Where did all the bloggers go?
Do you remember the days when the world was awash with bloggers?
We all had that one super-metropolitan colleague in the office with their own food and travel blog.
But where have they all gone? And who even reads a blog anyway?
Well, actually, a lot of people!
While many bloggers have moved on to other forms of social media that are more engaging for the 5-second attention span generation, there are still a HUGE number of blogs dedicated to everything from business and finance to lifestyle and health.
In fact, it was estimated that in 2020 there were 31.7 million active bloggers in the U.S. alone!
Trend following
So why are we even discussing this now? If there are still so many active blogs, why does it feel that the traditional written blog is dying out?
A large part of this is a shift in how people consume content and how it is being created.
But also, to some extent, blogging is dying out, albeit personal blogging specifically.
This is the kind of “blogging” that most people will think of when you mention the word. It is especially the case in almost any business context!
The traditional style of blogging has definitely shifted more into the world of social media, and there are good reasons for this. The increase in the types of content you can deliver through a single social media channel has led to more avenues of creativity and engagement.
Think about Instagram as a prime example.
Ironically, image posts aren’t getting quite as much engagement due to changes in the algorithm, and newer features such as IGTV, stories, and Reels have huge engagement potential. You need to know a few ‘hacks’ to ensure the algorithm works for you, but your Instagram profile can function as the perfect lifestyle blog when you do.
Plus, for those who aren’t as comfortable with writing, it offers a much more accessible platform with great opportunities for brand collaborations.
Social media isn’t the only culprit.
In 2021, the number of podcasts increased to 850,000, a 20% increase from 2020. When you consider the massive uptake in people listening to podcasts, these numbers come as no surprise.
The evolution of blogging
But let’s not get bogged down in the reasons why personal blogging is on its way out because blogging is evolving, and it’s here to stay.
The purpose of blogging now is to help you, the reader, solve a problem!
Yes, there will often be some sort of pitch towards the end or an affiliate link here and there, but the value of the content makes it well worth it.
And that is it–value!
Value is what drives so many blogs today because any business understands that the best way to build a high-quality audience is by providing value through your content.
The detail to note here, though, is that the term “blog” is now more representative of the ever prominent and multi-faceted content marketing title. But in our opinion, this isn’t at all a bad thing. Like we said before, it’s evolution!
The thing is that you unwittingly read multiple “blogs” a week. Because whenever you search for an answer, recipe, or hack on Google, what is the search result that you most likely click on?
A blog!
Or at least, some type of blog… quite likely an “article.”
(These interchanging terms are getting a little tiring, right?)
Back to the content marketing style blog that so many businesses are now migrating towards.
This is the powerful content that not only sits on your website as a demonstration of regular activity and a commitment to value but also as a goldmine for repurposable content across all other social media channels.
It’s this repurposing that allows the blogging essence to continue to thrive.
By taking small sections of the content and distributing them amongst different platforms as teasers, you can still reach those who are primarily seeking short-form content and trigger their interest.
It doesn’t require each individual to read the entire post. Even a quick skim over your crafted headers will pull them forward enough and encourage them to share your content with their followers.
Making blog content should be a primary consideration when thinking about your marketing strategy, especially since you can experience up to 13 times greater ROI than marketers who aren’t blogging.
The real trick here is to ensure that you produce the right content constructed properly to allow this to happen. Writing an accessible, informative, and value-packed blog takes a lot of practice to get right.
This is probably a good time to suggest a few good reasons why you should outsource your blog writing.
The rise of multimedia blogging
One trend that we are seeing in more and more blogs now is the multimedia approach, and for a good reason!
Let’s be honest, we love entertainment.
Our attention levels are waning, and we are seeking out more easily digestible content now, more than ever.
But this doesn’t have to be a bad thing. It just means we need to think a little differently about how we can deliver content.
Multimedia blogging is helping to fight the good fight by propping up traditional written blogs with more engaging content such as GIFs, video, and audio.
This may appear to cheapen blog writing, but can you honestly say that you have never been put off reading an article when you saw how long it is? Probably not.
It is now very common to see an audio version of a blog at the top or a note telling you roughly how long it should take to read the article. Plus, interspersing a 1500 word or more blog post with lively and animated content is a great way of pulling your audience through.
Supporting written content with audio isn’t just about improving its digestibility. Audio, in particular, can increase accessibility for those who struggle with reading, such as the visually impaired and people with dyslexia.
Simply put, your content can connect with more people in their preferred learning format.
Don’t miss a trick
The perceived barrier to entry for blogs is still pretty high, mainly because many people feel intimidated by the prospect of writing, which is totally understandable.
Writing in an engaging manner that can draw a reader through your story or nuggets of wisdom is a skill that takes time to build and is near impossible to “master.” That is unless we follow the 10,000-hour rule, in which case, see you in a few years!
In the meantime, if you have a voice that needs to be heard, GoWP is here to help you get those ideas down into words.
We believe in your power to impart wisdom and offer true value to others. That is why we have a team of talented and experienced copywriters and storytellers who know just how to turn those thoughts into something tangible that your audience can benefit from.
And in the meantime, happy reading!
