Content advertising efforts appear to grow in complexity and scope every year.
And since blogging has been around for a long time relatively, this leads many to ask the question: “Are blogs outdated? ”
Well, our answer is that running a blog is still valuable, but some decisive things have changed and you need to be conscious of it.
Especially if your blog has fallen by the wayside or you’re not getting the results you once did.
Therefore , buckle up, and let’s explore in this blog post exactly why blogging still matters within your strategies.
Quick note: We are writing this text through the perspective of business blogging, not personal or life-style blogging.
If you’re managing a cooking blog or a pastime blog, you can still gain insights from the content below ( especially if you’re trying to monetize ).
Understand though that we’re writing primarily to some business audience that’s running a blog for the purposes of SERP rankings, organic traffic, and guide gen.
Therefore , Are Blogs Outdated?
Consider this: you’re here, today, in 2021 ( or beyond ), reading this blog. And you are not the only one.
Now have a step back and answer this question: how did you can this post?
Maybe you’re a Rock Content superfan. A person visit our site everyday or weekly and eat every last resource all of us produce. If so, you’re the actual rock star!
But we’re realists here. We know that’s just not how blog content material works most of the time.
Chances are, you got here because you a new question. Most likely, that question was some variation of “are blogs outdated” or “is blogging still important” — something because world, right?
You requested your search engine of choice, and it brought you here. To some blog.
A blog that is going to clearly and authoritatively answer your research intent .
( In fact , if we’re doing the work right, we were the top result or even captured a little! )
So , generally, blogs aren’t outdated simply because they still do exactly the two stuff they’re intended to do:
- Provide the information people are looking for.
- Get searchers on your site (and into your brand).
No matter what you’re doing, making, selling or even offering, you need to grow visitors and grow leads, and blogging remains a highly effective method to do that — as long as you are doing it the right way.
Additional Benefits of Blogging
Getting people to your website is the biggest and many important thing blogging can do for you, but there are plenty of other advantages you can (still) realize through blogging.
Google rewards fresh content (and so do your own readers)
First, blogging is among the simplest ways to regularly include fresh content to your website.
Which matters, because Google benefits sites that have fresh articles (as do the other research engines).
Merely by adding new content regularly, your site rises in search rankings.
How a search engine results web page, or SERP, works is a complex topic that we have covered elsewhere.
But the short version is this: Google wants to deliver the best answers to people. Rarely is that best answer on a site that hasn’t already been updated in four years.
That said, pleasing Google is only one part of the equation. Additionally you need to please your actual human audience.
And that human audience, because it happens, also likes fresh content.
Think about it: are you experiencing any reason to visit a website that hasn’t added everything new since last week?
Not every business website wants or even needs visitors to return frequently. But if you’re selling something directly, you definitely do.
Running a blog ( if you do this well ) produces regular, meaningful, interesting articles for your readers, giving them another reason to come back.
Turn searchers in to prospects and leads
It is common to talk about the primary objective of blogging as boosting page views and site visits.
Yet what you’re really after are leads and clients, not just random visits.
When you target your blog posts effectively, you don’t just draw in random internet people. You draw in people who are strong prospects, with the intent of turning them into customers.
Here’s an example. Say you’re a lawn care company, and you decide you want to boost web traffic, so you create a company blog.
You brainstorm concerning the kinds of questions or complications your ideal customer may have, and from there, you switch some of these into blog posts.
You don’t blog about motorcycles, politics, or pizza.
You blog about things closely tied to your industry , and you focus on answering questions your perfect customer might have.
Done properly, blogging turns searchers straight into prospects, leads, and even customers.
Blogging provides great soft sales opportunities
Again, companies vary pretty widely in how they use their blogs.
But the vast majority of blogging businesses use a minimum of some posts for smooth sales, and this is a very wise tactic.
Many efficient blog posts end with some kind of call to action.
The best of these are tied carefully to the search intent at the rear of the blog post and also link directly to something you market, offer, or do.
Let’s go back to your hypothetical lawn care business. Maybe you produce a blog post that answers the particular query “why is my lawn turning brown? ”.
Given what you do for a living, you probably already know five or six reasons this could happen. Put them into the blog post in order to provide value and create authority.
Of course , some of the factors of this blog are going to be factors the searchers can consider themselves. But others ought to be services your company offers.
So , for the call to action, bring it back to your business , positioning your company as the solution to the particular searcher’s problem.
That’s a soft sale: you provided real value to the searcher, and you’re also in a position to sell your services because the ultimate solution.
Are ALL Weblogs Relevant?
Blogging remains highly relevant for companies, but not all blogging is certainly equally effective.
