Blogging is Dead and I’m a Double Flusher.
May 12, 2011
Welcome to the 3rd episode of Content Marketing & Merlot, with your hosts, Brody Dorland and Jayme Thomason!
Like what you hear? Leave us a review on iTunes! Special thanks to Cellar & Loft for our wine of the month: Washington State Cabernet Sauvignon from Kiona Vineyards
Blogging is So Over
An interesting article came down the pipe this week that caught our attention. The article titled, “Blogging is So Over”, was written by Rebecca Rolfes, founder of Imagination Publishing. Her article talks about how many of her go-to thought leaders aren’t blogging anymore, but that some organizations are hiring free bloggers by the thousands. “So on the one hand, blogging may be over and on the other, it’s on the rise—but you can’t make any money at it…” she says.
Some bold statements here and we don’t really agree with either. From our vantage point, blogging is more important than ever, and you can absolutely make money through this vital online marketing vehicle. Here are a few considerations:
Your business has to be findable online. Blogging brings major SEO benefits in the form of regular, fresh content that relates to your products or services and the benefits to which they a provide. Fresh, high quality content means food for search engine spiders, backlinks and higher search engine rankings. Smells like money to me.
Technology benefits – Adding a user-friendly blogging platform to a site that is otherwise hard to manage gives marketers the tools to take website content publishing into their own hands. When marketers have better tools, doesn’t that correlate to more sales?
Static websites (brochure sites) don’t give visitors a reason to come back. Companies need to think of themselves as publishers and try to create something that your customers will crave and come back for on a regular basis. Much like a popular magazine…imagine if your favorite magazine just didn’t show up one month. Would you be upset? That’s the ideal connection that we should all strive to create with our customers. These connections equal money.
Is Your Website DVR Enabled (with RSS)? One of the most misunderstood, but key technology components of a blogging platform is it’s RSS feed. That RSS feed gives you the ability to syndicate your content in many ways, and it allows your followers to subscribe to your content and get it fed to them automatically. If you don’t have a blog or RSS technology on your site, your customers can’t subscribe to you. No blog/rss, less money.
Bottom line, there’s a reason and a season for blogging and you need to consider carefully the commitment that a blog requires. When done right, you can definitely turn it into money.
How to Promote Without Being Self Promotional
Obviously most businesses have a need to promote their products and services, but there is a fine line that can easily be crossed where your marketing efforts become all about you (a.k.a. self promotion). Companies that are only talking about themselves, their latest award, their latest new client, their latest new service, etc., are going to struggle keeping customers engaged. So how can you keep your marketing from crossing that self-promotion line?
Promotion as a Service
We offer some good examples of how companies are creating a free service offering that shifts the promotional focus away from the company, and focuses on promoting something that their customers are really going to find valuable. Examples include Hubspot’s WebsiteGrader.com tool and Charmin’s Times Square Bathrooms campaign.
So here’s the question…If you need to promote a product or service, can you create something that serves your customers that also ties back to your product/service? A few idea starters that we discuss…Can you give away a free consultation? A free product? Ebook? Assessment? Audit? These types of freebies give you the chance to market the service and take the “self” out of your promotional message.
Cheers from Brody & Jayme!