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6 Reasons Why You Should Quit Blogging

6 Reasons Why You Should Quit Blogging

There’s been a recent trend in businesses and agencies abandoning their blogs to instead invest in social media.  I can’t say the decline is very surprising — blogging is hard work.

It’s difficult to produce valuable posts, and it’s even tougher to do it on a consistent basis. Especially in the beginning, it’s frustrating to create content that no one sees. It’s hard to put your time, money and effort into an endeavor you only hope will lead to new business.

So, many businesses quit blogging.  

Most give up before blogging really pays off, and as a result, truly gain nothing from their investment.  They search for greener pastures and an easier way of accomplishing the same goals.

As a result, it’s not surprising to hear that many of the businesses and agencies abandoning blogging are doing so in exchange for deeper investment in social media. With this in mind, I created a list of reasons why a company should quit blogging.

You should quit blogging if…

1. You want an uncertain future

Abandoning blogging for social media is a dangerous move.  What you’re really doing is giving away the keys to your kingdom. Not only are you eliminating many of the benefits of authorship that blogging provides, you’re betting the farm on the longevity and continued value of individual social networks.

Sure, Facebook seems fairly invincible — but the landscape could easily change within the next few years.  In fact, I’d be shocked if it didn’t.

In this fast paced online world, the only constant is change, even among the titans.

What’s even more likely than the failure of any particular social network is the proliferation of additional “potentially valuable” networks.  This poses a danger of spreading your efforts too thin, eliminating the potential for building a noticeable presence on any single network.

Alternatively, anything you publish on your blog is yours.  You’ve created it, and you can continue serving it to visitors as long as you pay your hosting bills.  As social networks rise and fall, your blog will live on.

2. You want to sell to the wrong audience

Investing in a social media presence over a blog may make sense at first.   After all, it’s often much easier to secure a  Twitter follower or Facebook fan than it is to get a feed or newsletter subscriber.

What most businesses don’t realize is that it takes very little effort and almost no personal investment for an individual to become a Twitter follower or Facebook fan.  The ease of acquiring connections is almost always inversely associated with the likelihood of selling to that connection.

For many bloggers, each post and piece of content serves a very specific goal: to encourage readers to perform actions that increasingly strengthen their investment in the blog and brand.   It’s much more difficult to cultivate and continuously reengage with social audiences.

By bringing these visitors to your blog and giving them a reason to stay, you’ve brought them into an inner circle where your brand and influence is much stronger.

3. You don’t want to get the most out of social media

It’s ironic to think that businesses are leaving blogging hoping to gain more value from social media, especially when so many have been vocal about the difficulties associated with selling directly to social audiences.  Social ads often have extremely low conversion rates — arguably because there’s a mismatch between the intentions of social users and the actions advertisers are hoping they’ll perform.

Social users are primed to share content.   This makes social media the perfect place to acquire new visitors to your blog, but one of the worst places to sell your products or services directly.

Social audiences should be seen as the starting point:  the outermost, easiest, and most loosely tied connection to be made.

Creating and sharing content you’ve created on your blog within social media allows you to effectively harness the power of social audiences (because you’re giving them what they want), while simultaneously increasing the likelihood that certain users will begin to invest more heavily in your message and brand.  Giving social users content to consume creates opportunities to keep them engaged.

4. You don’t want improved rankings

Creating content for your blog is one of the most powerful things you can do to improve the way your website ranks in search engines, across the board.  As Google gets more adept at detecting manipulation, websites that create true value for users will continue to outperform those that don’t.

By publishing content that is helpful to people, you’re sending all kinds of signals to the search engines that your site is worthy of high rankings.

Blog content created with users in mind tends to:

  • Generate more significant, natural links from a variety of websites
  • Engage social users and drive social metrics that can influence rankings
  • Rank for a wide variety of long-tail keywords

By abandoning blogging, or by only engaging on social websites, you’re giving up on the power content has to generate the links that drive organic ranking improvements.

5. You want to be limited by someone else’s rules

Twitter limits you to 140 characters.  Facebook limits you by their terms of service.

Social platforms limit how you tell your story and dictate how others interact with the content you create.

