In 2021, there isn’t any query that running a blog is useful to any advertising and marketing technique.

But, whereas running a blog has been identified to assist manufacturers enhance leads, website positioning, and credibility, many busy entrepreneurs may nonetheless fear that running a blog’s effectiveness might be dropping steam.

Fears that “blogging is dead” have not been eased by analysis. Recently, once we polled over 300 folks to ask them how typically they learn blogs, roughly 40% stated “never.” This adopted HubSpot’s Not Another State of Marketing Report, which revealed that running a blog fell from the primary to third-most-common content technique between 2018 and 2020.

But, earlier than you get wrapped up in all of the adverse knowledge, it is vital to keep in mind that running a blog continues to be extremely beneficial to entrepreneurs — however the way in which you method running a blog issues greater than ever. And, whereas our previous survey discovered that 40% of individuals by no means learn blogs, it conversely revealed that 60% of shoppers learn this content repeatedly.

The reality is, running a blog is alive and properly. You’ll simply want to work a tiny bit tougher to persuade folks to learn your content than you have got in the previous.

So, what’s a technique to get right into a shopper’s head and determine how to inspire them to learn your weblog? Performing one other survey.

Rather than asking greater than 300 folks, “Do you read blogs?”, I lately launched a follow-up Lucid survey that requested, “Why do you most commonly read blog posts?”

In the survey, which requested contributors to choose the commonest motive that they devour weblog content, reply choices included, “To learn how to do something new,” “To be entertained,” “To learn more about products or brands,” and “To learn about news and trends in my job industry.”

With the variety of leads that enterprise blogs are identified to generate, you may assume that a big chunk of individuals learn blogs to study manufacturers or merchandise. But, truly, you is perhaps shocked — and a little bit involved — by the very best and lowest-ranking causes for weblog readership:

In truth, solely 4 p.c of shoppers say they learn blogs to study manufacturers or merchandise.

According to the outcomes of the survey, extra persons are truly pushed to learn blogs that train them how to do one thing new. While 33% chosen this reasoning, 20% stated they learn blogs to be entertained, whereas 12% learn blogs to study information or traits in their job trade.

Additionally, 9% stated they’re pushed to learn blogs for the entire causes given.

What precisely do the outcomes above imply?

To win over weblog readers, you will want to create content that gives some kind of informative worth or leisure, somewhat than purely utilizing your weblog to focus on your model or product.

In this weblog publish, I’ll stroll you thru the highest three the reason why the final shopper inhabitants is pushed to learn blogs. I’ll additionally present you ways to create weblog content that fulfills your reader’s wants whereas nonetheless subtly spreading model consciousness.

3 Reasons People Read Blogs

1. People learn blogs to be taught one thing new.

By far, the commonest motive that folks will learn a weblog publish is to be taught one thing new. This outcome does not shock me in any respect.

Why? Posts that embrace guides, step-by-step processes, tutorial movies, or fast-facts typically achieve a considerable amount of search visitors. This is as a result of persons are wanting up directions for a way to do issues on Google day-after-day.

Even when posts aren’t informing folks of how to do one thing on a granular degree, blogs that debate advanced subjects reminiscent of research, traits, or subjects persons are much less aware of can pique an individual’s curiosity.

Psychologically,  researchers have reported that people crave beneficial info equally to how they crave meals and monetary wealth. As a blogger, you may harness this to create content that each piques curiosity, whereas discussing subjects associated to your model, service, or merchandise.

For instance, on the Marketing Blog, we would present our readers how to use a brand new social media community, like Clubhouse. By doing this, entrepreneurs or social media customers who need to learn the way to do that might discover our content in search or on social media and skim it to learn the way to create this content.

On a broader scope, our weblog may create a number of items of content that debate a pattern from a number of angles. For instance, when the app TikTook emerged, we wrote a number of weblog posts to reply frequent marketer questions like, “What is TikTok?”, “How do brands market themselves on TikTok?”, or “How do you leverage influencer marketing on TikTok?”

Aside from serving to our readers, information or trend-related blogs permit us to spotlight the extent of analysis and information we have gained as entrepreneurs. This might additionally exhibit to a prospect that HubSpot is a reputable firm that sells high quality merchandise throughout the advertising and marketing trade.

2. People learn blogs to be entertained.

While folks crave information, additionally they like to be entertained. Each day, folks may learn blogs that inform fascinating tales, make them snort, or intrigue them in another manner.

This traces up properly with 2020 analysis noting that extra shoppers had been watching movies and consuming on-line content for the sake of enjoyable and escapism. 

But, as a enterprise blogger, You is perhaps asking your self, “How can I entertain my readers while still keeping my blog professional?”

The reality is, whenever you suppose creatively, there are a variety of the way you may entertain your viewers whereas nonetheless staying on model.

For instance, you possibly can create a enjoyable infographic or picture publish a few viral pattern in your trade, While your readers won’t be keen to make investments in this viral pattern, the imagery and details about the pattern may entertain them. In one among our posts, we highlighted humorous memes that entrepreneurs used in their precise campaigns.

Example of a post where we highlighted marketing memes to entertain our readersAlternatively, you possibly can additionally create a enjoyable, however informative, video or podcast to go together with your weblog publish. With this added layer of content, you possibly can dive deeper into discussing a viral advertising and marketing pattern, or interview an trade knowledgeable that folks in your area observe. While this won’t be “entertaining” for folks outdoors of your trade, it is perhaps extra fascinating than the typical blogs folks in your area is perhaps studying.

