In times of social networking, is it still worth having a blog in 2021?Posted by: Digital Marketing, August 21, 2021
In times of predominance of social networks, many professionals argue that the future of the internet comes down to Facebook, Instagram and Tik Tok, among other networks. But it's still worth investing in a blog in 2021 because it can be decisive in sales and investments needed to have a return on paid campaigns.
When the web empowered anyone to publish their content, blogs became popular and paved the way for the first digital influencers.
Over time, this universe invaded the marketing strategies of companies, which sought visibility and also to retain their customers. The big problem is that most content productions on corporate blogs were done without any strategy and, consequently, did not bring effective results for companies.
However, companies that created relevant publications were able to attract visitors to Google's organic search, thereby building their authority and achieving their marketing and sales objectives.
With the rise of social networks, the famous influencers of blogs migrated to platforms like Facebook, Instagram, Twitter and, more recently, Tik Tok. On the corporate side, companies have also found their audience on new platforms, and many have left blogs aside.
However, one channel does not exclude the other. While social networks are great for relationships, blogging is very effective in generating traffic, authority and improving your position on Google to attract more visitors.
But, if you still have doubts and believe that having Facebook and Tik Tok are enough, this article is for you! Read on and understand the importance of blogging for digital marketing strategies.
What is a blog?
A blog is a website or part of a website that contains frequently updated content on one or several topics. The term is a contraction of “web log”, which in turn refers to an online record of information.
The blog is like physical space. In it, you can make the layout you want, defining visual elements that have a connection with your brand.
The content of a blog is written in the form of articles on individual pages called blog posts. The article you are reading is an example.
On the home page of a blog, you will find a list of posts that have already been made, in chronological order from the most recent to the oldest.
It's the flawless combination of layout and relevant content that will retain and attract new visitors.
What is the difference between website and blog?
When blogs emerged a few years ago, the concepts were well defined. While the site was an institutional and static page, the blog functioned more as a platform for publishing content in chronological order.
Over time, blogs gained resources from websites, which, in turn, gained resources from blogs and today only a few details separate these two tools.
For a company, it is very important to have a website, which fulfills a more institutional role and, within it, it is important to have a blog, which is more dynamic.
In short, website and blog complement each other for the company's marketing strategy.
Size of competition for a blog in 2021
According to a survey published by the website GrowthBadger, in the world there are more than 600 million blogs on more than 1.7 billion sites. More than 2.5 billion posts are posted to blogs every year, which is around 4800 new posts per minute.
Also according to the study, 85% of B2C (business-to-consumer) companies and 91% of B2B (business-to-business) companies use blogs in their content and digital marketing strategies.
In turn, the 7th Annual Blog Survey, developed by Orbit Media, shows that from this entire universe of publications, 10% of blogs end up with most of the traffic on a given topic. For Orbit Media, these blogs get better results because they do things differently, such as:
- – Their posts are over 2000 words long;
- – Each post has more than 7 images;
- – Each post has, on average, 7 variations of the title for sharing on different platforms and times;
- – They rely on the collaboration of editors and other creators.
In addition to the top 10%, the survey also looked at what the top 5% blogs do differently and identified that they:
- – Invest more than 6 hours writing each post;
- – Add video to content;
- – They post more than once a week.
Benefits that a blog offers for your company's digital marketing strategy
The data presented above demonstrate that there is a space for blogs to be explored by companies and with numerous advantages! Check out the main ones:
Creates a link with the target audience
The blog allows the company to create a connection with its target audience through relevant content that adds knowledge and value, in addition to solving the pain of the persona.
The content posted must be prepared with a strategic plan focused on educating the public about the importance of the product or service, building a relationship of trust between the company and the consumer.
Establish brand authority
By publishing content that deals with topics in its area of expertise, the company demonstrates that it understands matters relating to its market, generating authority and credibility for its business and, consequently, increasing sales.
Good content helps a company gain positions on Google
When the content has quality and recognition, it increases the chances of the brand appearing in Google's organic search results. The more relevant and recurring publications, the more pages Google can index and display in users' searches.
It is noteworthy that, to position blog posts on Google, it is also necessary to optimize the pages with SEO (Search Engine Optimization) techniques so that they are easily found and positioned in the first places in the search engine ranking.
Gain traffic and conversion
When the blog pages are positioned in the best places on Google, the company gains traffic from thousands of search engine users. As this traffic is organic, the company does not pay anything to attract these visitors.
If the blog has well-planned and elaborated content, visits can turn into conversions, which can lead, for example, to sales and leads.
Increase the sales
The credibility that the company gains through the blog content helps educate, inform and bring its audience into the sales funnel, making the leads more informed and ready to close the purchase, facilitating the work of the sales team. salespeople and optimizing the sales process.
Have an exclusive and personalized channel
The profiles that companies have on social networks need to follow the policies of each platform and are submitted to algorithms that limit their organic reach.
This no longer happens with the blog, a company's own channel in which it is possible to assemble the layout as you wish and with complete freedom to publish content, in the format you wish.
Now that you've convinced yourself that it's still worth creating a blog in 2021 and you've realized that you're losing thousands of visitors and business opportunities, put the blog in your marketing plans to take advantage of all the advantages that this channel brings.
And Able Digital can help you in this process!
We create all the digital marketing planning to drive the business of small and medium companies. Our services include blog management, sponsored links management, Google ADS management, SEO, website development and social media management, among others.