Should you start a blog? (no, they're not dead!)

Many marketers think of blogs as relics of the early internet.

The BEBO and Tumblr days were some of the best of my life – but those are long gone, along with my youth.

With our incessant use of social media, and video content steadily on the rise, the idea of starting a blog might sound, well, outdated.

But here’s the thing —blogs are far from dead.

Done right, blogs can be an invaluable asset for brands that want to build authority, connect with audiences, and control their narrative.

Don’t underestimate the power of this (almost) forgotten form of media. Some of the most renowned creators like Gary V and Tim Ferriss started out as bloggers.

But before we unpack the basics, what do we mean when we say 'blog?'

Basically, a blog is just a collection of articles written about a particular topic or theme published on a website.

According to Mailchimp, blog posts are incredibly effective in showcasing your expertise and the personality of your brand.

From how-to guides to in-depth articles, blogs let brands go deep, building trust by offering value that can’t fit into a tweet or social post.

The kicker? When you incorporate the proper SEO techniques, blogs can help you rank higher in internet searches and bring more potential customers to your website, too.

Google still values quality written content. And blogs provide consistent material for search engines to index. Unlike social media posts, which are fleeting, blog posts offer lasting visibility.

Well-crafted blog posts are perfect for nurturing leads through education. They're a way to build trust before asking for a sale. A strategic blog can be a powerful part of your lead-gen funnel.

The key is to use clear CTA's and content upgrades (like downloadable guides) to keep readers engaged.

But blogs aren't just an opportunity for lead generation. They can also actually make you money on their own.

One of the most common ways of monetising a blog is using affiliate links.

Just make sure these aren't totally random! Instead, these recommended products and services should relate to your niche. Scatter links to these products as a recommendation throughout your video and written posts.

However, to do so, you have to work to become seen as somewhat of an expert in your industry. Ain't nobody buying from a nobody.

So your content should position you as someone they should actually listen to. Only then will your audience take your recommendations seriously.

You can also sell ad space on your blog. You can do these one of two ways: negotiate directly with different companies or use an advertising network. If you build up a decent readership, this can be a lucrative strategy.

Social media is unpredictable—your content’s reach depends on algorithms, which change constantly.

Blogs, however, are a platform you own, letting you control the message, style, and reach.

They can serve as a central content hub, where each blog post gets repurposed into content for social media, your email newsletters, and other channels. Think of a blog as the heart of your content ecosystem.

These so-called relics are far from obsolete – blogs never died, they evolved.

And they've aged gracefully into a powerful little tool for building your brand.

-Sophie, Writer