Is Blogging Still Worth It?
In the late 90s and early 2000s, blogging took the internet world by storm. It opened up the web to people, making it a two way street. People could now voice their opinions and influence others’. It was in 2003 when it became amply clear that blogging had arrived. It was the year when Google bought Blogger and Adsense.
As with every other ‘in-thing’, marketers were not far behind. They realized the immense potential of blogosphere and immediately hopped on the bandwagon for innovative, immersive, ‘web 2.0 marketing’.
However, of late, experts have written off blogging as a viable way of marketing. They give several reasons for that, most of which are actually pertinent.
What the naysayers say about blogging
People have low attention spans than ever before
The age of web 2.0 has meant that we are constantly bombarded with information. That has resulted in really low attention spans in people. A study done by Social Times has found out that our attention span has dropped from 12 minutes to 5 minutes over the last decade. Lower attention spans mean people no longer have the patience to read the long format of writing.
It is the era of mobile content consumption
China alone has 80% of its 617 million internet population on mobile. Mobile internet consumption is bound for really fast growth courtesy smartphones and high speed internet. Experts argue that traditional blogging is not suitable for the mobile format. Instead, microblogging sites like Twitter and Tumblr is where the future is. Numbers say as much. As of 2012, there were 69 billion blogs hosted on Tumblr, compared to 55 million on WordPress.
People are not interested in blogs-
While no comprehensive study has been done so far on number of people who regularly read or follow blogs, experts argue that the number is abysmal. According to a 2005 comScore study, only 30% internet users in the US actually read blogs.
While the arguments given against blogging are substantial, here is
Why blogging is still a viable marketing investment.
Don’t put all your eggs in someone else’s basket
Sure you can use Twitter and Facebook to reach out to your audience. Numbers suggest that is the right thing to do too, since those social networks are top online destinations among people worldwide. However, what if Facebook goes the mySpace way in the future? What if people get tired of Twitter eventually?
By relying on other platforms completely for your marketing efforts, you put yourself at risk of digital sharecropping. Read this awesome Copyblogger post on the threat of digital sharecropping. What it essentially means is that by relying on third party platforms completely for your digital marketing efforts, you are handing over the fate of your business to someone else. By putting blogging in the mix, you mitigate that risk.
It is still a great way to build personalized e-mail lists
You can gather all the Facebook likes in the world, but there is hardly any way to reach out to that audience personally right now. According to Expandedramblings.com , an average Facebook user likes 40 pages, which is a lot. You cannot be really sure that your communication is reaching your Facebook fans. However, when someone signs up on your e-mail list through your blog, you can be sure that he wants to hear from you. Blogging still remains one of the best ways to build an e-mail list.
It is a great way to drive traffic to your website
By hosting a blog on your website and updating it regularly with excellent information, you make sure you drive traffic to your website. Having an active blog is still one of the best search optimization techniques. The jury may still be out on the merits of guest blogging though.