Originally published May 15, 2020 , updated on October 25, 2023

Attention spans are shortening.

People are getting lazier.

Social media seems to be the only thing people have time for these days.

The popularity of visual content is growing by the second.

And it seems like your feed is filled with memes rather than a good read.

So, is blogging still as relevant as it used to be?

Should you, quite honestly, give a crap about keeping your blog going?

Here, have a truth bomb: YES. YOUR BLOG IS STILL THE KING OF CONTENT.

Your Audience Needs to Be Able to Find You Wherever, Whenever

The digital ecosystem is constantly expanding. As a result, consumers’ expectations are growing daily too. Your audience wants to be able to interact with you on whatever channel they choose, at whatever time suits them. So, while they might encounter you on social media first, they’re probably going to head on over to your website at some point too.

Your business blog is where they’ll go digging for more information. It’s where they’ll decide whether you know what you’re talking about or not. If your last post was added yonks ago, they’ll assume you no longer care enough to a) deliver value and b) maintain your image. Think of your blog as the pageant queen of your website. If you don’t keep adding hairspray, she’s going to start looking pretty disshevelled.

We live in an era where consumers tend to do a little extra research when they need to make a large or long term purchase. Your audience probably doesn’t make these decisions lightly, so you’d better have something good for them to read through when they need it.

Partner with influencers and guest bloggers if you have the chance. It helps to give your content more clout and makes your brand seem more relevant. After all, if other people are willing to invest time in your blog, you must be doing something right.

Your Social Media is a Hungry Beast and it Needs Food

At this point, you need to realise that your business blog and social media efforts are way more than mere roommates. They don’t simply co-exist. Your social media feed is hungry for good content, and there’s no better place to source something your audience can sink their teeth into than your own blog.

Spend some time coming up with seriously juicy blog posts – including images and video whenever possible. Then take what you’ve created and split it into easily digestible, bite-sized pieces that you can roll out on social media. Fresh content keeps your audience interested. And if they want to spend some time scrolling through something longer, they’ll know your blog is the place to go.

Business Blogs Are the Key to Value Transactions

When typing up your new blog posts, you need to realise that there’s a value exchange happening between you and your audience. Readers are exchanging their time (and their “share buttons”) for quality content. Whether your business blog is informative, educational, emotional, uplifting, or inspirational, you need to give people a reason to keep reading.

Your Business Blog Supports Your SEO Strategy

You’ve heard this before. In fact, you’ve probably heard it a hundred times. Your blog exists not only to provide value to your website’s visitors but also to feed the SEO machine. Solid blogging with sound keywords can help your business rank incredibly well from an SEO standpoint.

Now, this doesn’t mean that you should start keyword stuffing indiscriminately. That would make your content unreadable. Ain’t nobody got time for that. If your content pleases your readers, it’ll please the Google gods too.

You Can Involve Your Audience in the Story-Telling Process

People love a good story. We’re all emotional beings, after all. Well, most of us, anyway. And nothing makes a story better than being IN IT.

Use your social media to encourage interaction from your audience. Whether you’re conducting a survey, running a “best photo comp” or whether you’re asking people to share their experiences, chances are at least a few people will bite. Use their stories on your business blog. Feature them. Tag them. Make them feel important. They’ll share your content for sure.

By the next time you ask for social interaction, you’ll probably notice more people on board. Lather, rinse, repeat.

This Time, Peer Pressure Counts for Business Blog

Everyone’s doing it. The blogging bandwagon is a big one. Your competitors are probably out there blogging up a storm. Can you really afford not to do the same?

The key here is to be better in some way. Stand out. Take a refreshing stance.

Are your competitors only blogging about their products/services? Show your audience that you care more about providing valuable information.

Are your competitors blogging up a serious snooze fest? Dig deep and provide something a edgier.

Blog away folks. Blog away good.

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