After writing on Diary of a Communicator for a couple of years now, I was interested to peek into the future of blogging, as viewed by marketing and social media expert Mark Schaefer.
For him, writing will always be an important pillar of rich blog content for as long as people continue to read, and I agree. But because video and audio are catching up as alternate forms of content consumption, written content is becoming relatively less important.
Of course, these formats will eventually catch up and balance will be restored but not for a long time. Until then blogging, at least in terms of writing, will be diminished. Well kind of…
Long-form content will still out-compete on Google, compared to video/audio. And writing is still the most accessible form of rich content for many businesses, offering unrivalled opportunities for repurposing.
But however the content is consumed, Schaefer says, these concerns will be swamped by the challenges you’ll face in getting your content in front of your audience in the first place. This is where it starts to get depressing.
Consider the proliferation of content, increasing competition and the related costs of paying to stay ahead of the content race. And what about the impact of the likes of LinkedIn and Facebook encouraging people to publish on their own platforms, and dissuading people from using their own blog as their main publishing source.
Is this the death of the written blog? No, it isn’t. But it is a move away from the traditional model of blogging and the deeply held assumptions related to inbound marketing.
If you look at what Schaefer is saying from a positive standpoint, there are a set of challenges here. And I think this is what new year prediction blog posts are really about, that is to say, this is what we know is changing and this is what we should do about it.
So there are warnings, as well as opportunities, to beef up on our video and audio skills, to innovate on distribution strategy, and to master the art of publishing across multiple platforms.
And if any of this resonates with you, why not make a start on developing new skills right away. Take a look at this useful resource from comms2point0 for inspiration on getting started with video.