Does blogging still matter in 2014?

Does blogging matter

By Mars Dorian, {grow} Contributing Columnist
Five years ago, I wrote my first blog post. I was all — yay, a digital crusader entering the exciting realm of the blogosphere. It was like the Wild West — nobody knew what kind of article attracted the most readers, but the pundits all agreed on one thing — If you didn’t blog at least twice (or better, five times) a week , you were putting the nails into your own digital coffin. I followed their advice and cranked out high-quality posts up to three times per week and I loved it, just like my readers…

Fast forward four years.

When I feel productive, I blog every other month. Yeah, you heard that right — I think a graveyard probably has more going on than my blog. Sometimes, I even skip a month or two between posting articles, because … meh. The effectiveness of blogging has dropped and I find I only act upon the impulse to blog whenever I have nothing better to do.

What happened?

I’d say reader behavior has changed drastically due to the emergence of mobile and an ever-increasing content shock. I believe blogging in its current form is going to be useless, especially for individual content creators. I know it’s a big claim, but I’ve summarized the three biggest “culprits” that lead to the downfall of blogging as a business strategy.

Are you ready? Let’s start with numero uno.

1. Interaction — Does blogging matter?

Back in the day, blogging meant interacting with the community. Readers used comments to engage with the author, but that role is now dominated by other social media outlets. Most of my discussion happens on Twitter, my personal Promised Land of interaction.

Heck, I even got into a heated debate with the folks behind the #weneeddiversity hashtag, but that’s another blog post all together.

2. Free content = skimming

Our attention span dwindles by the year. Children born into today’s “All You Can Read” environment are now seemingly born with ADD by default.

Read: choice overkill.

According to a German research study, the average web user only reads about 20% of the content during an ‘average’ visit.
Many people only skim articles. I do it more often nowadays, which hurts, because I know how much time a lot of content creators put into their well-crafted articles. It comes down to the age old theory that “you don’t value what you don’t pay for.”
Because of this, a lot of ex-bloggers have switched from free blogging to information-based Kindle ebook publishing. They pack their content into small ebooks and sell them to niche crowds for little money, which made me ponder.

Why I should I waste my precious time creating content that people skim over when I can make good money with ebooks that people pay to read?

3) Quality work speaks for itself

My mentors used to say that blogging is the best advertising for the products and services you offer on your website. Based on my online business experiences in recent years, I have to disagree. Your services and products are the best advertising. You may attract new customers through blogging, but only the quality of your actual products creates the word-of-mouth you need for a sustainable business.

If you create a service / product that answers a pressing need in a market niche, you will attract quality clients on a regular basis. My portfolio page on my blog has been the number one advertising tool–and I don’t even share it. I just update it with newer work. It’s the same with self-publishing — all the successful indies say the best way to get more readers is to write another book, not to waste time blogging or tweeting (about) them. Which reminds me of the infamous Steve Martin quotation: “Be so good the world can’t ignore you.”

The people who read my blog don’t even buy my stuff — they comment and share, which is awesome, but it doesn’t put food on the table.

It hurt me to write this post.

Unfortunately, blogging is not the priority it once was for me.

What about you — how much of a role does blogging play in your customer acquisition? Does blogging matter to you?

Note from Mark Schaefer: One of the reasons I have guest bloggers on {grow} is to offer diverse opinions. I have not had the same experience as Mars — my blog community is still vibrant and growing, it is my major source of business leads, and it is still my number one social media priority. In fact, I regard blogging as the “fuel” that powers everything else. But I thought Mars’ view is worthy and legitimate. Does it resonate with you?


Mars Dorian describes himself as a creative marketeer with a moon-melting passion for human potential and technology. You can follow his adventures at www.marsdorian.com Original illustration by the author.

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  • Good post.

    I agree with everything you write here. I still blog a lot. I like to capture my thoughts in a blog since I like to capture my thoughts and publish them so it is out there rather than keeping them to myself. As you mention due to ADD it is hard to find people who want to discuss things I am interested in, so blog is my outlet. So in a way I write blogs primarily for myself. It is work, but I find it is worth it for me since if I blogged something then I can always refer to in conversations and does give me some credibility.

  • Mars, I understand all of your points, and after 6 years and 1500 posts, I sometimes think the same, with one difference.
    Blogging for me is a very personal thing, it helps me to sort out and refine my views sufficiently to articulate them clearly.
    I really do not care much that the original; intent, to identify leads and help me convert has not really come to pass, ‘The value is in the thought processes underpinning the posts, and I deliver much better value to my clients as a result.