Here’s an example of a blog post that mixes textual content and video for a greater reader expertise:

including videos in your blog posts can make them more entertaining

3. People learn blogs to study traits associated to their job trade.

While folks won’t have an interest in studying blogs that particularly focus on your product or model, they might be extra intrigued by a weblog that discusses an trade your product is affiliated with.

While the ballot outcome famous in the introduction got here from basic shoppers with combined skilled backgrounds, it is possible that these in the workforce will learn a weblog if it educates them or supplies them with beneficial details about their trade.

When wanting on the HubSpot Blog readership and knowledge, it is clear that our audiences having fun with studying content associated to traits in the advertising and marketing, gross sales, service, or web site industries. And, once we get ideas from consultants or knowledge on how to navigate these traits, our readers are much more engaged. 

For instance, our trade lately began buzzing concerning the social media audio app, Clubhouse. While HubSpot had been watching this pattern whereas the app was nonetheless primarily utilized by celebrities, we began to churn out content about it as soon as every-day customers and types started to get invited to be part of the app.

On high of simply explaining what Clubhouse was and why the app was going viral, we additionally added to the publish by together with quotes and opinions from social media entrepreneurs concerning the social platform’s model potential.

Here’s an instance of one of many posts we wrote that mentioned the viral new pattern and app. 

Example of how the HubSpot Blog responded to the Clubhouse trend
Aside from responding to traits, you may moreover write about breaking information associated to your area. For instance, here is one other publish the place we mentioned how a third-party cookie phaseout might impression entrepreneurs.

 

By responding to traits and information in your web site, you place your weblog because the go-to place for the newest trade pattern insights, in addition to instructional info and basic ideas. 

Creating Content That Fulfills Reader Needs in 2021

So, how do you create participating content that pulls in audiences with all completely different studying motivations whereas nonetheless spreading model consciousness about your services or products? Consider publishing weblog posts that mix trade traits, how-tos, and leisure. After all, 9 p.c of the survey recipients polled above stated they learn blogs for the entire causes on the checklist I gave.

Here are two examples of how one can create content that fulfills the pursuits of a number of teams of weblog readers.

Teach your readers how to do one thing in your trade.

At the HubSpot Blog, every of our posts teaches readers about one thing particular. For instance, the publish you are at present studying highlights the analysis we have achieved about how folks learn blogs and exhibits you ways to leverage these outcomes.

In different posts, we’ll additionally inform entrepreneurs by giving them a step-by-step information to a advertising and marketing tactic or examples of how manufacturers leverage promotional traits. Regardless of what we write about, we’re at all times making an attempt to train readers one thing beneficial.

When you create content that educates folks about methods associated to your trade, it is also simpler to subtly focus on your product in a manner that does not appear shameless of over promotional.

For instance, once we’re discussing a method that HubSpot can assist with, we would subtly hyperlink readers to a software or useful resource we provide that may assist them. Here’s an instance of a HubSpot point out in a publish about type constructing instruments:

blog post about form builder tools

We additionally like to embrace free provides associated to our content on the finish of every weblog publish. When we do that, a reader can be taught extra concerning the subject we have simply taught them about. And, after they fill out a easy type requesting the free useful resource, they’ll select whether or not or not they’d like to be contacted about one among our merchandise. This permits the reader to really feel like they’re receiving beneficial info with out being compelled to study our merchandise.

an offer given at the end of a hubspot blog post related to the offer

Even when you do not particularly acknowledge a product, an trade weblog centered on informing readers can exhibit your organization’s degree of experience. When your model is seen as extremely educated about your trade, readers may suppose that your merchandise had been additionally created by your workers of trade consultants.

Entertain trade readers whereas nonetheless informing them.

Even although an trade weblog will possible goal firm workers or leaders, this doesn’t suggest your content cannot be informative and entertaining. For instance, you need to use movies, GIFs, imagery, or interactive weblog belongings to add to your content whereas retaining it fascinating for the reader.

For instance, you possibly can take into account embedding a trivia or persona quiz associated to your trade, as we did in this weblog publish:

HubSpot blog post quiz

On event, you possibly can additionally create a enjoyable, appropriate for work posts that your trade readers can relate to. For instance, here is a Service Blog publish the place we spotlight GIFs associated to engaged on a customer support flooring:

Funny HubSpot blog post featuring GiFs

Entertaining weblog content on an trade weblog can equally exhibit your experience. But, importantly, this content additionally permits your reader to relate to your model on a extra human degree.

Building an Effective 2021 Blog Strategy

While it may be nice to run with one profitable content kind, the blogs with probably the most credibility and quickest development typically have a mixture of content that entertains or informs readers, makes them conscious of manufacturers or merchandise, or teaches them one thing new. And, with 9% of shoppers in the ballot above saying that they’re going to learn blogs for “all” causes listed, there is a good probability {that a} combine will intrigue and fulfill the studying wants of a number of completely different teams.

To be taught extra about how to drive web customers to your weblog, try this publish. For tips about how to be a blogger, try this publish with recommendation from our personal weblog staff.

Editor’s Note: This weblog publish was initially printed in May 2020 however was lately up to date for comprehensiveness and freshness.

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