Because blogging isn’t new and hip, many people dismiss this form of content as less effective. Some are even abandoning their blogs for the next big thing (whatever that is).
I started my blog ten years ago (that’s seventy dog internet years).
Chris Brogan began blogging (when it was called journaling) well before I did. And when I worked on Wall Street in the 1980s for Wrightson ICAP, a real-time economic research firm, Lou Crandall was blogging there (doing his syndicated real-time market forecasts through an old black and white video technology called Telerate). Lou Crandall has been blogging in real-time for nearly thirty years!
So yeah, blogging has been around a long time. But that doesn’t mean it isn’t effective.
Blogging is my front door.
My blog is the most important free content I deliver, more important than Twitter, Facebook, LinkedIn, Google Plus, YouTube, Instagram, and the others I dabble in.
I get fantastic search engine optimization from my blog. I get sales leads from my blog. I reach the media with my blog. (I’ve met many of you through my blog.)
Blogging is a great front door for any individual or organization because it is real estate that you can own. If you use a content tool like HubSpot or WordPress and have your own domain URL, your blog is yours.
Contrast that with social networks like Twitter, LinkedIn, Facebook, and G+. All are good, but you will never own your real estate there.
I think the reason people seem to dismiss blogs these days might be because the term "blog" has a dated connotation. It seems old fashioned. Kids don’t blog. Kids are on Tumblr. (Of course, Tumblr is a blog platform too, but don’t tell the kids.)
Don't call your blog a blog!
Here’s an idea to get you over the aversion to the dated connotation of a blog. Call your blog something else!
I don’t know, maybe call it your “content site.” Or your “market commentary.” Or your "information hub" or something like that instead. It will help you get over the dated aspects of that “blog” word.