As a writer, this is a question I hear a lot. Just the other day, I was working on this article out of a coffee shop and a chatty stranger, upon discovering what I do for a living, asked me, “Do people still read blogs?”
In a nut shell, yes. Prospects still read blogs although it would be more accurate to say that they speed-read them.
But let’s focus on why blog articles are still an important component of your marketing communications strategy. Businesses with blogs get 55% more website visitors than those without one and it’s easy to see why: Blog articles are a great way to update your website with fresh content. And they’re a great lead generation tool – 76% of content marketers use content to generate leads as of 2024. Attracting more visitors can translate into increased sales and conversions, expanded customer base, higher brand awareness and improved SEO and organic growth, among other amazing things.
A brief history of blog articles
During the early to mid-2000s, tech firms primarily used blog articles to disseminate product updates, company news and various announcements. At that time, they weren’t typically integrated into a broader marketing communications plan as they are today. Even today, as I search for tech firms to connect with, I often encounter startups that continue to employ their blog articles for this purpose. As search engines became more sophisticated, tech firms started to use blogs as platforms for relevant keywords so they could optimize search rankings and drive organic traffic to their website.
Over time, blog articles have evolved into powerful platforms for flexing expertise and driving thought leadership content, with tech firms using them to cement their status as industry disruptors. This bold marketing communications strategy has positioned many tech companies as trailblazers, who shaped how people think about the industry’s hottest topics. As blog articles became the go-to for thought leadership content, tech firms went full throttle, using them to school readers on their solutions. Eventually, blogs exploded into diverse formats—case studies, guides, Q&As, and troubleshooting content—all designed to sharpen the user experience as part of a broader marketing communications plan.
Over time, industry focus pivoted from purely technical content to content that was much more marcomms-driven and user centric. Over the last 15 years, we’ve seen blog articles emerge as texts that are told from the user perspective. They address common pain points, while underscoring the benefits of products and services. Today, tech firms share blog articles on social media to kick-start dialogue and drive engagement. Any tech firm that doesn’t realize the potential of interacting with its readers is missing out on an opportunity to foster a sense of community and ignite conversations with clients. Well-run tech firms understand the importance of answering questions and staying in touch with their audience.
Blog articles have come a long way since their original purpose that was purely product-based. Today, they play a key role in communications marketing strategies, with the content landscape now filled with various multimedia elements like infographics, videos, and interactive content that enhance user understanding. Blog articles have actually pioneered the concept of downloadable resources, such as eBooks, white papers and special reports that tech firms rely on to capture leads.
What is a blog and how does it work?
Blogs are considered the entry point to your customer journey. As such, they’re often the very first step that tech firms use to start dialogue with their prospects. If your marketing communications strategy is executed well, your collateral should get more complex, and gradually more technical, as you guide dialogue with prospects further down the content marketing funnel. Let me explain what I mean.
Once prospects’ interest is peaked and they progress down the content engagement path, they tend to seek in-depth information to understand better the complexity of your solution. This is where formal content formats like white papers, guides, eBooks and special reports come into play. As a key part of communications marketing, these documents are typically longer than blog articles and cover a wide range of topics. Known for being low-hype marketing materials, they aim to reduce prospects’ anxiety about adopting your solution. They also play a vital role in positioning tech firms as authorities in their fields, featuring data, research, statistics, and expert references to support their claims.
But, prospects are unlikely to read your eBooks, guides and white papers before reading read your blogs first. In an ideal marketing communications plan, blogs are shorter, informal and more frequently updated articles on your website. For optimal results, they’re crafted in a conversational tone and span a diverse range of topics tailored to the unique interests of your target audience segments. Tech firms may feature a few blogs that address the needs and concerns of technical decision-makers and a few that talk to business stakeholders, and so on.
Blog articles are a great way of showing your prospects that your company understands the challenges affecting their bottom line within the content marketing funnel. They should tell stories that resonate without getting bogged down in granular technicalities.
How to write blogs: Your customer gateway to the content marketing funnel
Blogs, like all components in your marketing communications strategy, should be designed to speak directly to your prospects. They should spotlight the impact of your solution and show prospects exactly how it drives their success and crushes their obstacles.
