Do Blogs Still Matter?

It’s funny, even saying the word ‘blog’ feels like you’re dating yourself. As a true blue millennial, I remember when blogs became a thing, sometime back around 1998. By the time I was in high school in the early 2000s, everyone had one. It seemed like we had already reached a point of saturation. But, a couple of years later, I started noticing that more and more brands were using blogs as part of their larger content strategy. This is a trend that has stuck around, and blogs remain a powerful tool in content marketing.

According to some recent studies, roughly 409 million internet users read 20 million blog pages monthly. It goes even further however, blog usage has actually increased 12% in the last five years. This tells us one simple thing, people like being told stories.

Of course, when considering integrating a blog into your content strategy there are a few things to consider. The first is the audience. While blogs can build a crucial link to your audience, you need to consider whether or not they’ll serve value to your audience. If you’re marketing a hot sauce, for example, a blog containing recipes or talking about why capsaicin is so delicious and addictive would be perfect. On the contrary, if you’re marketing paper note pads- there may not be much of a need for a blog.

Or will there? That’s kind of the beauty of blogs… you can write about anything. And, with a creative enough content strategy you can turn anything into a story. While most people would not be super interested in reading a 2,000-word essay on why your notepads are better than post-its, they may be really interested in reading about your sustainability practices, your company’s storied history in tree farming, or how your tree farms benefit the local economy. Finding a story can be challenging, but they almost always exist. It’s in the stories that you can build a connection with your audience.

People in the United States alone read blogs 3x as often as they open an email. Worldwide, 77% of internet users read blogs regularly. Blogs are considered the 5th most reliable source of information online. But, how does this fall into making a sale?

Well, according to Google, blogs are a top consideration for consumers when making purchases. In fact, more than 60% of purchases begin online and most consumers state that blogs had a direct impact on their decision to make a purchase.

At the end of the day, while a blog may not be a cornerstone of your content strategy, it’s definitely something to consider. They can be a powerful tool in connecting with your audience, providing value, and telling your brand story.

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