You were about to start blogging for your website but stopped because you heard blogging is dead (again). That statement bears no resemblance to the truth. It is yet another dirty squirt from the marketing shit fountain, spouted by people who hate reading/can’t write/prefer video/think AI is everything/know fuck all about blogging.
Ah, that feels better.
Here’s what we’re covering:
When blogging is dead.
At times, blogging is dead. A blog is deader than a dead thing if you have no time, skill, or money to invest. That’s a deceased blog, that is. It will continue to be bereft of life if you can’t see the value of blogging. These are reasons for a blog ceasing to be.
According to some marketing gurus, blogging is seriously on the way out so as we sorrowfully wait for blogging’s death rattle, prepare your mourning weeds and dig the deepest grave…
Or not. Because, again, the ‘blogging is dead’ statement is absolute bollocks.
Blogging and SEO.
Blogging is NOT dead for SEO. It still counts for organic traffic. Sorry to disappoint the bandwagon-boarding knobheads but for search, blog content is very much alive and kicking. Building a library of considered articles continues to attract visits to your website.
“Let’s suppose, by some woo-woo fuckery (you’ve written amazing meta titles and descriptions), a person, surfing the web (do we ‘surf’ the web anymore?) clicks your blog post. Like a foolish Disney princess, they’ve fallen for your juicy apple. But we’re not lacing the fruit with poison——hell no, we’re dipping it into helpful content. So they take their first bite into said apple (helpful content) and what are they thinking——my, this is crunchy, this is so succulent that it’s dripping down my chin?”
>>Blogging: the long game of client attraction<<
Search traffic is just the beginning.
Blogging and Google go hand in glove but writing web content has tons of upsides. Prioritise articles for organic traffic——do that, we want folks finding us on search engines but that content isn’t for everyone you care about. Prospects who already know about you also need content from your business.
“I’m dangling the carrot which offers enough (free) information to help clients get started——and at the same time hinting at what I know. For many, doing the work I do for themselves, is difficult. They must take time out of their working day (or appoint someone else in their team) to learn——and then action. That’s a long process, and therefore, expensive. It makes much more sense to hire an expert and one who’s demonstrated they’re competent.”
>>Blog for business: 5 reasons why you should<<
The Customer Journey.
Many small/medium businesses are unaware of the benefits of blogging. There’s a reason most larger organisations have their shit together when it comes to web content. That reason is they know blogging helps potential clients throughout the customer journey. Content-savvy companies blog for everyone who comes into contact with their business.
Top-of-the-funnel (TOFU) content.
“Awareness is the first stage of the customer journey. Blog content at this stage outlines who you are, what you do and who you do it for. It’s an introduction to your business for the folks newly acquainted with you.”
>>Blog for business: 5 reasons why you should<<
Brand awareness content is fairly broad so you’re writing for a large audience. These potential customers are looking for ideas and are interested in wide-ranging topics around your business.
These folk aren’t ready to buy because they’re still at the ‘figuring their options out’ stage. Top funnel content has an emphasis on value. That means it’s the kind of content jam-packed with useful information.
Brand awareness spiel is heavily optimised for search traffic. The keywords used are loaded with informational intent——intent to find out more.
The awareness stage encourages prospects to opt in for regular helpful content but next time, you’ll include a sales message.
Middle-of-the-funnel (MOFU) content.
Now prospects are interested, they’re getting warmer. You presume that because they’ve handed over their email address. These folks are looking for a solution. Mid-funnel is the ‘giving value’ content but with more detail about your product or service. You’re still providing useful info but it ends with a CTA offering the solution.
Keywords for MOFU content still lean towards the informational side. Yes, you’re referring to a product/service but the core information remains the giving value kind.
Bottom-of-the-funnel (BOFU) content.
“As clients pass through the awareness stage, their content demands change. They require detailed information——information that helps them make a decision.”
>>Blog for business: 5 reasons why you should<<
BOFU prospects are primed for buying. They avidly read your ‘giving value’ guff and didn’t drop off when you sold to them (coz they want what you got) but they must be certain you’re solution ticks all the boxes. They can never have too much knowledge when they’re about to spend money (hopefully large sums of it). However, these prospects require comparison content, downloadable guides, eBooks, kits, resources, whitepapers, and case studies——specific content about your offering.
You don’t have to SEO your BOFU content. The folks reading it are already in your clutches. And if you’re flogging a service, people searching Google are unlikely to buy from one article, and yet, buy they might so there’s no harm in getting your SEO on. Long-tail keywords, the short phrases people type when they have serious intentions, are a good choice for BOFU articles because they’re often heavy with commercial intent (intent to part with earnings).
Blogging is NOT dead.
Blogging has a shitty reputation because businesses use it as a space to brag about their achievements. They do that when they have no clue how blogging generates revenue. Your web content isn’t for you, it’s for your clients. Content exists to meet the needs of everyone you’re hoping to convert. Blogging is dead? Not even close.
First published, 1st April, 2024.
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