In some instances this makes sharing content easier, but it can severely limit the reach and impact content can have if that content is restricted to social platforms only.

Running your own blog means you can test the limits of the browser and the user’s experience with your brand, including:

  • Ability to run scripts and  interactive elements
  • Ability to track user interaction without limitation
  • No limits on content medium or message
  • Capturing user contact information and building lists

6. You want to do more busywork and less real work

Sharing content others have created does little to elevate your brand in the long term. And yet, this activity dominates the work performed by team members responsible for spreading a brand’s message through social media.

There’s value in providing useful content for audiences you’re cultivating on sites like Twitter and Facebook. But, this value pales in comparison to the loyalty that can be cultivated by actually creating new and valuable content yourself.

Creating content that is unique and provides value beyond the “me too” regurgitation of  ideas is the real, hard work required for online marketing success.

Conclusion

By now, you’ve caught on you should only quit blogging if you want to forfeit the many benefits that come with it. Instead of acting as a blog replacement, social media should be used to cultivate a targeted audience and lead that audience to your on-site content.

Businesses that make the mistake of abandoning on-site content creation are making a grave mistake — but it’s a mistake you’ll want your competitors to continue making.  With less noise, the signal great content creates can become even more clear, providing even more benefit to those businesses willing to make the investment.

Why will YOU never stop blogging? Let us know in the comments below.

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Comments

  1. This is an awesome article! It’s very shortsighted to abandon blogging and rely only on social media marketing. One additional thing that should be mentioned is you don’t own the content you post on social networks. Almost all social networks state in their TOS that they own any content on their network and can do what they please with it. Do you want to build your entire business on a platform you don’t own?

    • Daniel Tynski says:

      Derrick, thanks for the feedback…also, great points about ownership of the content you publish outside your blog.

    • Keith says:

      Great point Derrick, and one I often bring up. The beauty of Facebook is it’s more than 900,000,000 users who add value (content) on a daily basis. Most people still don’t understand the old adage. If you aren’t paying for the product, you are the product.

  2. I totally concur. I’d add #7: If you want to muddy up your brand and lose the single best way to express a likable, value-providing business personality.

    • Daniel Tynski says:

      That’s just it…by having a blog you are creating an asset for your business. The more users engage with your brand, the more they learn about who you are and why they should like you! Thanks Annie!

  3. Fantastic post, guys. You nailed it. It is far easier to engage on social media vs. blogging, however you’re just giving up so much by abandoning your blog, in particular, the keys to the kingdom and ownership of your content. We see a fantastic response to our blog because of quality of content and consistency, and as more and more blogs in the niche drop off, the pie only grows larger for us — the same applies in every other niche. Keep on blogging . . .

    • Daniel Tynski says:

      Thanks Joshua, couldn’t agree more. Its nice to see that so many people understand the inherent value of producing content on-site. While some may be abandoning blogging, those that will really succeed in the end are the ones who realize the importance of creating value for an audience that can continue to engage with you over time.

      • Daniel – We’re actually redoubling our efforts, and have brought 1/2 dozen new regular contributors to our blog in the past week or so because we’re really reaping the rewards from the quality content we’re producing. We’ve seen traffic to our blog double from a pretty healthy number last year to now, and I believe we’re going to continue to watch it grow, and as a result, bring new users to our social network.

        Let the rest of them give up because it is too hard . . . we’ll be working hard and building a better and stronger brand thanks to our blogging efforts.

  4. Re: “Instead of acting as a blog replacement, social media should be used to cultivate a targeted audience and lead that audience to your on-site content.”
    Couldn’t have said it any better!
    In my niche (real estate), I often hear Agents ask if they should start a Facebook Page rather than a blog. It makes me cringe… Not that there’s anything wrong with a Facebook Page. But if you’re using it as a replacement for a website, you’re “doing it wrong.”
    Nothing beats a great website, with strong cornerstone content, and built-in lead generation tools to attract and convert traffic.

    • Daniel Tynski says:

      EXACTLY. Small and local businesses need to be especially aware of this, although there’s no denying how hard it can be to consistently produce content.

