Business blogging has changed fairly dramatically in the six short years since I started. It seems like everyone’s into content marketing, so it’s much harder to stand out. Also, the role of the content blog as a community hub has diminished in favor of social media platforms. Today, people are more likely to be commenting on Facebook, Instagram or Medium than on your blog page, so it’s less likely to result in the gratification of lots of comments. And blog comment spam is so out of control that even super-blogger Chris Brogan recently closed down his public comment function.
All that said, I think the predictions of blogging’s death are premature. It’s vital for communications pros to understand the mechanics of blogging, and to be able to jump in when needed. For those of us in PR who counsel clients about it, it helps to have done it. We’re familiar with the challenges as well as the upside. A blog is also an extraordinarily valuable tool for a business owner. Here’s why.