Is Blogging Still Worth It?

With the rise of social media, live video, podcasts, and other digital marketing trends, it’s easy to feel as if blogging has fallen behind. But even in a world where there are “sexier” options, blogging still has a place at the table.

Blogging benefits

Blogging has been around since the dawn of the internet. And while it has seen some evolution over the years, it has remained largely the same. Other trends came and went, yet the blog continued to serve as the backbone of any legitimate digital content strategy. Even in 2021, when there are plenty of other ways to create content, blogging continues to bring many benefits. This includes:

  • SEO. Most commercial websites have no chance of ranking on the first page of Google for major search terms. And in 9 out of 10 situations, it’s because they don’t have content. They have a home page, about us page, a contact page and maybe a couple of product pages – that’s it! By creating a blog where you regularly publish rich content filled with the keywords and natural language your customers use, your website instantly becomes more stable for search algorithms and increases your chances of ranking.
  • Customer education. A blog gives you an opportunity to educate your customers about complex topics, technical components, or big issues that occur in their lives and/or your industry. It’s a simple and organic way to educate without pretense.
  • lead generation. A blog is an excellent tool for generating leads. You can use it as an entry point to the website and then get people to sign up via a subscription form attached to a key magnet.
  • liquefaction; Although it won’t happen right away, you can actually get to a point where you can monetize your blog through ads. You probably won’t get rich, but you may eventually earn enough from your blog to offset your content creation costs.
  • Power. The blog is an excellent salad builder. Although it is easy to launch a blog, people consider it a status symbol. Much like writing a book or a podcast, writing for a blog gives you that level of authority that people respect.
  • skill development. Starting, managing, and growing your blog will require wearing a bunch of different hats (at least initially). Through this process, you will acquire and refine a number of valuable skills that can be used in other areas of marketing and business. This includes things like keyword research, basic SEO, WordPress, writing conversion scripts, and conversion lead paths.
  • discipline. Blogging does not generate results overnight. It’s something you have to stick with for months and years. And in a world defined and guided by instant gratification, there is something to be said for developing discipline.

When you add all these benefits together, the power of blogging becomes apparent. No matter what year in the calendar, blogging will continue to bring great benefits to those who commit to doing it the right way.

How to start a (successful) blog

Starting a blog is not as difficult as some think. All it takes is some planning, discipline and consistency. Here are some other helpful tips:

1. Don’t get stuck

Most people would think of starting a blog and then getting bogged down in the details before they turn their dream into reality. While it is true that there are a number of steps required to successfully create and run a blog, you should not be so caught up in the details that you forget the big picture.

Your blog name, CMS, blog hosting, and theme are all important. However, you don’t need to spend weeks crafting these details. Once you reach 80%, take action. You can always go back and fill in the blanks later. And most importantly, put yourself out there. The sooner you do this, the better. Progress is much more important than perfection.

2. Use the cornerstone strategy

There are dozens of popular blogging strategies, but the cornerstone approach is one of the best options if you’re just starting out.

With a cornerstone strategy, you can create three or four very high-quality pieces of content that take a high-level view of the main themes/pain points in your niche. (These are often called cornerstone posts or column posts.) These will be the most persistent pieces of content on your site. It’s all about these posts (including SEO and backlink strategies).

Once you’ve created your cornerstone pieces, you’ll want to spread out and create relevant themes centered around each cornerstone piece. For example, if your primary topic is about buying a home, your blog posts (which are shorter) will focus on topics such as how to find a real estate agent, what to look for in an inspection, tips for packing, the most important things to do before closing, etc. Besides, each of these posts are related to the core, thus feeding SEO juice and traffic to the most important posts.

3. Understand your audience

Every successful blog on the Internet is about the reader. And you can’t develop high-quality content if you don’t understand who your audience is. So before creating a single piece of content, you should take the time to understand who your reader is at the micro level.

The best way to understand a reader is to develop reader personalities. These are basically one-page documents that explain who the customer is on an intimate level. It deals with demographic information, financial information, buying behaviors, hobbies, interests, background, family life, etc.

Most blogs have between two to five different readership personalities. Be as accurate with each of them as possible. When you start writing a new post, make sure you know the characters you’re writing to.

4. Make it visible

People are visual learners. The brain is more efficient at processing visual content than text. Thus, if you want your blog to be as attractive and memorable as possible, you should look for ways to make each post as aesthetically pleasing as possible.

There are plenty of easy options for creating visual content. This includes infographics, charts, images, memes, gifs, charts, and videos. And thanks to easy-to-use tools like Canva, anyone can develop rich blog visuals without much experience.

5. Divide your content

Anyone who tells you that you can brainstorm, write and publish quality content in less than an hour is lying to you. It takes a long time to produce good content. So once he’s finally turned on, you need to be as resourceful with him as possible. This is where the concept of division comes into play.

Content segmentation is where you take a blog post and reformat it into other pieces of content that can be shared on different media. For example, a 1,500-word blog post could theoretically be turned into dozens of social media posts, a bunch of graphics, a Facebook live video, a podcast episode, and an email thread. And since you already have the content written, it won’t take long to produce these scattered pieces.

6. Study and repetition

Keep your head low for the first 120 days. Produce as much quality content as possible and don’t look for it for a second. Then, over the next 120 days, start studying what works, what doesn’t, and where you can improve. Then for the next 120 days, apply what you learned and let your blog evolve.

If you adopt this one-year roadmap, you’ll be looking in 365 days, and your blog will be better than most of your peers.

Buckle up and get blogging

Blogging will not provide the short boost of engagement that a viral social media post might provide. And it probably won’t bring you any return in the short term, like a PPC advertising strategy.

However, when zoomed out and viewed in the long run, blogging has the potential to produce a better ROI than both combined. As long as you maintain the right perspective and stick to consistency, good things will happen.

Photo: Depositphotos

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