The New York Times announced earlier this year that it would be eliminating several blogs. Check out this great opinion piece by Margaret Sullivan to learn more. Since the announcement, a lot of questions have been posed about the effectiveness and relevance of blogging in a modern marketplace. Many complain that the internet is saturated with lack-luster content. Others suggest that there are more advanced ways to share information. Both of those arguments may be true, but what does that mean for you, a business owner and potential blogger? Should you abandon the blogging ship? And if blogging is dead, isn’t it ironic that I (and other bloggers) are blogging about it?
Judging by that last question, you can likely tell where I am going with this already, but I think it would be helpful to explore some specifics...
What is a blog?
In its most literal sense, a blog is a “container” or “platform” for content. For example, Rooted ID has a “blog” called Food For Thought, where staff members (“bloggers”) regularly publish new content (“blog posts”).
The terms “blog” and “blogging” have been used so much in recent years, that they have started to take on new meanings. We use these terms more loosely to describe a style of writing (casual and conversational) or the type of content that is being shared (educational and informative).
Are blogs an effective marketing tool?
The benefits of blogging have historically been twofold:
- Sharing information is a value add for your clients and customers. If they find your content to be particularly enjoyable or informative, they may be willing to share it with others (via links, email and social media).
- Content that contains popular keywords and phrases may help to improve your Google rankings.
Why is the New York Times eliminating blogs?
The New York Times is in the business of writing articles. At some point along the way they jumped on the blogging bandwagon as a means to share current information about specific topics. They had quite a few blogs (some with large, loyal followings), but they have opted to eliminate some and consolidate others. There is much discussion as to why, but it has a lot to do with resource management and eliminating redundant content. I suppose the publication saw no need to maintain an active sports blog in addition to sports articles. Remember, a blog is just the container. Blog-like content can be posted or shared in any number of ways.
The Blogging Verdict
If your business has a blog (or would like to start one), don’t pull the plug just yet! Content creation is extremely important in the SEO game, and a blog is still a perfectly useful tool for sharing content.
Should blogging play a part in your marketing strategy? Every business is different, so let’s get to know one another! Email Kendall@RootedID.com to schedule a complimentary call.