I have been noticing lately that many content marketing firms are recommending and selling blogs as a means to drive traffic to a website. In addition, I have been noticing that many law firms are trying to use blogs as their primary way to attract readers to their websites. To be clear, blogs are useful and have a place in the online marketing scheme, but are they the panacea that many seek? Can blogging be the answer to reviving a suffering website? Or are blogs overrated?
By C J Oakes
Blogs are great ways to communicate current issues, news, and events to followers. People in touch with your organization, who follow you personally via social media are sure to enjoy a quick, simple post about the day-to-day goings on, but if a webmaster is wanting to obtain long-term traffic from organic search results, a blog is the worst way to make this happen. Why?
I got this idea from an online ad in one of the popular freelance outsourcing websites. A family law attorney in Florida wanted to find someone who could write short posts for the site. In the ad, they stated that they were not interested in “getting traffic” but wanted posts that would be “shared in social media” and later picked up by search engines.
Think about that.
This client wanted to waste money.
To begin with, what is the point of written content if not to get traffic? It matters not if the traffic is to the website or to the physical law firm–traffic is needed for business to happen.
Next, they wanted short posts which would be shared on social media with the expectation that these would be found by search engines. Clearly, this firm fails to understand both the nature of blogging in social media and search engines. Allow me to clarify.
The Difference Between a Blog Post and a Static Web Page
One of the most important differences between a blog post and a static web page is the longevity of the information. Blogs are a form of journal roll. As such, the information contained within is expected to be topical, short-lived. A web page, by contrast, is meant to contain evergreen content; content that retains value long-term.
Short-Term Blogs Versus Long-Term Pages
So, when planning to use blogs for social media, plan long, long—LONG term. The spending may be smaller, but such a marketing strategy will have to have permanence. What is spent tomorrow will be the same or more than today.
When building web pages, the information is broader and appeals to a wider audience. Written correctly, the web page will draw traffic indefinitely. Although the cost of the page will be higher in the short-term, the long-term costs can decrease.
This is why at Oakes Writing, we advise clients to invest in a balance of pages and posts. This strategy allows a client to reduce the cost of their content marketing over time, rather than increase it. To us, this just makes more sense. Wouldn’t you agree?
If interested in building a long-term content marketing solution for your website, get in touch with Oakes Writing today.