Is blogging dead?

Yesterday we were posed this question by a small business owner. Our short answer, errr absolutely not.

Blogging should be a core foundation of the ‘consideration’ stage and ‘loyalty stage’ of your marketing funnel. Yes, the SEO guys will harp on about blogging’s benefit for being found on Google, but the humble blog post offers so much more.

We know you’re busy, running your business and wearing a million hats. But if you can consistently blog once a month or even better once a week, people will see that your company is ‘alive’. You’re up to things. There is energy, movement, momentum.

It doesn’t have to be techy or long. Don’t bore people to death. Just create something of value and try to avoid the temptation to copy and paste something from AI. People will know. Be authentically you to outstrip your competitors.

Here are some of our favourite reasons we love blogging as a marketing tactic that isn’t all about just SEO:

1. Positions you as the authority: Blogging allows you to demonstrate your expertise in your field. By providing valuable information, you build trust with your audience, positioning you as the key go-to in your business tribe.

   
   

2. Your customers will be into it: Blog posts give you a platform to engage directly with your customers. You can address common questions, share stories, share your experience, and build a community around your brand. Build relationships. It’s nice.

   
   

3. Think of your blog posts as your content foundation stones: once you’ve created one, whip it into a social post, an e-newsletter, a video, a podcast episode, a downloadable guide…you catch our drift.

   
   

4. Here for a long time, not just a good time: Unlike social media posts, which have a short lifespan, blog content can continue to generate interest and enquiries for years. And you can update them, too. They are like your favourite books on your childhood bookshelf. Love and nurture them.

   
   

5. Blog posts help with lead nurturing: personally we think it’s very rare you will get brand-new eyeballs on your biz from a blog post you have written that has magically appeared when they have searched for something on Google . Not to say that can’t happen, but it’s probably quicker and easier to run a Google Ad for the same effect.

   
   

   However, blogging has a warm space in our hearts as it can help convert enquiries into sales. People will check your website out before they do business with you.

   
   

   Be smart with your blog content. Use your blog area as a window into your organisation and answer specific queries or pain points that your potential customers have. Offering solutions through your posts can encourage readers to convert into customers.

Boom! And that’s what it’s all about.

However, your blogging needs a strategy behind it:

- Consistency: Regular posting is key. We like weekly. Monthly also works. But irregular or infrequent posts can harm your credibility. Like consistency turning up late for dates. You’re not going to get your guy/girl doing that.

- Quality over quantity: concentrate on providing value rather than just churning out content. Avoid AI. Otherwise you’re just adding to the online noise. Don’t do it. Naughty.

- Promotion: write your blog. Then get some eyeballs on it. Promote it through social media, email marketing, and other channels. Boost it on socials. Make it work for its money. Do the hustle.

Topic ideas for blog posts that we like:

• New services or products

• Offers or deals

• Collaborations and partnerships

• Supplier profiles

• A day in the life of

• Staff profiles

• Customer profiles

• Responding to industry news

• Company values and USPs

• Education pieces

• Award wins

• Case studies

• Testimonials

• FAQs

• Events you are speaking at, sponsoring or exhibiting at

• Service or product of the month

• Charity initiatives

You heard it here first.

Blogging is still alive and well. It can be a powerful tool for your small business if approached strategically and used mainly at the consideration stage and loyalty stage of your customer journey (we’d bin it off for awareness; use an ad for that).

Like what you see?

Contact our friendly leopards to book in a free 30 minute marketing consultation for your business.