In 2021, there is no doubt that blogs are good for any marketing strategy.
But, although it is well known, blogs can help brands Improve potential customers, search engine optimization and credibility, Many busy marketers may still worry that the effectiveness of the blog may lose momentum.
Afraid of that “Blog is dead” Has not been relieved by research. Recently, when we surveyed more than 300 people and asked them how often they read blogs, About 40% said “Never”. This is the same as HubSpot is not another marketing status report, The report shows that between 2018 and 2020, blogs dropped from the first place as the most common content strategy to the third place.
However, before you fall into all the negative data, it is important to remember that blogs are still very valuable to marketers-but the way you deal with blogs is more important than ever.And at the same time Our past investigations It was found that 40% of people never read blogs. On the contrary, 60% of consumers read this content frequently.
The fact is that the blog is still very active. You just need to work harder than ever to persuade people to read your content.
So, what is one way to get into the minds of consumers and find out how to motivate them to read your blog? Conduct another investigation.
I haven’t asked more than 300 people recently, “Do you read blogs?” I recently launched a follow-up Lucid survey and asked: “Why do you read blog posts most often?”
In the survey, participants were asked to select the most common reasons why they used blog content. The answer options included “learn how to do something new”, “entertainment”, “learn more about the product or brand”, and “know my work Industry news and trends.”
With the number of potential customers As we all know, business blogs will produce, You might assume that a large percentage of people read blogs to learn about brands or products. However, in reality, you may be surprised by the reasons why your blog ranks the highest and lowest in readership-and a little worried:
In fact, only 4% of consumers said they read blogs to learn about brands or products.
According to the survey results, more people are actually driven to read blogs that teach them how to do new things. 33% of people chose this kind of reasoning, 20% said they read blogs for entertainment, and 12% read blogs to learn about news or trends in their industry.
In addition, 9% said that they were forced to read blogs for all the given reasons.
What does the above result mean?
In order to win blog readers, you need to create content that provides some kind of information value or entertainment, rather than purely using your blog to discuss your brand or products.
In this blog post, I will introduce you to three reasons why the average consumer reads blogs. I will also show you how to create blog content that meets the needs of readers, while also subtly spreading brand awareness.
3 reasons why people read blogs
1. People read blogs to learn new things.
By far, the most common reason people read blog posts is to learn new things. This result did not surprise me at all.
why?Posts with guides, step-by-step procedures, tutorial videos, or quick overviews will usually get A lot of search traffic. This is because people are looking for instructions on how to do things on Google every day.
Even if the post does not tell people how to do something at a granular level, blogs that discuss complex topics (such as research, trends, or topics that people are not familiar with) can arouse people’s curiosity.
Psychologically, Researchers report Humans crave valuable information just as they crave food and financial wealth. As a blogger, you can use it to create content that arouses curiosity and discusses topics related to your brand, service, or product.
For example, on a marketing blog, we might show readers How to use new social media networks, such as clubsBy doing this, marketers or social media users who want to learn how to do this can find our content on search or social media and read it to learn how to create it.
In a broader context, our blog may create multiple pieces of content, discussing trends from multiple perspectives. For example, when the app TikTok appeared, we wrote some blog posts to answer common marketer questions, such as, “What is Douyin?”, “How do brands promote themselves on TikTok?”, Or “How do you use influencer marketing on TikTok?”
In addition to helping our readers, guides or trend-related blogs allow us to highlight the level of research and knowledge we have acquired as marketers. This can also prove to potential customers that HubSpot is a reliable company that sells quality products in the marketing industry.
2. People read blogs for entertainment.
While people desire knowledge, they also like entertainment. Every day, people may read blogs that tell interesting stories, make them laugh, or otherwise arouse their interest.
This is the same as 2020 research It is noted that more and more consumers are watching videos and consuming online content for entertainment and escapism.
However, as a business blogger, you might ask yourself: “How can I please my readers while maintaining the professionalism of the blog?”
The truth is that when you think creatively, there are multiple ways to entertain the audience while maintaining your brand image.
