When something is hard we ask ourselves over and over again if we really need that thing we don’t want to do. Do I really need to blog in the age of social media? Yes! The purpose of blogging and the purpose of social media are totally different.
You control the flow of information on your blog post. You can add lead magnets and links to other posts easily. On social media, you are at the mercy of an algorithm to show your clients your content. Also, think about this, if social media goes down, how are you going to connect with your clients? With SEO, blog posts, lead magnets to a mailing list, you can stay connected with your clients no matter what social media does.
The lifespan of a social media post is about 6-hours, the lifespan of a blog post is about 700 days.
You are at the mercy of “the algorithm” to get your content in front of your prospective clients. With blogging, you own your website, your blog and all of the content on it. You can write as much as you want and you know when prospective clients arrive at your blog they will take the content as you deliver it.
Blog posts can be both informative and offer value to your prospective clients. Once they have read your post you can offer a freebie at the bottom of your post that is customized to that blog post. With social media, once they read your post they will just keep scrolling. On the off chance, they go to your profile and click on the link and then go to your links page… You see where I’m going here, the process is way longer on the social media platform. The platforms are there to keep people scrolling, not to lead them to your lead magnet.
“When it comes to Facebook, a post has an average life span of 6 hours, but 75% of the impressions happen in the first 2 hours and 30 minutes” ~ GreenUmbrella Biz
“Blogging is the gold standard for post longevity. An evergreen post can remain effective for over two years” ~ WindMind Creative
The purpose of blogging is to drive traffic to your website by providing quality content to prospective clients. The purpose of social media posts is to stay engaged with your audience on that platform.
You may also be interested in this post about blogging essentials for photographers.