensure every post youre putting out has that goal in mind.”
She includes that one of the most significant errors brands make is developing content just for individuals at the decision-making stage. With a lot of phases between checking out a blog and buying, online marketers must have posts geared at users in every stage with matching deals. Discover more about that through HubSpots service blogging course.
From an SEO viewpoint, brands might also deal with producing traffic since theyre thinking blog initially, link structure 2nd.
” What I frequently notice is that marketers see blogging and link building as 2 various disciplines. First, they write the article, then they think of how to make backlinks to them,” states Irina Nica, a senior marketing supervisor at HubSpot who deals with product awareness through outreach initiatives. “Instead, they need to consist of linkable assets into their routine content calendar, along with other kinds of articles that are perhaps developed for producing social or organic media traffic.”
Despite the many advantages weve reviewed, blogging isnt always the very best method for every brand. Why? Well, what if your perfect user personality does not read blog sites? What if they prefer emails instead?
” Some brand names have great email interaction and workflows where they offer individuals with downloadable deals where they do not need to go elsewhere to get the information, its simply in their inbox straight away,” states Mpouma. “You dont necessarily require a blog as long as youre offering something in exchange. I think the blog has actually constantly been that: Offer something totally free in exchange for that user interaction.”
In that case, blog sites would not precisely be dead, more so unimportant.
Why Marketing Isnt Dead
Taking a look at things from a wider perspective, blogs are simply an extension of marketing. Some have actually suggested that marketing is dead, which makes online marketers like me wonder if theres something we dont understand.
Based upon recent data, marketing is still prominent. And that applies to both standard techniques and digital efforts. Statista reported that in 2019, content marketing generated over $42 billion in revenue worldwide.
” Theres a reason Nike and McDonalds continue to invest millions on a monthly basis in marketing although theyre already family names. Theres a factor why the top artists and artists still do promo prior to their newest album release,” states Simmonds. “Marketing isnt to be viewed as just an expense. Its an investment. And if you make an investment that is rooted in a strategic strategy– that financial investment should return dividends for several years (maybe decades) to come.”
The crucial takeaway is that while not all marketing strategies work for every brand name, its unlikely that blog sites will stop being important to brands in the foreseeable future. So for now, blogs, you can rest and step off the slicing block.
According to online marketers, not even close. Blogs continue to be exceptionally valuable for lead generation, brand awareness, and SEO. And theyre still popular among consumers. A 2020 HubSpot study discovered that 60% of people check out a blog at least when a week. Blogs wont be out of marketers tool kit anytime quickly.
Now that other content marketing channels– specifically video and podcasting– have gone beyond blogs, will blogs quickly end up being redundant? If utilizing both, Nyst suggests pulling the most engaging points from your blog posts, producing social-first material, and using it to drive traffic back to your blog.
By combining those skill sets, Im going to be able to create a blog that drives organic traffic to my website and transforms it into leads for my organization all year long,” says Toner.” Blogs are still one of the finest channels we have to create stories around our product,” states HubSpot Product Marketing Manager Alex Girard. They compose the blog posts, then they believe about how to make backlinks to them,” states Irina Nica, a senior marketing manager at HubSpot who works on product awareness through outreach initiatives.