Does anyone blog in 2017?
A decade ago blogging became all the rage for businesses and entrepreneurs who needed to drive traffic to their website for more exposure and more business. A lot has changed in the marketing world since then, and many practices have evolved or been discarded in the process.
In the modern marketing world, is your blog still an appropriate tool for driving business? In a word, yes. To put a finer point on it, it matters, even more, today more than it did back then. You can take me at my word and leave it at that, or you can read on to see exactly why this is the case.
Content is Still King
To paraphrase an old saying, when SEO was a child it acted like a child. But now it’s all grown up. A decade ago you could write a blog that was, to be honest, pure drivel. As long as it was stuffed with the right keywords, it could be poorly written and provide almost zero helpful information, but Google would still find it and help drive your results higher.
Many iterations and algorithms later, that same worthless content stuffed with keywords now hurts your search standings. Today content marketing – providing well written and truly helpful content – is what matters to Google (thank goodness). Keywords are still important, but not nearly as important as quality content. Stuffing keywords awkwardly into sentences just to have them is also detrimental to your search rankings. Add to that the negative impact of previously active strategies such as paid backlinks and other questionable activities, and the result is dull – consistent, quality content does more for your rankings and reputation than almost any other factor. And the best place to house that content is on your blog.
Value, Value, Value
Everything old is new again, and that’s a good thing. In the early days when grandpa had to walk uphill both ways to school and home in snow up to his knees, businesses succeeded by providing value to their customers. Then came the decades of price wars, and whoever could price their products and services the lowest won. Price still matters of course, and it always will, but value is “back in play” again in a big way. In addition to getting a fair price, today’s consumer demands helpful and responsive customer service, perks for loyalty, and many other value-adding extras. One of the least expensive but most effective ways to add value is to give consumers helpful information.
The hardware store that has videos showing how to remove stripped screws or replace a kitchen faucet. The car dealership that provides tips for keeping a vehicle in top condition or get better fuel efficiency. The hotel that highlights local businesses and events will enhance their guests’; stay. So not only should you keep your blog going strong, you should increase it and add to it in whatever ways that add further value to your client base. It’s the least expensive, yet most effective way to give them the value they demand.