Marketing experts these days recommend incorporating video into your marketing program for a very good reason. Millennials, the new go-to demographic, love this communication channel. Videos are also an excellent way to increase your Google authority, helping you show up in search engines. Pay-per-Click (PPC) is another hot marketing trend. Google is making a stunning $100M/day from Google Adwords—which means that millions of people around the globe are using PPC to help grow their businesses.
The question inevitably surfaces: Is blogging still necessary?
With the hype around sexier marketing trends like video and PPC, you may be wondering if you still need to be blogging. The answer is a resounding “yes”. Blogging is and will remain an essential strategy for reaching your audience. A few stats from Hubspot:
- You have a 434% higher chance of being ranked highly on search engines if you feature a blog.
- Businesses using blogs as part of their content-marketing mixget 67% more leads than those who don’t.
More reasons to keep writing and posting high-quality blogs to your website
- Blogging is still the most critical content marketing tactic for 2018. In a recent content marketing survey, 52% of respondents agreed that blogging is their most critical content-marketing tactic, followed by email newsletters (40%), social-media content (40%), then ebooks, in-person events, and webinars. Only 30% of respondents considered video to be vital.
- Blogging—not video–is the place to provide in-depth information. Long-form content (2,000 words or more) performs systematically well. Forget the trend towards minimalism. To rank well in search engines, a page should be at least 300 words. My rule of thumb: Provide enough information to answer your clients’ questions; frontload information so that the reader is getting the most important information in the first paragraph.
- People trust blogs. Think of your blog as your very own platform. This is where you can create your online personality. It’s here where you can differentiate yourself.
- Blogging drives web traffic. I love this one: The SEO industry couldn’t survive without words. Your blog is where your words go. One more thing: Your website’s landing pages should also be at least 300 words. More is great, but 300 words is the target.
- Blogging spurs inbound links. Companies whoblog receive 97% more links to their website than those who don’t.
- Effectiveness. An estimated55% of bloggers report that they get positive results from blogging.
- Blogs have evolved. Today’s readers expect transparent storytelling and great, accessible content. Avoid promotion; provide information that helps people do their jobs. Keep it lively, and don’t be afraid to share your opinions.
- Your blog works in tandem with social media. Without a blog to promote on social, you’re missing an opportunity to drive high-quality engagement.
Having trouble committing to a blog?
Create an editorial calendar and line up topics a few months in advance. Calendar time each week to write. Don’t be afraid to steal ideas.