I studied English Literature and Language for my undergraduate degree at St Mary’s University Twickenham. One of my language professors told me, ‘every time there’s a technological advancement or change, language and the mediums for sharing languages changes too.’ You can see it in the waves of social media changes. The birth and death of Vine. Musicly becoming TikTok. And the everlasting power of Facebook, Twitter, and Youtube. You can see it in the terms ‘short form’ and ‘long form content’. You can see it in the way we consume news and media. And we see this in the way we create, consume, and follow blogs.
‘Computers have replaced typewriters, communication channels have grown from email to websites, blogs, and social media’ Canavor, 2012. As the popularity and demand for blogs grow, traditional advertising, marketing, and news outlets are forced to change. For example, there isn’t a single broadsheet to date that doesn’t have an online website or blog. So to answer the question in the title as simply as possible, yes. You do need a blog. Because your audience is consuming content every day, which makes blogging one of the easiest ways to convey your message to that audience.
Your industry will grow and change. It has to so it can survive. And a blog can not only promote your business, but show you as an authority within your industry. It’s weekly/biweekly evidence that you’re a business prepared for change and growth. That you’re a brand worth supporting. That you’ll provide rewards for a loyal audience. So how does a blog do that? Well. Let’s start with what a blog is.
‘Blog’ is actually a shortened term for ‘web-log’, meaning documented information online, coined by Peter Merholz nearly 25 years ago. He created an online journal on his website to keep in contact with his audience, and let his consumers know what was happening behind the scenes of his business. This is a key difference between traditional journalistic reporting or older advertising procedures. Blogging is the opportunity to interact with your audience. Through the use of colloquialisms, comments, opinions, and social media, you can create a familiarity between your clients and your business.
They get to know you.
Or at least the ‘you’ behind the business. They don’t need to know you as well as the woman who raised you, but through blogs, you can create this authentic bridge of understanding between you and your audience, which can then be monetised.
I keep a bookish lifestyle blog (although I’ve neglected it for a while…) where I review books, I talk about things I’ve learned about the writing industry, and I respond to questions people have about writing and reading. My audience knows my voice and hears me speak when they read my writing (I’ve been told it’s ‘unique’). They trust me. They know that my reviews will be light but thorough. I’ll take the time to compose my response and not just slam a book I didn’t like. They like me enough that I get sent books to review and gifted books regularly. I’ve even had content sponsored by local businesses and I’ve turned down two ambassadorships this week. (Humble brag). But I’m not telling you this to boast, it’s to show you the opportunities that twenty minutes of your time every week sharing your insight with your audience can produce.
So the next question is: What do I need to know before I start a blog? And I’ll answer that question on Wednesday!
If you have any questions about this post or blogging in general, drop them in the comments below or message me via Facebook @ Silvertongue Creative.
See you soon!