Is it time we all stopped blogging?
I was digging around for industry reports the other day, when I came across this article. It suggested that changing online behaviour and over saturation will lead to the untimely demise of blogging.
I found this pretty darn interesting. As someone operating within the professional blogging scene, I thought it was worth exploring. Why is it happening? What does the blogging industry look like at the moment and how can you swipe yours from the jaws of certain death?
Here’s my two cents…
A snapshot of the current blogging industry
The frequency of posting can be anything from once a day (2.6%), weekly (21.9%) or several times a month (22.7%). The medium has become very turbulant since 2014—fewer people seem to care about frequency and consistency, with posts dwindling in frequency as the blog matures. The average post is roughly 500-1,000 words long, according to 45.9% of bloggers.
Looking outside of of blogger behaviour, companies are turning to blogging as a huge part of their content marketing strategy. A CIM report from last year shows that 93% of businesses used blogging as a content marketing tactic. Almost three quarters of them (74%) said that it would be the most critical channel for content marketing success.
Amateurs love it, companies love it and that can only mean one thing—hella saturation.
Cause of death…
As Gina rightly states in her thought piece, Starting a blog in 2017? Don’t. blogging has become a ‘legitimate side hustle’ that anyone can get in on. Everyone but your granny is blogging and even she probably has a Tumblr account. All this noise makes it hard to stand out from the crowd.
Social networking sites are also named as a suspect in blog’s murder. Quick-view content is a fast and dirty way for people to satisfy their content cravings without having to sit and read an entire blog post.
This old skool, majestic medium just doesn’t have the guns to wrestle attention away from these instant gratifiers.
Before you chuck in the towel, there are some rad reasons to continue blogging on into 2018…
Reasons to blog on in 2018
Sure, there’s a substantial argument to suggest that blogging is lurching about, clutching its throat and looking for a quiet place to die. But critics have been saying that for years.
There’s plenty of evidence which also suggests the contrary. In a 2017 report, it was revealed that 53.9% of bloggers saw success as a direct result of blogging. Winner. This supports the research above, which shows that 73% of non-blogging UK marketers are planning to launch a new initiative in the next 12 months. Almost a third of them (31%) also say that they’ve seen strong early successes and plan to up their game this year.
Shit is kicking off, my friend.
Wait…hold up. Isn’t that what we were just talking about in the last section? Over saturation? Isn’t this just the cause of the problem.
Yeah, bro. But only if you blog like a total wally. Here’s how you can make it work.
How to write a successful blog (and beat the 2018 saturation)
- Quality content
If you’re planning on smashing out a 200 word post and pushing it live on the sly just to boost your SEO, you can stop right there. You’re only adding to the problem. Only good quality content will do you favours in the 2018 blogging climate. This means considered, accurate, well-written posts at a minimum of 500 words.
Add internal and external links, fill out your meta data properly, name and tag your images properly, research your keywords and create a content plan. If you don’t have time, hire a blogger like me to help out. Even if you just need someone to create the content plan for you, make sure you’re taking time to create a high-quality post. Blogging for blogging’s sake won’t help you.
- Be consistent
Bloggers said that the more frequently and consistently they posted, the better the results were (66.7%). The research I quoted further up the page also showed that it’s incredibly common for the frequency of posts to drop off over time. If you want to reach blogging success, you should definitely up your game!
Research what your readers are into and create a content plan filled with posts that are truly useful to them. Get yourself an even mix of product, promotion and engagement-driven posts and stick to it! When you plan ahead, sticking to a schedule is easy.
- Mix your media
The secret to robust readerships is mixing your media. Bloggers found that adding videos and images to their posts snagged them far better dwell times. Add extra images into your posts and mix it up every so often. Can’t hurt, right?
So what’s the main takeaway here? Is blogging dead? Hells no. Not if you’re committed to creating high quality, consistent, relevant content. You can always piggyback on social sites to get extra traffic to the blog and use the blog to create more content for your social channels.
Play it smart and you can easily keep your blog alive.