“Does anyone still read blogs?”
It’s a question I hear a lot. With everyone and their auntie using social media to talk about their personal lives, promote their business brands, and support causes close to their hearts, it’s easy to think that blogs have had their day. If online attention spans are shrinking and life is ever more hectic by the day, do people have the time or appetite to read blog posts?
The short answer is yes. People absolutely still read blogs, especially when they’re written with the right audience in mind. Blogging remains one of the most effective ways for small, creative, and bookish businesses to connect with their people.
Here’s why.
Blogging helps people discover your business
If you run a small or bookish business, you probably don’t have a huge advertising budget. That’s where blogs can come in handy. Every blog post you publish is one more page for search engines like Google to find.
Think about it this way:
- A local bookshop could blog about ‘five cosy books for autumn’ and attract new readers searching online for their next autumn read.
- If a small business answers common customer questions in blog form, there’s a chance they’ll appear in search results when someone types that very question into Google.
Social media posts are short lived, but a blog post can continue working quietly in the background for months or even years.
Blogs build trust and express personality
When someone visits your website, they want to know if they can trust you. Do you know what you’re talking about? Do you understand their needs? Are you the kind of business they’d like to work with?
Blogs are perfect for showing that side of you. Yes, they provide useful information, but they also express your voice and personality.
- For bookish businesses, a blog can show readers what you care about, whether that’s your favourite new release, a behind-the-scenes peek at publishing, or a narrator’s take on bringing a character to life.
- For small businesses, blogs are a chance to show your expertise and share stories. A consistently updated blog can help existing and potential clients feel confident that they’re in good hands.
Your blog is where your business connects with your audience on a human level.
Blogging works differently now
The original blogs were a text-only format, generally used as an online personal journal, and read by relatively small and often niche audiences. Nowadays blogs are multi-media, used by individuals and businesses alike, and can reach a vast online audience.
Today’s blogs work best when they’re:
- focussed on your specific audience, for instance, book lovers, local customers, or other small business owners
- conversational, approachable, and human in tone
- repurposed, for example, turning one blog post into a series of LinkedIn or Facebook posts
Blogging doesn’t have to be overwhelming. A steady, thoughtful approach is far more effective than churning out content just for the sake of it.
Blogging for small businesses
For many small businesses, your success and growth depends on reputation and recommendations. A blog can increase your reach and influence by:
- answering the questions customers are already asking
- explaining your services in plain language
- sharing customer stories that highlight what you do best
- providing a library of useful resources on your website
Your social media posts can disappear after a few hours. But blog posts remain available, building your authority and showing visitors that your business is established, knowledgeable, and reliable.
Blogging for bookish businesses
As a fantasy author, I understand how difficult it can be to stand out in the world of books and literary services. Blogging is a brilliant tool for bookish businesses to:
- highlight upcoming titles or events
- share insights into the publishing process and literary world
- celebrate authors, books, and readers in a personal way
Your blog is a space to show your passion, knowledge, and personality.
The problem: time and headspace
Blogging can be a wonderful business tool but most small and bookish businesses are already spinning all the plates. Running the business, keeping clients happy, and managing day-to-day tasks is more than enough to be getting on with. Blogging can easily slip to the bottom of the list or not even be considered in the first place.
That’s where a freelance copywriter can help. I take the pressure off by:
- researching topics your audience cares about
- writing posts in your brand’s voice
- keeping your blog consistent and relevant
You benefit from the power of blogging without the stress of having to do it all yourself.
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So does blogging still work? Absolutely, as long as you create content that really speaks to your audience.
If blogging has been on your to-do list for too long, maybe now is the time to do something about that. And if you don’t know where to begin, get in touch. Drop me an email at fiona@fiphillipscopywriter.com
