Recently, during a free 1-Hour marketing consultation with a potential local offline client regarding SEO factors, the suggestion of implementing a blog in addition to social media marketing efforts was met with potential client’s statement, “According to our IT department, Isn’t Blogging a bit… Outdated?” Of course there are fewer of us traditional bloggers that maintain a frequently updated blog written by one or no more than a few publishers because conventional blogging doesn’t always scale well. Our rebuttal to the client was that implementing a blog could still assist with ranking as content is crawled from blogs and a great way to interact with readers.
Currently in order to scale well means, a blog must drive traffic through social media. Links from other bloggers, collaborating with other bloggers, and having conversation with dedicated readers simply doesn’t deliver the vast numbers that can be obtained through successful Social Media campaigns. People tend to share things their friends will understand, not something that requires a prerequisite of multiple conversational posts being read prior in order to understand. Due to blogging being more conversational in nature, it often lacks the opportunity to go viral.
Blogs encourage interjections into conversation along with thriving off of familiarity whereas, Social Media encourages content to travel by itself. Sure, writing a coherent multi-part tweet maybe more difficult rather than simply writing a 500-word blog post. the trade-off is that a tweet will get seen quicker and by far more people than a blog post but is limited by character limit when attempting to post meaningful content. Ultimately there are going to be pros and cons regarding both blogging and social media.
Modern Blogging standards require content to be stand alone, containing a clear conclusion with supporting paragraphs that focus on the thesis with very little, if any rambling rather than with the expectation that visitors will read every post and continue engaging with every thought of the publisher. Traditional blogging of multi-person blogs typically become choppy in conversation and difficult to follow because the majority of readers don’t follow all the content and conversations tend to be moved first to the comment sections, then shared over to other social media. If you fail to keep content short and focused instead of clear and to the point than casual readers will become distracted by minor side points, and often that is what will be responded to.
It’s not that older marketing practices such as press releases, newsletters, blogging, and more are dead… rather the methods have changed and evolved.