Is Blogging Dead?

Is blogging the marketing equivalent of listening to music on the radio or talking on a landline? Sure, you can do it, but have you been left behind by technology? Early in 2011, the New York Times’ Verne G. Kopytoff wrote, “Blogs were once the outlet of choice for people who wanted to express themselves online. But with the rise of sites like Facebook and Twitter, they are losing their allure for many people – particularly the younger generation.” Is this true: has the blogging “craze” of the past decade died as we have moved on to social media and “micro blogging”?

At first glance, it would seem so. A study conducted by the Pew Research Center found that blogging rates among children ages 12 to 17 decreased by half from 2006 to 2009. Among the “older” generation – 18 to 33 year olds, blogging dropped by two percentage points from 2008 to 2010. But during this period, blogging has actually grown in popularity, and even those 12 to 17 year olds may be blogging – even if they don’t really know it. Sites like Tumblr are incredibly popular and well-used among younger people for its ease of use and quick publishing.

Rather than dying, blogging is evolving, and rather than competing with sites like Twitter or Facebook, these forums complement blogging by providing the ability to share links, provide a sneak peak or summary of a longer blog post, or to keep infrequent blog readers up-to-date on topics they may be interested in.

Blogging remains a potent tool for businesses. The BBC, for instance, maintains a blog called “The Editors.” It offers readers a sort of “behind the scenes” look into the BBC news organizations and its aim is to “explain the editorial decisions and dilemmas faced by the teams running the BBC’s news service.” This works so well for them because they are offering information to their readers that is not available anywhere else. This is just one strategy that your business can use to leverage a blog into a successful tool for marketing and engaging with customers.

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