  • MaureenMonte

    I admire both you, Mars, and you, Mark. It’s a risky blog to write, it’s a risky blob to post. Nicely done. To me, like all new personal frontiers and leading the way – it’s about authenticity. It makes no sense for Mars to “be like Mark” (or anyone else) to be “successful” though society and education will always want to push us in that direction. A great leader finds their own formula – and once you’ve found it (which is no easy task because of the commitment to external experimentation and internal reflection) THEN by God, be like Steve Martin – so good at the Real You that you cannot be ignored! 🙂 Onward!

  • Kitty Kilian

    I beg to differ. & I guess guestblogging is more profitable for you – which is why you still do that. Often.

  • Mars, what are the current expectations you have of your blog?

    If it isn’t serving your well-defined and planned purpose, ditch it. For me, I blog to get my thoughts into the public domain, also just because I love it.

    So, to me, it none of the things you’ve addressed in this post (mobile, skimming, etc…) matter.

    But for you, it depends on what you want your blog to accomplish, and sometimes we lose track of that. Us humans 🙂

    Your approach to blogging will have to align with its purpose, you’ll have to post more often if you want people to engage, you’ll have to ask for engagement (when appropriate, and sparingly) etc… if you want a blog to create discussion.

    I appreciate you writing this post Mars. And, I appreciate your blog, if that means much. 🙂

  • My thinking on blogging has evolved too. But I don’t think it’s a blanket yes/no question. It’s very specific to your business goals and your audience, as well as your creative urges. Some folks simply need to write, and a blog scratches that itch, regardless of who’s reading or commenting. (They should keep writing.) Some folks are cranking out posts simply because someone told them to blog. (They should stop and re-evaluate.)

    I recently decided to suspend my personal blog in favor of putting more energy into my corporate blog, where it will scratch my writing itch, serve my customers, and create a resource for prospects too. The cool thing is that we’re all free to experiment and find the mix that works for us.

  • It’s interesting to hear you feel this way Mars. But, I feel like there is a huge disconnect here. Blogging generates the interest that leads to purchases (services, ebooks whatever). Not everyone who engages will buy but some will and those “some” would never have found you (and stayed connected) without the initial blog activity. Studies have proven that blogs and blog comments are still hugely popular sources of needed information, even more popular than Twitter, Facebook and the rest. Why, because there is depth.
    IMO, don’t stop.

  • Interesting, so for you, Allen, blogging is more an internal refinement process of your ideas ? For me, it’s always been a fun, but labor-intense marketing method.

  • Often ? Only once per month for Mark Schaefer, and I get ‘compensated’ for it. Plus, it’s not driving me any business, unlike my portfolio page and previous client recommendations.

  • For me, blogging was always a fun marketing method to reach new clients for my consulting / online illustration gigs. But that is done through recommendations and my portfolio page alone, hence this post.

  • Yes, experimentation is also a huge part of my digital career. So you switched from personal to corporate blog ? My blog’s both — personal AND a client attractor. But since my portfolio and client recommendations take care of that, the value of blogging has been reduced to personal diary level.

  • Interesting, do you survey your clients ? I asked mine how they discovered me / chose my services, and 90% came from either referral or because they saw my artwork. But you’re right — good content stands out, and for some folks, it works as a marketing tool. It all depends on your audience and the products / services you offer.

  • Exactly — it’s all about finding your own style. That’s why I focus on novel writing and artwork and ditch the frequent blogging. I think it’s very easy to get swayed into the whole “this works for everyone” formula.

  • Kitty Kilian

    Fair enough. I will study your website later, but the wifi is down.

  • So you asked your market once, maybe twice, and learned your clients are sourced through other means … and you want to quit?

    Are you sure they know how to tell you they were referred to you by your blog? Maybe the person referring a client to you read your blog and thought you were awesome etc… ?

    Maybe your blog wasn’t focused enough as a marketing tool? (this is my guess)

    But, by your response, it just seems you’ve lost interest in blogging as a marketing tool, which of course is okay too.

    You are awesome by the way Mars, I would recommend people check your services out, but since you’re quitting blogging … maybe you’re quitting you’re business too?
    (see how an impression could be created?)

    But seriously, Mars, you’re awesome.

  • I am surprised. But perhaps I’m not.

    Of course it’s become tougher than ever before to gain a blog audience and to turn readers into clients. It’s not a quick win.

    But it can be done as a part of the right marketing strategy – knowing who you want to target and understanding how you can help them so you can build your authority. Plus the thing many people forget is having an email list so you can build a relationship with your readers (and earn the opportunity to sell your services).

    I get all my business leads through my blog and guest blogs (and my Kindle books, but it usually starts with the blog).