Some businesses see results from their running a blog efforts (organic search visitors, lead generation , SERP improvements, and so on).
But other companies are not reaping these benefits a lot if at all.
Obviously, you wish to be in the first category, not really the second. And if you already know that you’re not getting results from your blogging efforts, it’s time to make a change.
Fortunately, the reasons why blogging works for some and not for others are not secret.
1 . You Need to Understand SEO Fundamentals
First, for your blogging to become as effective as it can be, you need to understand at least the basics of Search Engine Optimization (SEO).
Of course , the more you know, the better. But even understanding some fundamental principles may take your blog from disappointing in order to performing.
We’ve created several other posts that explore SEO basics, both in general as well as for B2B SEO . We won’t do it again all that content here, but we’ll toss out a few good examples.
First, search intent
Search engines doesn’t care about your business, in a way. It cares about precisely resolving search intent.
In case a searcher asks that issue about brown spots on the lawn, they don’t wish an article about cherry tomatoes or unicycles.
Additionally they don’t want an article that will casually mentions brown spots on a lawn and then veers off in an unrelated direction.
They definitely don’t would like an article on brown skin spots, brown spots on bananas, dog breeds with brown-spotted fur, or anything else brown-spot-related that doesn’t have to do with their lawn.
They want a write-up that clearly, authoritatively clarifies why they may be dealing with brown spots on the lawn.
Your own writing needs to be strategic in which keywords it uses, including semantically related phrases.
In the brown spots article, “brown spots” would certainly be the target key phrase.
Semantically related terms could include the long-tail phrase “why does my yard have brown spots” or even “how to fix brown areas in my lawn” — these are how Google might differentiate people looking for dog articles vs . lawn content.
Various other important keywords might include, well, whatever the top three to four causes of brown spots are often ( hey, we are content people, not yard specialists ).
Honestly, this can get very complicated, but you don’t necessarily have to dive into that complexity.
If you write a write-up that is genuinely high in quality and that stays focused on your primary keyword, you’ll naturally pick up enough of the semantically related words and phrases usually.
2 . You Need to Measure Your Blogging Results
To learn whether your blog is creating a difference, you need to measure your own blogging results.
- Are you getting organic traffic ?
- What’s your click-through rate for CTAs on your posts?
- How well are you ranking for your most important key phrases?
Your measurements can reveal a lot about what’s working and what isn’t.
They can become a great starting point for a conversation with an outside agency or partner.
How Can You Update Your website?
If your blog efforts are usually faltering — or just aren’t delivering the results you’re seeking — perhaps it’s time to make some updates.
So try out these five strategies to renew your blog:
Increase authority via length
Google increasingly favors pages with authority.
This can mean a lot of things, some of which are hard to control as being a writer or content strategist.
But two things you can control: length and quality. We’ll start with length.
Google unquestionably favors longer-form content.
Just how long exactly depends on the topic and exactly what the competition is doing. But in many industries, 500-word blog posts just aren’t cutting it anymore.
Increase authority via quality
High quality is the other authority element you can directly control.
Google’s algorithms are innovative enough now to tell the well-written post from a badly written one.
Make sure to write with flawless grammar , and vary your vocabulary and sentence length.
Write for thoughts
Ranking well on Google could be highly complicated. But not if you get a snippet .
Google’s current incarnation of search results often areas a snippet, a package right in the search results that will pulls in a definition, a listing of instructions, or some other targeted answer to the query.
Do this out with some searches to see what we mean. Often , the snippet will be a straightforward description, or a bulleted or designated list.
Think about the actual snippet for your keyword would probably look like , then write the best one.
Whenever you can capture a snippet, you’ll shoot to the top of the search engine results.
Visuals and video
That is better: a great text-only article, or that same article, enhanced with visuals plus video?
You know the answer, and so do the search engines.
As much as your budget allows , consist of strategic visuals and even video in your posts.
Use a advertising management system to keep every thing straight
The more you invest in your blog, the harder this gets to keep all your content straight.
You’ll be assigning pieces to various resources, making a content calendar, and a lot more. You will need the right tool to keep almost everything organized.
Stone Studio , for instance , is a top-of-class marketing administration solution that combines the very best of project management plus collaboration into one content-focused tool.
If you don’t have a solution in place yet, check out what Rock and roll Studio can do for you.
Wrap Up: Blogging is Far From Lifeless
In fact , it doesn’t also show any signs of slowing.
It continues to be a vital strategy for businesses of sizes in all kinds of industrial sectors for the numerous reasons we’ve discussed here.
Want to know more about blog development with the most widely-used content management system in the world?
Take a deeper dive with our WordPress Manual for Corporate Blogs !