People want their information told to them – in a video, in a podcast, in a quick and easy caption on Instagram. So does the blog post still have a place in a 2020 content strategy?
These days, people believe that blog posts are no longer have the same value as they used to. To an extent, this is true.
People want to be able to consume information faster and with more ease and less effort. They don’t want to have to read, basically. People want their information told to them – in a video, in a podcast, in a quick and easy caption on Instagram. So does the blog post still have a place in a 2020 content strategy?
The answer is YES! And we are going to tell you a little bit about why you should still be publishing blog posts, how they contribute to the performance of you campaigns, and how they can enhance the rest of your strategy.
Search Engine Optimisation
First up, blog posts are still integral to an SEO strategy. In order for your website or your content to rank organically on Google (i.e. without you paying for a top spot), you need to be creating fresh, relevant and quality content regularly.
Google not only trawls sites for relevant content and articles, which is where your keywords come in to play, but they are also looking for new content and regularly updated websites. A blog on your site is a fantastic way to be publishing new content often. And it doesn’t need to be a short story or a long essay – anything from 350 – 1000 words will do just fine.
A well-written article will also increase the time a visitor spends on your website. Instead of just browsing a few pages, they are going to stick around on that one page for +- 3 minutes while they consume your pen-to-paper thoughts with great enthusiasm! This also works in your favour as far as Google ranking is concerned – Google is assessing “time on site” when trawling websites.
Your content strategy needs a solid foundation – it’s like building a house. And your blog posts form the perfect foundation for the creation of your masterpiece.
For example, if you decide you are going to publish one blog post per week, you can look at your month ahead and pick 4 relevant topics that you can write about that will add value to your audience. Once those 4 articles are written, you have a very well-formed jumping off point for creating your social media posts, your social media captions, your podcasts, your video content, your downloads etc.
One paragraph from your blog post can form the caption for a post on Instagram. One article can form the conversation for your recording on your podcast. One quote from your article can make for a nice post on Facebook. One excerpt from your article can form your next email campaign.
Trust us – the blog post is where it all begins! You cannot build your dream home without a solid foundation, and you cannot build out your content plan without a well-formed thought or idea put onto paper 🙂