According to Matt Cutts, the head of the webspam team at Google, guest blogging is dead.
The reason? The practice has become too spammy. That can be debated, but let’s focus on why a brand should blog in the first place. 77% of internet users report reading blogs. Of that sizable herd, 81% of U.S. online consumers find blogs trustworthy and informative. Without making this about statistics, blogs equate to consumer attention and authority for brands.
But let’s be fair. Most brands (especially small businesses) only want to blog about one thing—their products. According to Ignite Spot, 61% of U.S. Consumers have bought something based on blog content. If blogs can generate sales, why talk about anything but products and features? The simple answer is that overly commercial blogs are spammy and boring. The average Internet user is spending 23 hours online per week, allowing them to see much more content than they did even a few years ago. If your blogs look like nothing more than a wordy commercial, they will be just as dead as guest posting.
A New Hope. So just writing about products and promotions is bad. What should you be writing about? Glad you asked. Below are a few suggestion to get you started down the right path:
- Local events: Blogging about a traditional festival or new fundraiser in your community is great content for a few reasons. First, it establishes you as an information source to your readers, instead of a salesman. Second, it shows potential customers that you care about their local community, and want to share in those experiences. Finally, it helps out other businesses, who will likely return the favor when you have news to share. Local events are a bit of a misnomer if you’re writing for a national brand, but you can always scale up to events like the Big Ten or the Grammys.
- Employee profiles: Does every customer rave about your hostess? Why not do a profile on her for your blog? This will establish more of a relationship between your customers and employees, and content like this shows your readers that that you care about your staff. Only interview willing employees though. Don’t force anyone to participate if they don’t want to.
- (Slightly) Controversial Opinions: Perhaps the local neighborhood is getting a chain restaurant in the spot where everyone’s favorite diner used to reside. Feel free to put just a bit of vitriol behind your blog suggesting everyone shop local. You will want to be very careful with this option. As my grandfather always said, avoid talking about religion and politics in public. You want your customers interested and engaged, not pissed off at your personal views.
Hopefully this will add a few options for your new editorial calendar, but keep in mind that the best way to keep your blogs fresh is to keep learning. Experiment with new topics, and keep reading.
What blog topics have you found the most useful for your brand? What failed horribly? Feel free to share below, or find on Twitter.