A good way to start a blog is to show your prospects that you understand their pain points without losing the sight of the big picture. Start with a bird’s eye view. Demonstrate that you understand their situation as a whole, rather than focusing on individual details and emphasize the commercial benefits of your solution. For example, you can write a blog in which you break down how a certain task can be made easier for non-technical users.
You can highlight simplicity and user-friendliness or how a solution can save time and streamline tasks. You can also identify a number of shared challenges in the industry and explain how good software can help. Another blog entry could focus on an organized alternative to managing data through spreadsheets; or a more efficient way of processing a specific task that reduces stress and saves time. For best results, don’t explicitly say that your solution is the best at solving their problem. Leave that for eBooks, white papers and special reports. Remember, blogs are an important the gateway to your dialogue with prospects.
Blogs facilitate the cross-promotion of marketing content
Blog articles are excellent vehicles for synergistic marketing, and enable you to promote one piece of content through another. You can seamlessly weave cross-promotion practices into your communications marketing strategy by embedding links within your articles or at the end, and vice versa. This creates synergy between different content formats featured on your website and boosts the likelihood of engagement with all of them.
By incorporating links that seamlessly connect all your marketing materials, you create a more cohesive and comprehensive experience for your audience. As previously mentioned, blog articles are designed to introduce topics and concepts to your readers for the first time. Therefore, they should briefly mention these topics without delving into detailed explanations or providing actionable insights. Readers who are interested in delving deeper can use the links you provided to access more technical documents at their fingertips. Even those who weren’t initially interested may still be drawn into a learning journey through the content marketing funnel, and find out more about your solution. Used this way, blog articles act as a promotional platform for more contextual documents and encourage engagement.
Integrating human perspective into your marketing communications strategy
I’ve seen a lot of businesses lose sight of the human element in their marketing materials. But when you incorporate the human perspective – especially in blog articles which should be the most informal and low-pressure documents on your website – you can bridge the gap between technology and its users. Telling stories from the point of view of the project manager or an HR partner demonstrates a commitment to enrich the lives of customers. It underscores a broader concern for the needs of end-users, a crucial factor in any effective marketing communications plan and vital for achieving long-term success in the software industry.
Also, it’s a great writing strategy. Readers connect better with stories that feature relatable content. Real-life examples derived from case studies or user testimonials can make readers emotionally connect with the software’s benefits and outcomes. Using authentic stories as a foundation for your blog articles usually contains more natural language and keywords that your prospects use in their search queries. Simply put, real-life examples are much more effective in helping readers see the practical value of your product.
Conclusion: Yes, prospects still read your blog articles
I hope that this blog effectively answered the question “What is a blog and how does it work?” Bear in mind, I provided a textbook example of why blogs are essential for your prospects. Often, the distinction between blog articles and other marketing materials, like white papers and special reports, becomes blurred. Your communications marketing content will overlap, some blog articles may be as long or as technical as an eBook; or a manager may decide to post a short guide that acts as a blog. This isn’t unusual and different tech firms will focus on different collateral at different times.
Some tech firms find that a certain format works for them and they stick with it without experimenting much with other formats. Then they realize the rules of the content marketing funnel have evolved and that the ‘same old, same old’ just won’t suffice anymore. This change, or the desire to invest in a new marketing communications strategy, impels them to start introducing different blog articles to promote their solution.
To wrap it all up, blog articles are not just about spinning good stories. They ignite curiosity about your solution and are essential for forging a community that rallies around your brand. They drive traffic straight to your website and play a critical role in your lead generation strategies. In fact, they’re a vital component of the diverse marketing materials that make up your company’s content marketing funnel, including thought leadership content that establishes your authority in the industry. Don’t underestimate their power—they’re your ticket to engaging prospects and converting them into loyal customers.
Ready to shatter the myth that blogs are dead? Don’t let your competitors steal the spotlight—tap into the power of blog articles to elevate your tech marcomms! Subscribe to my newsletter for the latest insights that will transform your communications marketing.
Ready to shatter the myth that blogs are dead? Don’t let your competitors steal the spotlight—tap into the power of blog articles to elevate your tech marcomms! Subscribe to my newsletter for the latest insights that will transform your communications marketing.
