“Blog writing is dying, content is no longer king! Blah blah blah, blah, blah, blah blah blah”.
We’ve heard it all a thousand times before.
But the fact of the matter is that content writing isn’t dying. In fact, content writing will never die - like Peter Pan, or Keith Richards.
So, if your business can’t get no satisfaction from its content strategy, we’ve got some bad news for you: content writing isn’t dying, but your creativity might be.
Join us in myth-busting the death of written content as we explore how (and why) blog posts are still the number one go-to for any content marketing strategy.
The decline of content? Fake news!
Nobody reads written content anymore, haven’t you heard? Y’know, except you and the rest of our audience reading this blog post right now…
Content writing is far from its deathbed, unlike some marketers may lead you to believe. But that’s not to say it’s as easy as it once was to drive quick and effective results through written content.
Many businesses may be finding it harder to drive their content marketing objectives with blog posts for a variety of reasons, including:
Nowadays, every man and his dog is publishing content online - the cat is well and truly out of the bag.
That’s no exaggeration, either - there are 4.4 million new blog posts published every single day. Yup, 4.4 million!
This means it’s highly unlikely your business will be posting in a space without competitors, all of whom will be writing to the same audiences and addressing the same topics and pain points.
With an oversaturation of content in each and every corner of the market, it’s becoming increasingly hard for brands to create unique and valuable content for their audience.
More than half of all web traffic now comes from mobile devices. This trend only looks set to continue, too, with projections estimating a further 25% increase in mobile traffic by 2025.
Written content, especially in longer form, can appear less digestible on mobile, meaning more readers will skim your content (or at worst, bounce straight back off the page).
The emergence of other formats
Multimedia content has been on the up for many years now. This has led to the stratospheric rise of popular content formats like video and podcasts.
The ease and convenience of consuming and retaining content through these engaging mediums has led audiences to turn to video and podcasts in droves.
As of 2022, the average person is predicted to spend 100 minutes a day consuming video content. On top of that, 25% of Brits now listen to podcasts regularly - up from just 14% in 2019.
In short? The popularity of digital blog content means it’s becoming harder and harder to stand out from the crowd. This means many brands are left lacking the technical skill and creative expertise to create written content with purpose.
Breathing new life into your content
Just because it's harder to achieve success with your blog content doesn’t mean the art form is dead.
It simply means you need to improve the quality of your content and think a little further outside the box.
Hurdles such as oversaturation and the emergence of mobile-friendly formats aren’t daggers to the heart of content writing, but rather papercuts to the finger of the writer.
With a little creativity and know-how, you can breathe new life into your blog content and unlock the untapped potential of best-in-space written content.
There are a variety of ways you can improve the quality and value of your blog content, including:
Originality is the most effective way to stand out from the crowd, so don your thinking cap and strive to uncover fresh and unique angles.
A decent proportion of content on the internet covers the same ground, so this original concept doesn’t have to be an entirely new topic - finding new angles or interesting takes on tired concepts can be just as effective.
This approach is particularly impactful when looking to spark interest and drive engagement with unimaginative or uninspiring topics.
Whether it’s expressing an unvoiced opinion, sharing a compelling real-life story or turning traditional angles on their head, consider how you can leverage your experience and expertise to add something brand new to the conversation.
Injecting a little personality into your written content can be a great way of asserting your brand voice and entertaining your audience. Again, this can be an incredibly powerful tool in separating your content from that of your competitors.
Swap out the stuffy language and corporate tone where it makes sense, favouring conversational and personable writing that feels fresh and engaging to read.
The trick is to ensure that this doesn’t go too far in the wrong direction - you need to ensure that you remain on-brand in your adopted voice and persona. Consider the defining characteristics of your brand’s image and embrace these hallmarks in the personality you convey through content.
Aesthetics matter - especially in light of the ongoing rise of mobile-first browsing habits.
Consider how you present your written content to ensure it’s digestible and visually engaging. This’ll bolster your SEO performance in the long term by improving your readability and hooking your readers for longer as a result of this improved accessibility.
Huge walls of text with no paragraph spaces or imagery can be an instant turn-off for readers (no matter how engaging or valuable the written content is).
- Using smaller paragraphs (2-4 lines, where possible)
- Separating paragraphs with space to aid readability
- Using bullet points
- Communicating in short, succinct sentences
- Featuring descriptive subheadings for each section
- Including multimedia (images, infographics and video)
The more things change, the more they stay the same
To enjoy regular success with your blog content strategy, you need to ensure you always have your finger on the pulse.
You need to know the latest in your industry and the latest in content best practices, then consistently apply this knowledge to the content you create.
But that’s not to say the times are always a-changin’.
While the techniques and strategies you use to reap the greatest rewards from your blog content may evolve, the core benefits of written content will always stay the same:
- Ease of production: blog writing will always be a quick, efficient and cost-effective way to scale up your content marketing efforts, especially compared to video and podcast production
- Search optimisation: written content will always be king in the eyes of good ol’ Google, meaning blog posts will always boast organic ranking potential (providing other aspects of your SEO strategy are on point, of course)
- A wider audience: sure, demographics have preferences as far as content formats go, but this doesn’t mean every member of your audience is the same. Incorporating varying formats into your content strategy means you can engage every type of audience member, and written content is a timeless format that will always engage by remaining universally compatible and comprehensible across all platforms and audiences
Content writing isn't dying.
61% of internet users have bought something after reading a blog, and an average of 67% more leads are generated when a business blogs. It’s the reason 92% of marketers are still creating blog content in 2022.
However, your creative output might need reawakening. Algorithms will continue to evolve, audience expectations will continue to heighten and competition will continue to heat up. This means you need to leverage valuable expertise and creative skill to set your content apart from the rest and drive the results you want to see.
Rather leave it to the professionals? Blog content is what we do best. Make sure your brand is harnessing the true power of written content by signing up for one of our convenient and cost-effective blog content packages today.