Is Blogging Really Dead? What Should You Do Instead?
Every so often, the survivability of blogging is put into question. The “end of blogging” or “blogging is dead” are doomsday terms that have been surrounding the blogging profession in recent years. But is blogging really dying, and is 2018 the year that will finally give the kiss of death to blogging?
The first blog was created in 1994, and ever since, blogging has been one of the pivotal pieces of online content. But today’s blogs and bloggers are very different compared to yesteryear’s blogs. For starters, today, competition in the blogosphere is much fiercer than it used to be.
Platforms like WordPress, Tumblr, Reddit or Squarespace have made blogging accessible to everyone, allowing the emergence of hundreds of millions of blogs, covering all sorts of interests and professions.
So, where does the fear that blogging is dead come from?
Fatalists like to explain this by pointing to the fact that other digital content – for example, video content – are attracting larger and larger crowds in the detriment of text-based content. Also, a search in Google Trend reveals a significant drop in recent years for searches for terms like “blog” and “blogging”.
But here’s a novel idea: What if blogging is not dying, but – as with everything – is simply just changing?
What is Blogging Headed For?
If you’re only just starting out with blogging or you’re a professional blogger, all this talk about the impending doom hovering over blogging may dishearten you, but we’re here to assure you that good blogging is not headed for disaster anytime soon.
Indeed, Google searches for the terms “blog” or “blogging” have seen a decline in recent years, but one wonders if this is caused mostly because the term has already become a well-known and widespread notion, and searches for “what is a blog” or “meaning of blog” have become unnecessary, hence the plummet in searches. On the other hand, searches for terms like “how to start a blog”, “best blogging platforms”, or “free blogging platforms” have definitely seen an increase.
So, if blogging is simply changing, what’s different about it, and what should you do to keep abreast of these changes?
Roll With The Times
There are always going to be new trends in the blogging industry, some of which will fade, while others will stick just like with anything else.
As a blogger, you’ll have to see which trends you can take advantage of to increase your readership or customer base, but thread carefully and don’t implement any major changes until you’ve convinced yourself that these trends work for you or are here to stay. Even big brands are known to fail: While the social media platform Facebook skyrocketed, Google+ flunked.
To avoid shooting yourself in the foot, do your research on how your readers are consuming content and adjust your blogging strategy to work for your readers.
Tap Into the Content Multiverse
Although 20 some years ago text was the only content you could entertain your readers with, today’s reality is that content takes on many forms – videos, infographics, gifs, podcasts, eBooks, etc. Blogging is increasingly morphing into video blogging or vlogging, with YouTube being one of the preferred channels to deliver these videos.
But this doesn’t mean that text-based content is done and gone. Articles are very much still important for delivering value to your readers and for ranking well in search engines. Just that articles and posts should be diversified with other types of content as well.
Don’t be afraid to tap into the content multiverse to jazz up your blog with multiple types of content delivered on various channels.
Speaking of content delivery channels, your blog should not be the only channel where your readers can consume your content. Besides tapping into video content and YouTube, you should also run mailing lists and newsletters. Email is still a strong and stable platform to communicate with your readers and to deliver them personalized content.
Make sure you devote time to grow your mailing lists, and increase email opening rates by using tools that track email marketing benchmarks like email opening rates, click rates, soft bounces, hard bounces, unsubscribes, etc. These parameters can help you better design your emails and make necessary adjustments.
Become a Social Media Guru
Like it or not, social media is happening. Platforms like Facebook, Reddit, Instagram, Twitter, Tumblr or Pinterest are the virtual meeting places of billions of people worldwide. According to Statista, the power of social networking is expected to increase reaching 2.96 billion worldwide users by 2020. According to the same estimates, global internauts spend, on average, 109 minutes daily on social networks.
If you’re not already on social media platforms, we suggest getting up to speed with the different social media channels that work for your niche and develop a social media strategy that can drive more customers or readers to your blog.
Social media platforms can help increase brand awareness and engagement with your customers, and you can get real-time feedback on your content by measuring likes, shares, comments and other parameters.
Get Ready For Mobile
Mobile searches have become the leading searches in search engines. More and more people consume content on mobile and do their online shopping on their phones. Google has taken notice of this shift to a mobile world and responded by announcing its mobile-first indexing in 2017.
If your blog doesn’t have a responsive design and it doesn’t play well on mobile, you may see your search engine rankings plummeting and abandonment rates increasing.
Having a blog that looks good on mobile will ensure that you don’t miss out on traffic that comes from mobile searches.
If you see a drop in your rankings or a decrease in engagement, conversions, sales, or subscribers, it doesn’t mean that blogging as an industry is dying and that you should jump ship. It simply means that blogging as you know it may no longer work as well as it did, and it’s time for you to change the type of content you put out, the way you market your blog, and the way you connect with your audiences.
Analyzing new trends in your niche, experimenting with ways to re-engage your existing audiences, branching out on social media platforms, and diversifying your content are a few ways you can “resuscitate” a blog that may be fading away.
Blogging Is Not Dead!
Over the years blogging has gone through lots of changes. You have to adapt to these changes and make blogging work for you. Start your blog at InMotion hosting – free domain included.