In 2022, there’s no doubt that blogging can be useful to any marketing strategy.
However, even though blogging has been proven to boost leads for brands, SEO, and trust Many busy marketers may remain concerned that blogging’s efficacy may be waning.
Beliefs about “blogging has gone out of fashion” haven’t been alleviated by research. Recently when we polled more than 300 people, asking them how often they check blogs, about 40% of respondents said “never.” This was in line with hubspot’s Not Another State of Marketing Report which found that blogging dropped from the top to third most popular content strategy between the year 2018 to 2020.
However, before getting caught up 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. In our last study found the majority of users do not read blogs, the also revealed an average of 60% readers consume blogs regularly.
The fact is that blogs are still alive. It’s just a matter of working slightly harder to persuade people go through your posts than you previously did.
So, how do you to enter a user’s brain and figure out ways to convince them to visit your blog? Conducting another survey.
Instead of asking over 300 participants, “Do you read blogs? ” I’ve just started another follow-up Lucid survey asking “Why do you typically read blog articles?”
When the poll, which asked the participants to pick the most frequent reason they browse blog content, possible answers included “To discover how to do something completely new,” “To be entertained,” “To learn more about brands or products,” and “To learn about the latest trends and news in my work field.”
Given the volume of leads that blogs for business are known for it is possible to conclude that the majority of readers read blogs to get information about products or brands. However, in reality you may be pleasantly surprised and even be concerned by the top and bottom-ranked motives for readers of blogs:
In reality, only four percent of readers admit to reading blogs to find out about brands or products.
Based on the findings of the study the majority of people are motivated to read blogs that show them how to be a better person. Although 33% of respondents chose this option 20% of respondents said they read blogs for amused, while 12percent use blogs to get information about current trends or news within their field of work.
In addition, 9 percent stated that they’re motivated to read blogs such as gistfocus.com due to every reason listed.
What do the results above translate to?
To attract blog readers You’ll have to develop posts that offer some kind of information or entertainment instead of making use of your blog to talk about your product or brand.
On this post on my blog, I’ll guide you through the three main reasons that the general populace is drawn to browse blogs. I’ll also teach you how to write blog posts that meets the needs of your readers while also spreading the brand’s image.
1. Blogs are read by people to learn something new.
The most popular reason why people go through a blog is to gain knowledge. This doesn’t surprise me in any way.
Why? Posts that contain steps-by-step instructions tutorial videos, short-form information often receive a huge volume of traffic. This is due to the fact that users are seeking out directions on how to perform things on Google each day.
Even if posts don’t inform readers on how to accomplish something at a high level, blogs that talk about difficult topics like research, trends, or subjects that people aren’t acquainted with may spark the interest of a reader.
Psychologically speaking, studies have shown that humans seek out valuable information in the same way as they want food and wealth. As blogger, you are able to make use of this to create content that stimulates curiosity and also discusses issues that relate to your brand, products, or services.
2. Blogs are read by people for entertainment purposes.
People are always looking for information, but they also want to be entertained. Every day, they visit blogs that contain interesting stories, inspire them to laugh or enthral the reader in another way.
This is in line with the 2020 research that revealed that the majority of consumers watched videos as well as using online content solely for the sake of entertainment and enjoyment.
As an entrepreneur, you may be thinking “How do I entertain my readers, while keeping my blog in good standing?”
If you are thinking creatively there are lots possibilities to engage your audience and still remaining true to your the same brand.
As an example, you can create an interesting image or infographic on a trend that is popular within your field. While your audience might not want to invest in this popular trend, the images and details about the subject matter could be entertaining for your readers. On one of our blog posts we highlighted humorous memes used by marketers in their own campaigns.
You could also make a fun, yet informative video or podcast to accompany your blog article. By adding this extra element of information, you can discuss the latest trend in marketing, or even interview an expert in the field that your peers in your industry are following. While this may seem to be “entertaining” to people not in your field however, it may be more engaging than the common blogs that those in your field may be reading.
3. Blogs are read by people to find out about the latest trends in their field of work.
Although people may prefer not to read blogs which focus on your product or brand They might be interested in blogs that focus on the industry in which your product is connected to.
Although the results from the poll noted in the introduction was derived from consumers of all ages with diverse professional backgrounds, it’s quite likely that people in the workforce will check out a blog in the event that it helps them learn or gives them valuable details about their field.
If you look at the HubSpot blog’s readership and data shows that our readers enjoy engaging with content about trends in sales, marketing and service industries. If we also receive expert advice or data on how to make sense of these changes our readers are more interested.
For instance, our industry was recently abuzz with the app for audio on social media, Clubhouse. Although HubSpot was watching this trend even though the app was mostly utilized for celebrities, HubSpot began to produce articles about it every day. 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 reasons why it was becoming a hit We also added to the blog post by adding opinions and quotes from social media marketing professionals on the brand-building potential of the social platform.
