Is blogging old hat?

BloggingHow blogging has changed

Possibly the term ‘blog’ has become outdated, but the reality is that blogging is as popular as ever but under a new guise.

The blog has progressed into new formats and is being given new labels to make it sound more contemporary.

The word blog originally comes from the term 'web log’ and was traditionally an online journal by a single person.

Nowadays, the noun ‘blog’ is described by the Oxford English Dictionary as:

A regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.

This loose definition gives plenty of scope for interpretation. And, of course, a blog doesn’t just have to contain written content, it can now comprise a video, podcast or other informative nuggets. More formats are being used to add diversity and bring energy to blogging - and to encourage shares.

Shares on social media

What hasn’t changed is that blogs are still heavily used in content marketing.

If you struggle to keep your online presence high, a blog gives you a platform to pull together content and provides a source of regular social media posts. And it’s worth re-sharing old articles that may tie-in with something that’s currently topical.

Every post you write gives you content to share on social networks such as Twitter, LinkedIn and Facebook. And by strengthening your social media profile, you can reach fresh audiences and drive new visitors to your website.

Companies with active blogs generate 55% more site visits, 97% more links to their websites, and their pages get indexed 434% more often. (Source:

Appear higher in search engine results

Google and other search engines look for signs that your website is active. By publishing new content, they will pick up on the fact that your site is current and you're more likely to appear higher in listings. Each blog post you publish gives you another indexed page on your website, and for years to come, you can continue to get traffic and leads from that individual blog post.

1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (Source:

Search engines look for keywords so they can bring up the most appropriate results for the terms being searched. Therefore, blogging can become a crucial element of your SEO (Search Engine Optimisation) strategy as your posts should naturally include those keywords most pertinent to your line of business. If they don’t, you should go back through and see where you can insert those words naturally, so they fit seamlessly into the flow of your narrative.

Drive traffic to your website

Integrating your blog into your website, as I’ve done, gives you a chance to convert your blog readers into customers. If you don’t want to use the word ‘blog’ on your site, you can always give your blog a name or simply put in under ‘latest news’ on your menu options.

Nearly all customers will check out a company’s website as part of their research, and a blog gives you the chance to speak to potential clients informally and show more of your personality. To get the most from your blog posts include a call to action at the end of each new page to help convert visitors to your site into leads.

Blogging gives you the opportunity to display your expertise, demonstrate your credibility and build your reputation in your field. Not everyone who reads your blog is going to become a customer – but the more interactions you have, the better the chances of someone deciding they want to work with you.