  • Pauline Baird Jones

    I just finished writing a mini post for a yahoo group about why someone should keep blogging, then hopped over and read this. LOL I can see why blogging might not be that helpful for you, Mars, since illustration is your business. But I am a writer, a novelist, so words ARE my business. That makes my blog both challenging and, I believe, important to my business. My posts aren’t the type to collect into a mini book. They are personal essays designed to introduce people to me and how I use words, to hopefully engage them enough that they check out my novels. My blog, unlike other social media, is real estate that I own and control. My Space went away. Facebook is doing it’s best to commit suicide. Twitter is great, but again, not real estate I own. So I will keep blogging. 🙂

  • I can certainly understand your position and the points you make are valid, Mars. The blogging landscape is not what it was five years ago. For any business considering launching a blog today there are certainly higher barriers to success.

    The answer I think will be unique to each business or consultant. As you mention, there is no shortage of content these days and it is simply much harder to attract and hold the attention of passive blog readers. I think the question that must be answered by would-be bloggers is how much are they willing to invest in making their blogs successful?

    It takes commitment, planning, consistency, insights, quality content and more to sustain a blog that really contributes to business goals. It doesn’t happen overnight. For those that can commit, however, I think there are still numerous benefits, from business leads and customer retention to SEO and brand awareness. But blogging isn’t for everyone, and there are certainly many other options available today. Thanks for your post.

  • Jeffrey Slater

    Mars, I’m curious how you know where your customers and leads come from? If they did read content (on your blog or a guest post) and browsed your portfolio, how successful are you at attributing where that source of business has come from? Not an easy task to do- curious how successful you are at understanding where leads come from.

    My own blog (MomentSlater) started several years ago to provide me with a platform to help those who were trying to unraveling the mysteries of marketing. I really enjoy the writing and since I have a full-time job that keeps me pretty busy, I don’t have any commercial requirements.

    However, my goal is to help at least one person per blog think through a marketing issue. If successful, that translates to helping 1,000 people per year. Something Seth Godin talks about in his work.

    Mentoring and helping others is something I derive great pleasure from and hope to continue. Another benefit of being in the blogosphere is connecting with people like Mark and others to learn, be inspired and to GROW. (I love it when the pun works out so well.)

  • I think @Steve_Dodd:disqus has an excellent point here which is the sales cycle of something like art or personal services. I recently had a guy hire who had been following my blog for THREE YEARS and I had never heard of him before. It takes tenacity and patience to make content marketing work. If you stop, the cumulative effect will never work.

    Also, Mars, it might be interesting to reflect on re-positioning your blog to discuss the story behind the art, your process, your inspiration etc.

  • Hey Jeffrey,

    I simply ask my customer the minute they hire me. They I collect their answers and put them into a summary page so I can see similarities.

  • heh, I’m not quitting blogging, I’m not going to do the ‘two post per week’ as I did in the earlier years. I’m going to tone it down to a blogpost or two per month and focus on the stuff that brings me results instead — artwork and writing books 😉

  • Randy Hlavac

    I really appreciate your thoughtfulness and the interesting points you are making. I blog and am an avid reader of blogs. While I understand your point, I think it is important to remember that today technology and new capabilities are exploding at a rate that makes it impossible to keep up.

    In my classes at Northwestern, I teach students how to find the influential bloggers in topics they need to follow to continue their professional growth. These are not bloggers who hype their products and services but those – like Mark Schaefer – who cover the cutting edge of social and other topics.

    In my class, I teach the students to “Give to Get”. In other words, if you want people to follow you you need to give them value and relevant, accurate information they find valuable. It may be content you create on your blog [I do teach them to write blogs] but it also includes retweeting and publicizing interesting articles from other authors.

    Today, Give to Get is a foundation of social and blogging is one way – not the only way – to accomplish this. Love your article, like your points and – if my vote means anything – keep blogging. You are strong in it.

  • yes, that’s a good point, Mark. I’ve finally redesigned my site and made it responsive. I will still blog wayyy less but then use the articles to share my thoughts and artistic processes. But the majority of my time will be artwork and book creation — because those parts drive the real business engine for my site.

  • Hi Mars,

    A friend pointed me towards this post, because we had an interesting discussion about blogging last week. And I’m really glad he did. Because you raise a very valid question: “to blog, or not to blog?”

    My 2 cents: If your only or main goal is to attract new business and after more than a year of hard blogging you still don’t see results, I can understand that you quit.

    I have been blogging for my company Mediaweb since 14 months. Every Thursday at 07:50 AM I post a new article. (Sorry, they’re all in Dutch). Theme: web design, online marketing.

    With my blog I try to be a valuable resource for professional online marketeers (in house/client side) and entrepreneurs who do their own marketing.

    Aim 1: Attract new business.

    Aim 2: Educate prospects and clients to get better projects.

    Aim 3: Experiment and learn. (Teaching is learning).

    Aim 4: I guess it helps my ego too.

    So, I agree with many of the other comments here that to blog or not to blog…. it all depends…

    I definitely attracted new business.

