You read this all the time: blogging is dead. There are 8.8 million entries on Google if you ask if blogging is dead.
And then you’ll read another piece about such and such blogger making millions from their blog due to a tie up/book deal/tv show.
So what’s going on?
Probably something in the middle of the two.
Should you care?
You’re not in the business of blogging, you’re in the business of your business, in whatever sector you’re in. So, should you still be thinking about having a blog for your business?
Yes, because done well a blog still has the power to connect people, and tell a great story.
Or help people learn something.
Or just make their day somehow better.
Blogging has changed over the years, but then so has storytelling.
We have moved from tales around the campfire, through cave paintings and hieroglyphics, the illuminated texts of monastries, the comic book, the silent movie, the talkies….change is always with us.
I would think of a blog as a collection of short stories, rather than chapters in an epic book. Everything should stand alone, be interesting, captivating, useful and make someone go “that’s me, they get me”. You could be talking about your latest product, the story behind your business getting started, or just something crazy that happened in the world and your view on it.
You want people to get you, because you appear to get them. And when people get you, they tend to want to do things with you.
To me, this means your posts should be unique, compelling, opinionated even. Think about it, it’s very hard to rally behind a bland, beige view of things. You probably didn’t design your business to be beige, so why make anything else that way?
What’s the least beige thing about your business? Start your story there.