  5. Kate OMara says:

    I have two blogs and use them to produce content. My vision is for the long term. Thank you for confirming my thoughts on the current situation.

    http://whenkateblogs.blogspot.com & http://solidhappiness.blogspot.com

    • Daniel Tynski says:

      You’re welcome! Thanks for reading!

  6. Mary Page says:

    Agreed. I know what I know and improve because I read a blog like this. It gives me ideas, gives great information, and helps in more ways than I could ever list. Thanks for taking the time to blog and thanks for letting us know that a blog will continue to be part of the strategy for business.

    • Daniel Tynski says:

      Mary, no problem! We all look for inspiration and advice wherever we can find it. That’s another amazing part of creating content – it can be the perfect catalyst for inspiring and being inspired!

  7. Ayaz says:

    Thanks for sharing a really informative article but I think quitting blogging only remain only a option when you did not have proper strategy and team to manage social media. Now a days if you missing social media marketing than you really missing big opportunity to market your business internationally.

  8. Nikole Hahn says:

    Because I love blogging, reaching people, encouraging them, and hearing from them. I blog everyday and it is hard work. At the start of blogging, I maybe reached a handful of people, but in the last two years of improving my performance I am now up to 2,000 a month. My early blogs were unpracticed looking, but as I got better at it my audience grew, especially when I opened a twitter account.

    • Daniel Tynski says:

      The proof is in the pudding. Making an argument for blogging isn’t hard if your audience has ever done blogging consistently. It’s amazing the progress one can achieve simply by sticking to it!

  9. Chris Winfield says:

    It would be beautiful irony if one the of the people who made the suggestion to abandon blogging used this headline as ‘proof’ that they were right :) Because we know how people love to skim!

  10. Samuli Pesu says:

    Great article and well pointing out that the blog is the engine of the online machine, and content is the fuel. Social networks are good for sharing the content of the blog and driving traffic for your own website / blog.

    • Samuli Pesu says:

      By the way, well put controversial (interesting) topic for the article. Otherwise I would not have read it:)

      • Daniel Tynski says:

        Thank you! Never underestimate the power of headlines! Bloggers were certainly not the first to realize this!

    • Daniel Tynski says:

      Social media is by far one of the best places to secure new readership. What’s important to understand is that social audiences on different platforms and sits can each have unique needs. Understanding these needs is key to creating content they respond to.

  11. Great points, Daniel.

    Clients (and all of us) get distracted by hype and flashy things. The lure of relying on social media is its perceived ease compared to having to create yet another blog post. Relying too much on social media platforms puts you in a “digital sharecropper” position where you are susceptible to the whims of the market. If Facebook, Twitter, or the Next Big Thing change their rules, go out of business, whatever, then it’s adios to the leads and relationships you’ve established there.

    Better to keep the conversation on your turf and build your brand, not someone else’s. I’ll keep your post handy for future reference.

    • Daniel Tynski says:

      Brad, glad this post was of use. I think it’s so satisfying to consistently create content in the same place — it adds so much vale in the long term. Social media is the perfect place to share ideas, but not to aggregate a large contribution of work, or educate to any significant degree.

  12. Chris M says:

    Cheers for the article, Daniel. Some incredibly good points in the pot, points worth sending along to clients to bring them up to speed around the importance of blogging.

    • Daniel Tynski says:

      So glad to have created a resource you can use. Sometime it can be difficult to convince clients to invest in longer term solutions (that actually produce results), when shortcuts can seem so tantalizing.

  13. Great post!I I continue to tell my clients to create great content on their own site and then distribute links to that site around all the social media channels. Posting a link or a comment on facebook gets lost within a day. A blog will generate traffic for a lot longer!
    Great blog title too! That really sucked me in because I didn’t believe it!

    • Daniel Tynski says:

      Thanks! It’s amazing how content on your blog sometimes comes back to life. It’s so fun to see something you published a year ago start generating traffic again after being shared or discovered by the right person or publication.

  14. Great! To sum it up, Blogs are for individuals who have dreams of being successful in the long run while Social Media Fanatics are individuals who wanted to interact with people with the taught of acquiring a fast phase of engaging people.