Is anybody out there?

Hello? Is anybody there?

An interesting conversation took place in the office this week about blogs. We were wondering whether they have been usurped by social media such as Instagram and Snapchat. Colleagues who are younger were saying that while, a few years ago, they may have followed and read fashion or foodie blogs, they would now be far more likely to see what their favourite fashionistas or food-fans were up to on Instagram or Snapchat.

So I was wondering whether people still read blogs, particularly as I was due to write one this week.

The fact is that they do, as long as the content is interesting and regular and not too commercial.

According to WordPress, over 409 million people view more than 22.2 billion pages each month – a trend which is increasing. Reasons for blogging are sound as well. Companies that blog receive 55% more site visits, according to Hubspot, and the same source says that B2B companies that blog generate 67% more leads. There is also the added benefit of search engine optimisation: including relevant keywords in a blog means that your company is more likely to appear in search engine results for the topics you want it to, and to be seen as a valuable fountain of information.

And by 2020 – it’s really not that far off now – Gartner predicts that customers will be managing 85% of their relationships without talking to a human, so anything which adds a human or personal touch is likely to be more important than ever.

So keep on blogging, even though sometimes it might feel like you’re blogging to the ether; someone, somewhere is likely to be reading. Companies that blog will do better, according to the statistics, and if that doesn’t inspire you, think of the legacy. Such written records of all and any aspects of modern life are being documented for posterity: a wealth of information unprecedented and infinite. That in itself is fascinating.

Written by Emma Murphy, Director (@EmmaMurphy)

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