In 2021, there’s no question that blogging is beneficial to any marketing strategy.
But, while blogging has been known to help brands boost leads, SEO, and credibility, many busy marketers might still worry that blogging’s effectiveness could be losing steam.
Fears that “blogging is dead” haven’t been eased by research. Recently, when we polled over 300 people to ask them how often they read blogs, roughly 40% said “never.” This followed HubSpot’s Not Another State of Marketing Report, which revealed that blogging fell from the first to third-most-common content strategy between 2018 and 2020.
But, before you get wrapped up in all the negative data, it’s important to remember that blogging is still incredibly valuable to marketers — but the way you approach blogging matters more than ever. And, while our past survey found that 40% of people never read blogs, it conversely revealed that 60% of consumers read this content regularly.
The truth is, blogging is alive and well. You’ll just need to work a tiny bit harder to persuade people to read your content than you have in the past.
So, what’s one way to get into a consumer’s head and figure out how to motivate them to read your blog? Performing another survey.
Rather than asking more than 300 people, “Do you read blogs?”, I recently launched a follow-up Lucid survey that asked, “Why do you most commonly read blog posts?”
In the survey, which asked participants to select the most common reason that they consume blog…