Blogging? What is this, 2006?
Marketing experts certainly have a lot to say about using video. TikTok set the stage with ONLY video content. Other platforms, like Instagram, are prioritizing video in their algorithm.
Thought leaders are putting down their pens and picking up their microphones, with podcasts and YouTube channels.
Is there still a place for blogging in content marketing?
Obviously, I think so. (It's kind of my job...)
But here are three reasons why I believe that WRITTEN content has its place in today's savvy marketing strategy.
If you already agree and want to add written content to your marketing strategy, we really should talk. Click here to book a call and we can dig deeper into your specific content needs.
1. Google Needs Text
This is a biggie. Google does not crawl videos. SEO (search engine optimization) only works when there is enough content for Google to look at.
Google's algorithm then determines if your content has value and how it should rank for different keywords.
2. People are Still Reading
You want to focus on the parts of your business that will work and the stats show that people are still reading blogs.
A couple of statistics to blow your mind:
Also...you're reading this, so it kind of proves the point, doesn't it?
3. Blogging Allows You To Tell Your Story and Build Trust
Anyone can say that they are an expert in something. However, have you ever heard someone try to bluff their way through a longer conversation?
The longer that they say a lot (but don't actually say anything) the clearer it is that they have no idea what they're talking about.
Blogging is your way of proving that you are in your zone of genius. The more relevant, well-written content that you produce that clearly demonstrates your authority, the more your target audience will respect your position within the industry.
Blogging allows people to build trust in you by showing, over time, that you are their go-to person in your field. Snappy web copy isn't going to do that, and neither are short videos.
Additionally, blogging allows you to show your personality and your unique brand voice in a way that other parts of your website cannot. Other pages on your website are really there to give information and will not necessarily fully show your passion for what you do.
However, regular articles can show who YOU are. They can share your journey and how you arrived at where you are today.
However, blogging has changed...
A lot has changed in the past 10 years. SEO alone has evolved to the point where Google can tell if you're trying to stuff keywords into your text and will penalize you for it.
As well, video does have its place so it is a good idea to incorporate those into your blogs to appeal to the readers and the watchers!
Additionally, it's less about having a blog as it is about your positioning and strategy. What kind of blog articles are you producing? Are you getting them in front of the right audience? Are you filling a calendar or are you using the power of words to make progress on your big business goals?
That is why blogging is just one piece of a larger picture - content strategy.
If you want to kickstart your content planning, you're going to love my workshop on September 14. We're going to give you the tools and resources that you need to kickstart your planning. You'll walk away with an outline of your calendar for the next quarter and ideas to start writing! Click here to register.