I’m sure you’re wondering, “Hey Scout, isn’t blogging obsolete in the world of social media?”
Well, we’re so glad you asked because the answer is a resounding… no! While blogging has gotten slightly rebranded since its heyday (you’ll find more “articles” than “blog posts” nowadays), it’s still a highly effective tool to drive SEO traffic to your site and provide industry expertise to your audience.
So why should you consider dusting off the blog tucked away in the corner of your website—or even starting a brand new one?
- Keep your most valuable content in one place.
- Tap into keywords and drive traffic.
- Become an industry thought leader.
Content Ownership and Why it Matters
In order to understand the importance of blogging, we must first dive into the role of social media in content ownership. Instagram, Facebook, LinkedIn, Twitter, and TikTok all provide valuable (and visible) platforms to share your content and connect with your audience.
But where does all your hard work go if something happens to the platform? While you do own the content you put on social media, you don’t necessarily control what happens to it if the platform itself changes. The fates of formerly successful platforms such as Vine and Quiby come to mind.
A more secure bet is developing a solid omnichannel strategy to get your content in front of audiences on every platform that makes sense for your business, while keeping the bulk of it on your own website in the form of articles or blog posts. This allows you to benefit from the reach of powerful social media engines while retaining ownership of your own content.
Drive SEO to Your Site, Tap into Keywords
But why is it so important to write and host articles in the first place? The simple answer is Search Engine Optimization (SEO). There is only so much you can do through your website’s technical SEO and metadata. However, regularly updating news articles that are timely and relevant to your industry gives you a well of keywords to tap into.
Before stuffing your articles full of every keyword and phrase you can think of, remember that quality is way more important than quantity. SEO only works when keywords and key phrases are used in a natural cadence, no more than two or three times over the course of the article.
Blogging in 2021
In an increasingly virtual business climate, it can be hard to give your organization a human face. Curated content, including articles, blog posts, and web pages, is a perfect way to let your organization shine and showcase your expertise. People want to support brands they feel connected to. Even if you’re not ready to go the full Wendy’s route, your brand can and should still sound like people actually work there.
What’s poppin? Is that a thing people say still? Anyway, the answer is this Jalapeño Popper Chicken Sandwich. It rules.
— Wendy’s (@Wendys) February 23, 2021
Help your audience get to know you, share your industry expertise through thoughtful content, and drive traffic with targeted SEO keywords? Sounds like a win-win-win to us.
Don’t let the haters tell you blogging is so 2003. It’s 2021, we’re making curated content, and it’s time for you to give it a try.
About Scout Digital
At Scout Digital we build beautiful online experiences and powerful marketing programs to help our clients solve challenges and realize opportunities. We believe that the most engaging brands are storytellers, and we develop narratives to help you foster meaningful connections with your customers.