Blogs are one of those things that, when done right, can help you stand out from the competition. If you clicked over to this one, then it’s working — blogs are not dead, no need to keep reading, you’re welcome. Seriously though, it’s either because you have a blog and want to know if you should keep it going or you’ve been hearing a lot about them and are curious. Either way, thanks for clicking through! When it comes to owning and populating a blog, you can look at it from a couple of perspectives. One, you have an audience that is tapped into your product or service and sees value in your writings or, two, you’re trying to build an audience and share your perspective through different resources. Now, of course, in many cases blogs are opinion pieces that provide a healthy dose of relevant content to your readers. You want them walking away having learned something and, if you’ve done a good enough job, you’ve just planted a bug that’ll make them come back wanting more.
What is a blog?
Google defines a blog as “a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.” Not much more to it than that. Where it can come in handy for you and your business is the overwhelming Search Engine Optimization (SEO) opportunities it creates. The more relevant content you put out in your niche market, the more opportunities you are giving people to find your website and, subsequently, your content or product online.
Here’s an Example
You’re a concert promoter and you’re bringing 30 Seconds To Mars to town and need to get the word out there. Yes, you can get on social media and use radio ads and many other digital platforms, sure. But, follow along for a minute, you print off 5000 posters and you and your street team spend the next week plastering them all around town. You hit up various coffee shops, the library, the local high school, wherever. At the end of the week, you’ve distributed all the posters and people start to see them — maybe they tell a friend. Maybe they take a picture of the poster and post it to Instagram stories, whatever they do you’ve just created an opportunity for your content to be shared not just 5000 times but an unlimited amount of times and the more of it you put out there the better chance you have of reaching fans of 30 Seconds To Mars and filling up your concert venue. This is basically how SEO works. Though some would argue that the process can be a bit slow, the results are a huge payoff.
Okay, What is SEO again?
Our friends over at Moz define Search Engine Optimization (SEO) as the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Get it? Got it? Good! More on that in a later post.
But, Aren’t Blogs On the Way Out?
In some arenas, you’ll find people that tell you that blogs don’t work anymore. They’ll even go as far as saying that content marketing is a waste of time — we would disagree. Here’s a test, go to Bestbuy.ca and check out their blog. Why would a big box consumer tech store have a blog? Why would their readers be interested in reading a blog? Aren’t they there for TVs and computers? Why would Starbucks have a blog? It’s not as though people are jonesing for their java and the latest issue of “Starbucks weekly”. You need to think of SEO as a strategy to attach to your current marketing plan, whatever that may be. Without it, you’ll find that the other very big fish in the sea will begin to overshadow you and your product and will eventually swallow you whole. Staying competitive by providing people with content they are already searching for is a sure fire way to rank on Google and come up in popular searches.
Here’s the Bottom Line
Blogs are most definitely not dead. Whether you blog for a living or are a company with a product or service to sell, there is so much to be gained from having a blog but it all depends on how you use it. Staying consistent with a posting schedule is the key to a rock solid strategy and if there’s one thing that Google loves, it’s consistency. Do yourself a favour and get writing. If you find you need some help, you know where to find us!