With the quick rise of video, many marketers and small businesses have started questioning whether blogging is taking a back seat to vlogging (video blogging) and other video content. Is blogging relevant as an inbound content marketing source?
Blogging is Relevant
We’d say “duh,” but if we have to write an article about it, it might not be as apparent as we think.
Here’s our insight on why we know that blogging is still a strong tactic.
1 – Guest Blogging Is Still a Crucial Ingredient of an SEO Strategy
Guest blogging is an ethical, legitimate way to get backlinks and increase your brand presence. Kinda like online business cards, in a sense. Networking with related professionals is a valuable long-term strategy, and guest blogging is one way to make that point of contact (especially with an influencer with more clout than you).
2 – Most Short Content is Actually Microblogging
Right now, longform blog content rules the roost (cockadoodle doo) when it comes to written digital media. Back in the day, you could get by with some 300-word blog posts. It’s easy to think that short posts are irrelevant now, but they’re not. All that space YouTube gives you; the expanded Twitter letter count; the long Facebook posts getting shared—most of these are basically short-form blog posts.
They accomplish the following:
- Call out a problem
- Expand upon the problem
- Pose a solution
- Inspire the reader to take action
While longform blogging is effective, not every topic needs a mountain of information (especially not on a social media post). So what are you waiting for? Start microblogging!
3 – Blogging Promotes Whitepapers, Books, and Other Lead Magnets
Your future customers may not mind giving their email address to you in exchange for a blog magnet such as a whitepaper, but how will they find out about that useful whitepaper? Similarly, people might want to buy or read about your book, but beyond an optimized Amazon page, how are they going to find out about it?
You guessed it: blogging is the answer—blogging about it on your site, posting a teaser, and getting others to blog all about your materials. You need to rank for the search terms relevant to your product, service, and lead magnets. Blogging is still your key to making that magic happen.
4 – Blogging Is Cost Effective
Blogging is often a long term inbound content strategy, but it’s a lucrative one—inbound content tends to convert if you’ve worked with a professional regarding your SEO and content strategy. Most inbound content:
- Inspires your readers to take action
- Is evergreen—it’s continually relevant
- Can be repurposed and updated to keep your site, image, and ranking fresh
Compare this to purchasing a Facebook ad. It runs for a limited amount of time, and its conversion rate is dubious. Versus this method of advertising, inbound content is likely a more lucrative investment for your business.
That’s a pretty good value, right? Heck yeah it is.
5 – Blogging Still Converts
As a business owner, you likely have multiple conversion goals. You want your readers to:
- Contact you directly
- Investigate your products and services on your website further
- Visit you in person (if you have a brick and mortar business)
- Subscribe to your newsletter
- Make a purchase
- Follow you on social media
Blogging is essential to making that happen. With compelling calls to action at the end of your text, readers can feel inspired and emotionally invested.
6 – Blogs Are Skimmable
Have you ever tried to skim a video? It’s not exactly easy, even when the content producer has used highlight points or links to specific timestamps. Blogs have a sexy advantage there: with a simple Control+F (or Command+F if they’re using a Mac), they can search for the part of your blog post most relevant to their needs. Thank. Goodness.
7 – Blogs Get Featured Snippets
Do you want to rank above other content in a visually appealing way? Blogs are still the best way to do that because Google typically creates the all powerful featured snippets based on them. Your best chance of being featured as a snippet still involves creating blog content that clearly, thoroughly, and accurately summarizes the answer to an important question, and then provides additional detail.
8 – As Fresh Content, Blogging Indexes Quickly
You know how it is about habits: they’re easy to repeat. The Google algorithm is a bit people-like in that aspect. It gets in the habit of crawling your site, finding fresh content, and (hopefully) ranking you in the search results. Pretty nice, right?
The best way to keep Google oh-so-wonderfully addicted to your content is to produce blogs and to do so regularly. We recommend at least one blog per week to stay on Google’s radar, but ultimately, quality tops quantity every time.
This is also vital because if you create newsworthy content, you can submit your content to Google News (which has stringent guidelines).
9 – Video Promotion Needs Blogging
One of the best ways to get your YouTube video seen still involves inbound content marketing in the form of blogging. Videos are hot, and while YouTube indexes in the SERPs (search engine results pages), you can get more eyes on it by making a related blog post and embedding the video. This can also significantly increase the time a user spends on your website or blog, which is a positive ranking factor for Google’s algorithm. Think about it: if they’re reading your blog and watching the related video embedded on your page, they’ll stick around for a while.
Additionally, transcription becomes an integral part of blogging when we talk about video. An easy way to get content: transcribe the video (which should include your keywords) and then make a keyword-focused summary surrounding the content. Don’t forget to include relevant meta tags and titles.
Tip: Looking for inexpensive, accurate transcription? You can use rev.com. We recommend checking the transcription (you can also reach out to us if you need editing on transcriptions) and then writing the video summary yourself. Nah, not an ad. We just like them.
10 – Blogging is Branding
The general consumer respects blogging as a means of branding. Big brands, after all, have blogs. If you don’t have one, what does that say about your thought leadership? Even if you’ve done a hundred TED talks, your brand needs a blog to appear knowledgeable.
11 – Blogging Makes Books
Are you one of the many business owners and influencers interested in writing a book? It’s a landmark achievement many businesspeople aspire to, but few achieve—and why? The prospect of sitting down and writing a book is extremely daunting.
If you create a content plan for your blog and blog as little as once per week, you could have a full business book in half a year by simply combining your blog posts and writing an intro. Make your dream of publishing a business book come true one chapter at a time with your blog.
12 – Blogs Inform Social Media Posts
What do you post about on social media? It’s great to curate others’ content, but ultimately, you want to lead your audience to your website so they’ll investigate your products and services and give you a call. The capstone of a useful blog post is a social media post promoting it—and if you’re using a tool like Social Jukebox, HootSuite, CoSchedule, or Buffer, it’s easy to re-share your evergreen blog posts every so often, providing useful content to your fans and followers.
Make Us Your Inbound
If you’re ready to rock harder and take your inbound content strategy to the next level? We’re ready to help you with some of that ever-so-relevant blogging and, of course, SEO. Reach out to us today to get started. Let’s dominate.