With the announcement that Yahoo’s latest earnings are falling due to its investment in the online platform Tumblr, the internet is once again pondering, ‘is the form of blogging really dying?’
Yahoo’s purchase of Tumblr back in 2013 is still considered the most expensive acquisition of all time, a seemingly great idea by the internet provider back at a point where blogging was at its peak of popularity. This July, the social platform’s projections were lowered by Yahoo, amounting in a loss of $482 million in ‘impairment charges’.
However, when taking a closer look at Yahoo’s finances, the decrease in the Tumblr stock could actually be due to the fact that Yahoo has been on the steady decline since the unwavering giant that is Google hurled its way onto our computer screens way back in the early 2000s. Yahoo’s Netflix equivalent suffered a loss of millions; its various attempts to provide an online service similar to Google Maps never quite managed to take off; it is constantly bombarded with complaints that the mail provision is too simplistic. So, perhaps it is not Tumblr’s fault that it is beginning to fail under Yahoo’s ownership? Perhaps the blog is still just as popular?
In 1997, Jorn Barger, an American blogger, coined the term ‘weblog’ to describe his journaling activities on the world wide web. The general definition for the term is long-form written content. The modern blog as we know it today acts as an online diary, detailing the ruminations of the individual or a group of people and displaying it for the internet to see and respond to.
Tumblr describes itself as a ‘microblogging and social media website’, popular among millennials and used to mostly post multimedia and short-form content. The social media aspect of Tumblr has been overlooked by Yahoo, who have continued to perceive the website as a blogging platform. This oversight means that Yahoo have not been able to market the best elements of Tumblr, perhaps explaining the disastrous drop in stock. It is not a content rich blogging platform, and it never should have been dressed as such. Content-rich blogging is still valuable to consumers and businesses, now more than ever, and to illustrate the ever-present advantages, I have detailed below five reasons that should help you determine whether a blog may be suitable for you.
Expanding on brand tone
Consistent brand tone is extremely important for brand creation. A steady voice should be found on every page of your website in order to effectively target your expected audience personas. For example, if you intend to target a high-earning clientele then your word choice will be integral in creating the tone; a much richer variety of language should be presented. Simply ask yourself: if a customer were to stumble upon snippets of your content on different platforms other than your website, would they be able to connect them all to the same brand? By adding a blog to your website, you have more room to explore and perfect your brand tone, whilst simultaneously showcasing a personality that customers can connect to.
Attracting customers, old and new
Your website and online profiles should be aimed at customers, whether they are looking to buy or have already bought. Previous customers may be looking to find out more information about how to care for a product, or the perfect accessories for a product, and so on. This amount of information stuffed into a single product page may not be aesthetically appealing, so keeping a blog that holds the useful after-care information is not only convenient, but it demonstrates that the customer isn’t disregarded after purchase. For new customers, a blog is a great way to explore the range of products on offer with additional specifics which could sway the choice to purchase. Ensure that any products mentioned are linked to their page on the site for ease of use.
Looking like an active website
Maintaining a consistent blogging timeline will help to assure any visitor to your website that the company is still active. Not only that, but a blog will help to humanize the company in the same vein as social media. A website that looks active will only help to legitimize the company.
When you are regularly blogging, you are showcasing your own investment in your company. When a customer can see that you have such a high level of confidence in your own brand, it will inspire similar confidence in them which will help encourage them to convert.
Helping to increase SEO ranking with appropriate topics
For those who aren’t in the know, SEO stands for Search Engine Optimization. SEO describes the process of optimising the visibility of a website for search engines, which will then aid you in ranking highly in organic searches. Blogs with suitably relevant content can help to increase your SEO ranking because it legitimizes your website and will encourage Google, Yahoo, and Bing to see your company as genuinely beneficial to the user. Search engines encourage fresh, valuable content that is posted regularly and keeping a blog ensures that you are providing this.
Essentially, ‘show your workings’. Use the blog to categorically present and detail the industry expertise championed on your website. Explain business processes and offer successful examples of your work. It will only reinforce to your audience that their decision to do business with you is the best choice.
The stats don’t lie. 70% of customers have said that blogs influence what they purchase. 90% of customers find custom content useful. 95% of businesses with blogs report higher search engine rankings. These are ridiculously high percentages that can only further highlight how providing a blog is the right way to go for your business.
Despite Tumblr’s quick decline in value, I don’t believe that blogs are disappearing any time soon. They should be an important part of any marketing strategy. One thing that could happen in the next few years, however, is a move away from a traditional, long-form content business blog. Although then again, what truly defines a blog? Can a lengthy Facebook post be a blog? What about a Twitlonger? Does a blog need to be informative, or can it just describe? All of these questions I cannot answer. And that is a good thing. It gives us digital marketers the opportunity to try new things, be creative, and to constantly grow with the medium. The concept behind a blog is ever changing; like a moving target, we do not know where it will end up next. We get to hold the arrow and aim. Blogs are still an ideal way for a business to expand their profile and establish themselves as leaders in their industry.
Here at Active Internet Marketing, we can offer a wide range of digital marketing services, one of which is the ability to build and maintain a blog that is informative, well-crafted, and relevant to your industry. Contact us today by calling 0800 772 0650 to discuss your blogging needs, and be sure to keep up to date with our blog.