For example, you can create interesting infographics or photo posts about viral trends in your industry. Although your readers may not be willing to invest in this viral trend, images and information about the trend may make them feel happy. In one of our posts, We focused on interesting memes used by marketers in actual activities.
This is an example of a blog post Combine text and video for a better reader experience:
3. People read blogs to learn about trends related to the industry they work in.
Although people may not be interested in reading blogs that specifically discuss your product or brand, they may be more interested in blogs that discuss the industry your product belongs to.
Although the poll results mentioned in the introduction come from ordinary consumers with mixed professional backgrounds, if the blog educates them or provides them with valuable information about their industry, those in the workforce are likely to read the Blog.
When looking at the readership and data of the HubSpot blog, it is clear that our audience likes to read content related to marketing, sales, service, or website industry trends. And when we get tips or data from experts on how to navigate these trends, our readers will be more engaged.
For example, our industry has recently started to talk about Clubhouse, a social media audio application.Although HubSpot has been following this trend and the app is still mainly used by celebrities, we started Production content Once a day, users and brands are invited to join the application.
In addition to explaining what Clubhouse is and why the app is so popular, we also added references and opinions from social media marketers on the potential of the social platform brand in the post.
This is an example of a post we wrote discussing new viral trends and applications.
By responding to trends and news on your website, you can position your blog as the first place to get the latest industry trend insights, educational information, and general tips.
Create content that meets the needs of readers in 2021
So how do you create compelling content to attract audiences with different reading motivations while still spreading brand awareness about your products or services? Consider publishing blog posts that combine industry trends, how-tos, and entertainment. After all, 9% of the respondents surveyed above stated that they read blogs for all the reasons I listed.
Below are two examples of how to create content that meets the interests of multiple groups of blog readers.
Teach your readers how to do something in your industry.
In the HubSpot blog, each of our articles introduces some specific content to readers. For example, the post you are currently reading highlights the research we have done on how people read blogs and shows you how to use the results.
In other posts, we will also inform marketers by providing them with a step-by-step guide to marketing strategies or examples of how brands can use promotional trends. No matter what we write, we always try to teach the reader something valuable.
When you create content to educate people about strategies related to your industry, you can also more easily discuss your products in a clever way that does not appear shameless due to excessive publicity.
For example, when we discuss strategies that HubSpot can help, we may cleverly link readers to the tools or resources we provide that can help them. This is an example mentioned by HubSpot In a post about form building tools:
We also want to include free offers related to our content at the end of each blog post. When we do this, readers can learn more about the topic we just taught them. Moreover, when they fill out a simple form requesting free resources, they can choose whether they would like to contact them about one of our products. This makes readers feel that they are receiving valuable information without being forced to understand our products.
Even if you have not specifically acknowledged a certain product, an industry blog that focuses on informing readers can show the professionalism of your company. When your brand is considered to be very knowledgeable about your industry, readers may think that your product was also created by your team of industry experts.
Entertainment industry readers, while still informing them.
Although industry blogs may target company employees or leaders, this does not mean that your content cannot provide information and entertainment. For example, you can use videos, GIFs, images, or interactive blog assets to add to your content while maintaining interest in readers.
For example, you can consider embedding trivia or personality quizzes related to your industry like we do In this blog post:
Sometimes, you can also create an interesting job position that suits your industry readers can be related to. E.g, This is a service blog post We highlight GIFs related to working on the customer service floor:
Entertaining blog content on industry blogs can also showcase your expertise. However, it is important that this content also allows your readers to be associated with your brand on a more humane level.
Develop an effective blogging strategy for 2021
Although using a successful content type can work well, blogs with the highest credibility and fastest growth rate usually have Mixed content to entertain or inform readers, Let them know about the brand or product, or teach them something new. Moreover, in the above-mentioned opinion survey, 9% of consumers said that they would read blogs for “all” reasons listed, so mixed reading is likely to attract and meet the reading needs of multiple different groups.
Editor’s note: This blog post was originally published in May 2020, but has recently been updated for comprehensiveness and freshness.