Does Blogging still Matter in 2012?

July 09, 2012 2 min read

In the last fifteen years, internet users have watched the birth, growth, explosion, and then leveling out of blogging. Blogs were first introduced in the late 1990s but did not really gain traction until the 2000s. From 2000-2005, blogging became a whole new way for people in all industries to share ideas, news, and more. For example, the 2002 Senate race jump started the rise of political blogs. These blogs are still used ten years later to spread opinions and commentary on worldwide politics. A few years later, design and fashion blogs took off and it wasn’t long before it seemed like nearly everyone from the pastor at church, to your neighbor, to television show producers, and beyond all had their own blog. Blogs were quickly picked up as a promising marketing tool for small, medium, and large businesses. However, as the years pass and more and more people and businesses abandon their blogs, summing it up as nothing much more than just a passing fad, it is easy to wonder – does blogging still matter in 2012?

The answer, naturally, will be different for every person and every company. However, the thing to remember is that the advantages of having a blog are still the same today as they were when you first started:

  • A blog is the perfect place to impart your company’s own unique expertise and information for customers and people online looking for answers
  • A blog is a great way to build content and SEO online, it is one of the best places for links and more
  • Blogs are more personable than websites, making them the ideal place to really brand your company and inject your business with personality that customers can relate to

That being said, many people and businesses are abandoning their blogs every day. Some of the main reasons why this happens are:

  • Time: blogging takes up a lot of time
  • Return on Investment: it can be hard to convince your manager/the CEO/yourself that the effort put into your company’s blog is really producing any results
  • Competition: if you got into blogging because your competitors were doing it then it is difficult keep up with the blog if your competitors have either seen much greater blog success or have stopped blogging altogether.

So does blogging still matter in 2012? Yes, it does, but the strategy has now shifted. Rather than readers demanding a large quantity of blogs, quality is becoming more and more important. This means in order to have a successful modern day blog you must pinpoint your company’s (and your own) exact niche and capitalize on this. Also, take the time to create a blogging schedule which is appropriate for the number and type of readers you have, this way you are not overwhelmed by the work and understand that you and your company get as much out of your blog as you are willing to put in. But if blogging has simply become something that no one in your company cares about, then maybe this is the year to move on and look for new ways to promote your company online through social media, photo sharing sites, and more.


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