How often do you hear it lamented, “Blogging is dead”?
Just yesterday someone said that to me on a call, ironically, about her business blog.
I’ve said this before, and I know I’ll say it a million times more, but just because you don’t like or understand something doesn’t mean you can bury it.
And it isn’t just blogging that’s regularly declared dead. Let’s take a look at three of the most pervasive: blogging, Facebook, and reading.
Fiction: Blogs are dead.
Fact: Blogs are thriving.
In fact, by declaring blogging’s death, you’re likely hurting your business because this form of publication provides many benefits that you can’t accomplish in any other way. We’ll take a look at that in a moment, but I think here’s where people get confused: Blogging isn’t dead; however, it has changed dramatically over the past decade. If you haven’t kept up with those changes, your blog probably does suck and feel like it’s dead.
Readers are picky. Google’s bots are picky. There’s less time and more content every single day. If you’re writing a diary-style blog, if you’re not carefully curating your content, if you’re not learning best practices as they emerge, if you’re slapping up content without any purpose or direction, yeah, your blog is probably dead. Or close to it. You’re wasting your time, in any case.
Blogging provides businesses with the perfect line of direct communication with customers and potential customers. The medium allows you to create trust and authority. It enables you to be found in search easier and faster.
If you think blogging’s dead, you’re not doing it right.
Fiction: Facebook is dead.
Fact: Facebook lives.
I’m just going to say it: I hate Facebook. I suffer from Facebook-group fatigue. I’m exhausted and exasperated by the negativity. I struggle to maintain a presence on the platform because I never want to log in.
Facebook is still a top-three referrer to my blog on any given day.
It’s not dead. People, like me, are getting tired of it.
Will it die? Maybe. Doubtful.
Some realities, though: Facebook users are aging, and younger folks don’t want to use the platform. (Why? Their grandmothers are on there, as are their moms and dads and high school English teacher.)
Facebook still converts… but not organically, not anymore. Now, it’s a pay-to-play system, aka an advertising network.
If you think Facebook is dead, shift your mindset. It’s for advertising, not organic.
Fiction: Reading is dead.
Fact: People read more than ever before. They just read differently.
Think about it: People around the world have unprecedented access to reading material via the internet. In my opinion, when anyone declares reading dead, it’s a matter of using a too-narrow definition of reading.
Yes, video is hot right now. Yes, imagery is incredibly important.
And written content still rules. Whether that’s online–blogs, social media, news outlets, etc. etc. etc.–or in print, writing is everywhere, which means readers are everywhere. If you neglect your website or skip posting on your blog or avoid Facebook status updates because you don’t think anyone’s reading, you’re losing out on potential customers.
Plus, storytelling creates loyalty. Stories sell.
If you think reading is dead, expand your definition of reading.
Bottom line: Just because you don’t like something or understand something doesn’t mean it’s dead.
Take the time to learn what works and what doesn’t on a platform. Study and implement best practices. Figure out what your audience and your customers want from you. No, not every platform works for every brand. If you’re trying to sell to 19-year-olds, Facebook probably isn’t for you. Try your hand at Snapchat. The point is to learn and grow, not throw in the towel simply because you don’t “get it.”
BTW, if you’re someone who truly doesn’t get it, it’s OK! I’m here for you! I help small- to mid-sized pet and lifestyle brands thrive online. Let me know how I can help!