For the past two weeks, the subject of content marketing has cropped up a number of times in casual conversations, which eventually led to more thoughtful, in-depth discussion.
The current opinion, it seems, is that blogging is no longer the way to reach out to your audience. Or rather, the traditional way of maintaining a blog isn’t.
The traditional way: Post a new entry on your website or your blog. Share the link on Facebook, LinkedIn, Twitter and any other social platforms you use. Watch website traffic increase as people click on your link to read more.
The new way: Post the entire message on the social media platform. The reason is that when people are on a social media platform, they rarely want to leave it just to read your post. With the amount of content available, they would simply scroll down and move on. To engage with your audience, your message needs to be on the social media platform itself.
Many local bloggers have noticeably become inactive on their blogs. They are instead actively updating their audience on Instagram and creating content on Youtube. Even if they are still active on their blogs, the entire post shows up in their emailers and on their Facebook page.
Media companies however, doesn’t seem to have changed much. Sure they have increased their use of social media, but they continue to put up many of their stories on their websites before blasting only the links out on Facebook.
I’m not sure how long this traditional way of “blogging” will last. R is of the opinion that a website with an active blog still has a place in branding and marketing. I agree, because people do want meaty content, but I don’t think website traffic should continue to be the main motivating factor.
As I write this, I am not blind to the fact that it’s ironic that I talk about changing the way we blog while I continue to do it the traditional way. This is after all, a personal blog which I do not intend to publicise or use for personal branding. But as I consider options for my book and new business, this is something I shall give further thought to.