I read an article today in the San Francisco Chronicle entitled “Blogging is for old people, Pew report finds.” The title references the author’s conclusion after looking at Pew’s study of the millennial generation’s internet usage patterns. If I ran a consumer-to-consumer blogging service, I might be concerned. If we are talking about B-to-B or B-to-C blogging, the Pew study data does not apply.
Blogging is still very much about communication. It is just not primarily focused on C-to-C communication anymore. Blogging is now in its third generation. We have moved past blogs dedicated to cats and into an era of blogging for customer acquisition.
Business blogging works, because it is an easy way to provide relevant content that search engines love. Search engine providers like Google and Microsoft need to provide relevant results to keep searchers happy and loyal. Blogs are particularly good at providing relevant content, because blog content is topical and easy to update. It’s a great match, because the incentives are aligned for the search engine provider and the blogger. Bloggers provide topical content that search engines use to keep searchers happy. Search engines provide bloggers with prospective customers already interested in the product or service the blogger provides. We know this because the searcher specifically entered keywords corresponding to the topic that interested them. You don’t type “business blogging software” into a search box for fun. At least I don’t. You search based on your interests or needs.
Millennials may not blog, but they will certainly read blogs. We trust search engines because they help us solve problems. When you use a search engine to solve a problem, you are looking for a relevant, credible answer. If the best solution to your problem is found on a blog, you are going to visit that blog not a random twitter page. At Compendium we know this is true, because we use our own corporate blogging software to acquire customers. If you would like to learn more about blogging for search engine optimization, you can download our free whitepaper on Third Generation Blogging.
Blogging is still very much about communication. It is just not primarily focused on C-to-C communication anymore. Blogging is now in its third generation. We have moved past blogs dedicated to cats and into an era of blogging for customer acquisition.
Business blogging works, because it is an easy way to provide relevant content that search engines love. Search engine providers like Google and Microsoft need to provide relevant results to keep searchers happy and loyal. Blogs are particularly good at providing relevant content, because blog content is topical and easy to update. It’s a great match, because the incentives are aligned for the search engine provider and the blogger. Bloggers provide topical content that search engines use to keep searchers happy. Search engines provide bloggers with prospective customers already interested in the product or service the blogger provides. We know this because the searcher specifically entered keywords corresponding to the topic that interested them. You don’t type “business blogging software” into a search box for fun. At least I don’t. You search based on your interests or needs.
Millennials may not blog, but they will certainly read blogs. We trust search engines because they help us solve problems. When you use a search engine to solve a problem, you are looking for a relevant, credible answer. If the best solution to your problem is found on a blog, you are going to visit that blog not a random twitter page. At Compendium we know this is true, because we use our own corporate blogging software to acquire customers. If you would like to learn more about blogging for search engine optimization, you can download our free whitepaper on Third Generation Blogging.
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