In 2022, there’s no doubt that blogging can be useful to any marketing strategy.
However, even though blogging has been shown to aid brands in boosting leads as well as SEO and credibility Many busy marketers may be concerned that the effectiveness of blogging might be declining.
The fears of “blogging will soon be dead” haven’t been alleviated by research. Recently when we polled more than 300 people to find out what they read about on blogs, about 40% of respondents said “never.” This was in line with the HubSpot’s Not Another State of Marketing Report which showed that blogging dropped from the top to third most popular content strategy between the year 2018 to 2020.
However, before getting involved with all the negative data It’s important to realize that blogging remains incredibly beneficial to marketers however, the approach you take to blogging is more important than ever. While our previous survey revealed 40 percent of readers have never read blogs, the was also found an average of 60% users consume blogs regularly.
The fact is that blog posts are alive and well. It’s just a matter of working slightly more to convince people to take a look at your blog content more than they previously did.
So, how do you to get inside a reader’s brain and figure out ways to get them interested in reading your blog? Doing another survey.
Instead of asking over 300 respondents, “Do you read blogs? ” I’ve recently started another follow-up Lucid survey which asked “Why do you typically read blog articles?”
When the poll, participants were asked to choose the most popular reason they browse blog content, possible answers included “To discover how to do something completely new,” “To be entertained,” “To learn more about the products or brands they use,” and “To learn about the latest trends and news in my work field.”
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With the amount of leads that blogs for business have been known to generate it is possible to conclude that the majority of readers read blogs to find out about the brands or products they are interested in. In reality, however you may be pleasantly surprised (and a bit be concerned by the most and least-ranked reasons for reading blogs:
In reality, just four percent of readers claim to read blogs to find out about brands or products.
Based on the results of the study it appears that more people are motivated to read blogs that show them how to be a better person. When 33% of respondents opted for this as a reason 20% of respondents said they read blogs for amused, whereas 12percent use blogs to get information about the latest news or developments within their field of work.
Furthermore, 9% of respondents reported that they are compelled to read blogs due to any of the reasons listed.
What do the numbers above translate to?
To attract readers to your blog To attract readers to your blog, you must create posts that offer some kind of information or entertainment instead of making your blog a platform to talk about your company or brand.
This blog article will guide you through the three main reasons that the general populace is drawn to browse blogs. I’ll also demonstrate how to make blog content that is able to meet the needs of readers while also spreading the brand’s image.
1. Blogs are read by people to learn something new.
The most frequent reason people go through a blog is to discover something new. This isn’t surprising to me in the least.
Why? Articles that provide instructions, step-by-step procedures tutorial videos, quick-facts usually attract a significant number of searches. This is due to the fact that users are seeking out directions on how to perform things on Google all day long.
Even if posts don’t inform people on how to do things on a more granular level, blogs that talk about complicated topics like research, trends, or other topics that aren’t acquainted with may spark people’s interest.
Psychologically, research has shown that humans seek out valuable information in the same way as they desire food and wealth. As blogger, you have the ability to make use of this to create content that draws attention, and is also a good way to discuss issues that relate to your brand, products, or services.
2. Blogs are read to entertain themselves.
People are always looking for information, but they also enjoy being entertained. Every day, they visit blogs that contain interesting stories, inspire them to laugh or interest the reader in another way.
This is consistent with the 2020 research that revealed that the majority of consumers watched videos as well as engaging with online content in the name of entertainment and enjoyment.
However, as an entrepreneur, you may be thinking “How do I entertain my readers, while keeping my blog in good standing?”
When you think in a creative way there are lots possibilities to keep your audience entertained while being true to your the same brand.
You could, for instance, make a fun informational or visual post on a trend that is popular within your field. While your audience might not be interested in investing in this trend, the images and details about the topic could entice your readers. On one of our articles we shared funny images that marketers employed in their own campaigns.
You could also create a fun but informative, podcast or video to accompany your blog article. With this additional layers of material, you can discuss the latest trend in marketing, or talk to an expert who people in your industry are following. Although this may seem to be “entertaining” to people who aren’t in your field however, it may be more engaging than the typical blogs that people within your field are reading.
3. Blogs are read by people to find out about the latest trends in their work field.
While some people might have no interest in blogs that focus on your product or brand but they might be attracted by blogs that focus on the industry in which your product is associated with.
The results of the poll mentioned in the introduction was derived from consumers of all ages with diverse backgrounds, it’s more likely that workers are likely to read blogs in the event that it helps them learn or gives them valuable information regarding their profession.
If you look at the HubSpot Blog’s blog readership and statistics shows that our readers enjoy the reading of content that is related to trends in the sales, marketing services, website, or industries. If we also receive advice from experts or information about how to deal with these changes the readers are more attracted.
For example, our field was recently abuzz with the app for audio on social media, Clubhouse. Although HubSpot was watching this trend, the app was mainly utilized by famous people, we began to publish daily content on it. brand and users were invited to sign up for the application.
Along with providing a brief explanation of the basics of what Clubhouse was and the reason why the app was gaining popularity We also enriched the article by including opinions and quotes from social media marketing professionals on the potential of social media’s brand value.