Long gone are the days when the blog was considered a simple publication tool, used by novices of all kinds. From a diary, the blog has transformed over time to become a strategic tool in the hands of businesses and professionals. However, for some time now, it has been said that the blog is living its last moments, that it has decreased in efficiency. Some have even claimed that he is already dead … Is that true?
Blogging today is no longer the preserve of bloggers looking to share the passion of their hobby. It has become a tool used by large corporations and professionals from various sectors. The 2000-2008 period in particular marked the peak of blogging by passion to make way for blogging by interest part of a business logic. Over time, and the web being what it is (this vast agora where everything is allowed), pseudo-experts, specialists and other detractors have risen to advance sometimes erroneous figures. They put forward the idea that the blog is no longer useful, that it is outdated, obsolete, and that it is no longer worth anything.
What are the reasons behind this idea?
- Readers’ attention is falling. They are taken over by trendy online services and read less and less. Even more, they no longer like to read;
- The video is getting bigger and bigger because it is fun and explanatory. People therefore prefer to watch it instead of reading;
- Video platforms are multiplying (YouTube, Vimeo, Daylimotion, Netflix) and attracting huge traffic;
- Vlogs (video blog) are developing at high speed with the advantage of posting short videos, generally of one or two minutes, which Internet users appreciate;
- Social networks, especially the latest arrivals (Snapchat, Instagram, Pinterest and Periscope), are capturing the attention of internet users and traditional media. Users spend more time there every day. For example, on Facebook, Internet users spend an hour on average per day. As a result, they don’t have enough time for other platforms.
However, despite all these figures and predictions, despite all the obstacles, the blog has not yet said its last word. He is there, still standing. It is and remains a strategic tool for professionals, and statistics prove it. For example, companies that blog receive more leads than those that don’t.
On the other hand, those who use a blog have more inbound links than those who do not.
Using the Blog in Your Strategy Has Several Benefits
- It demonstrates your expertise : very important when you have services for sale based on your skills;
- It retains your visitors: the more you produce relevant content, adapted to your audience, the more the latter will come back to ask you for others;
- It allows you to acquire the contacts (telephone and email numbers) of your prospects: very important to relaunch your prospects afterwards and maintain privileged links with them;
- It increases your sales thanks to regular and growing traffic in terms of regular and new visitors.
The history of the media teaches us that no media has ever completely chased another, because each of them has its specificities.
For example :
- Television has not killed cinemas;
- E-books did not kill the paper edition;
- Streaming has not done away with the distribution of DVDs;
- The Internet has not killed television;
- The Internet newspaper has not yet managed to bury the paper newspaper.
Yes, new tools are appearing. They are trendy and surpass previous ones in many ways, but each of them has its user base, strengths and weaknesses.
There is one thing to understand: it is not the tool per se that is most important, but it is the use that is made of it that determines its success.
However, most of those who confess to the death of the blog are people who believed that the tool in itself was enough. They have heard the benefits of the blog, and after using it for a few months, they do not see the expected success: it is a failure. As a result, they quickly blamed the ineffectiveness of the blog.
But they forgot one thing: launching a blog for its activity is a business in its own right. It’s a project, a bit like building a house. Bases must be set up to build its foundation and hope for success.
The basics to launch your blog
Choose your objective
What do you want to achieve? Does this improve your branding? Generate traffic? Build loyalty with your visitors? Recruit new customers? Improve your visibility? It’s important that you really know what you’ll be doing with your blog so that you don’t do anything.
Determine your audience
Who are you targeting? Here, it’s about determining which segment you intend to reach. Is it your current customers or those who are not yet your customers? Who are they ? What are they doing online? Where are they most present on the web?
Find their problem and provide answers
You must know the difficulties that your target encounters on the Internet in order to provide precise answers. Is there an unmet need? Can you improve something to help it?
Develop an editorial strategy
The editorial strategy will allow you to define the way in which you will create, classify and implement your content. It should specify:
- The types of content to use : articles, videos, PDF guides, powerpoint slides…;
- The frequency of publication : how many times to publish per week or per month;
- Managing strategic keywords related to your activity : on which words do you intend to make discover your activity or make yourself known?
Without promotion, nobody will know that you have started a blog and created good content. You have to be proactive at this level. So take the lead and use:
- Social networks : Facebook, Twitter, Linkedin… everything that matches your audience;
- Email marketing: Use it to notify your readers that you have created something great and useful for them;
- Guest blogging or guest article: This is about participating in other blogs by writing content and where you have checked beforehand that your target is there;
- The advertisement : By putting a little money in the ad, you’ll get your blog out there faster. For example, using Facebook advertising, you can invest a dollar a day to sponsor your best articles that are best shared and appreciated.
Optimize your articles
You should make your blog visible on search engines by trying to optimize your articles. When writing your article, remember to properly position the keyword in your content, particularly in the introduction, the title and the sub-titles. Use the tags H1, H2, H3, Hn to tell Google that the titles matter and put your keyword there.
Have a technical basis
Choose a good theme, in addition to responsive design (which displays well on mobile devices).
Take pro and fast hosting
Only install the most important and essential plugins for your blog. Otherwise you will end up with a plethora of plugins that will overload and slow down your blog like a liner.
Integrate email marketing
With email marketing, you make sure you no longer depend on Google completely. You will have healthy relationships with your readers and can convert them into prospects and then customers over time.
Set up an email capture system
Think of a landing page to collect the contact details of your visitors in exchange for a free product to download. And why not install pop-ups to encourage readers to leave their mail? You must put all your efforts into it to collect the e-mail addresses of your visitors.
Create great content
It’s one thing to start a blog, but it’s another thing to put good content on it, which makes relevant and useful content strong. Which one will you put there? Mediocre, worthless content or content that provides a concrete answer to your readers and helps them solve their problem? Create great content and you will be successful with your blog. If you do not have the time or the necessary skills, you can call on professionals who know their trade and who will not be long in supporting you. For this, freelancers exist that you can contact at any time.
Have a human resource to run your blog permanently
Managing a blog is like being the captain of a boat: you always have to be in the crank. To be successful, a blog requires an enormous amount of time: updating plugins, writing content, managing the newsletter, moderating comments, etc. And to make sure it works, you have to dedicate a person to that, because I doubt that you have time to do everything at the same time. If you don’t have an internal resource, a freelance provider can do it very well.
I know, reading all of this sounds huge, but it’s the price you have to pay for a successful blog. And perhaps that is the reason why those who are disappointed with the blog cry out for his death, because they did not know or wanted to meet these requirements.
The blog is not yet dead, no offense to its detractors. Well integrated into your online marketing strategy, your blog will bring you enormous benefits: increasing your visibility, new visitors and customers, increasing your traffic, demonstrating your expertise in your field. We could list more than forty benefits here as the blog is so magical when it is well thought out and thought through.
So don’t believe all the disappointed critics who castigate him. Use your blog in the best way and you will tell me new ones.
Now it’s your turn. Do you already have a blog? If so, how do you manage it on a daily basis? I await your answers in the comments section 🙂
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