    But I also attracted better business from existing clients, because I educated them.

    And I learned so much more than I would have if I didn’t blog. Researching for articles is always a steep and fun learning curve. Thus, blogging greatly improved my subject matter knowledge. I use it all the time in meetings with prospects and clients.

    Improving my writing skills by regularly blogging also improved the quality of my emails, proposals and all other writings I produce. That also helps my business big time.

    My website receives 70x more organic search traffic than 12 months ago.

    Anyway Mars, I will definitely use your arguments and those of the other commenters here to help educate my prospects and clients about the question “to blog, or not to blog?”.

    Thank you so much for this very useful article. It definitely made me think about why I blog! And reading back my arguments above, rest assured that I will continue to blog.

    Good luck with your business.

    Eric van Hall

  • Sandra Isaac

    One of the things that I like most about {grow} is the “co-op” feel of the blogs. Various opinions on a variety of subject. I get the best of all worlds in one place. I love that “one stop” reading, kind of appeal. I would think as a blogger, this type of arrangement would be most beneficial as well. You reach a wider audience your personal blog might not. If I were to pick my idea situation, it might just be similar to the trend; guest blogging and short eBooks or Slideshare presentations. Thank you for your honest insight Mars. I do enjoy your posts!

  • Mars, I love it when someone challenges convention to test its validity. That’s just plain healthy skepticism. I can sort of see where that comes from too after I toured your website which leaves no doubt about your creative drive and skill. I’m envious.

    So I’m curious. What data or findings did you use to conclude that your blogging effectiveness had dropped? Was it empirical or anecdotal?

    It would be helpful to know since many of us are at various stages of opinion on the evolving role of blogging.

    Thanks!

    Craig Lindberg

  • As usual, everyone makes the best points before I even get up in the morning!

    Thank you for challenging received wisdom on blogging. It definitely helps to shake up whatever cobwebs we have. But I would tend to agree with most other commenters–it really depends what drives your business. If you get most of yours from word of mouth and referrals, it seems logical that you would see blogging as less effective.

    The competitive environment certainly has changed, but there’s always space for a fresh voice, especially because people get bored really quickly.

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  • Mars, you bring up some great points in this post. It seems there tends to be an ongoing debate on the value of blogging – for some it works, for some it does not. I appreciate you bringing another side to the story. We are all in information overkill right now with the speed of technology. I’ll be interested in seeing how it all plays out over the next year or two.

  • Anders Orsander

    Interesting post Mars,

    Here’s what I think. There is one reason for me reading your post. It was in my Triberr feed, from {grow} and I’ve read many by Mark Schaefer. I expect quality in the content he presents. That it’s a guest post doesn’t matter.

    If your post would have been posted from your own blog I might have skipped it, because you are unknown to me. Now that I’ve read this post, will I read more of your posts if I come across your name again? Quite possibly.

    And this is how potential relations are created. A blog post, a comment, a follow, more comment, more interaction… Because at the end of the day business opportunity online and offline are based in relation and trust. Blogging might not be for everyone, but it serves a purpose

    Because of what I’ve done online over the years I have my current job, and a simple message saying thank you was the start of what led to my marriage. Can a blog create opportunity for relation and for business? Well, I say yes.

  • Hey Craig, I just base it on customer feedback. I ask every client I acquire how s/he found out about me — 9 out of ten people either came through referrals or because they checked out my portfolio page and liked my artwork. In the past years, I’ve never met a client who hire me because of my blog writing. Plus, I’ve drastically reduced my blogging rate from twice per week to only one per month, while business has increased.

  • yes, me too. I’m going to focus my efforts on ebooks on Amazon and building up my portfolio page. And then I see what’s going to happen (or not)

  • Great anecdote Anders and thanks for reading my blog!

  • Internal refinement process, yes, I like the description of the blogging purpose that has evolved for me.
    It is labor intensive, but it is also an investment in quality, it is enjoyable, in fact, the research process is remarkably rewarding, and somewhat addictive.
    The intellectual process is now way more important than the lead generation and conversion process, as i do not even take my own advice on the many ways my blog could be improved to generate more revenue.Perhaps that just makes me a frustrated academic.

  • How are you analyzing your website traffic?

  • I was going to comment along the same lines and you did such a fabulous job Anders…
    I will just concur with your position

  • I use Google Analytics for the data, but ask clients the old school way. Web traffic doesn’t matter to me — I care only about customer acquisition.

  • interesting perspective, Anders.
    Thanks for sharing that story — I haven’t looked at it from your point of view. I’m always learning something new from the comments on my posts (well, the posts I write for Mark)
    I also believe what holds true for me might not work for everyone. My focus are illustrations — and those tend to sell themselves.
    (Clients who hire me to do artwork don’t read my articles)
    I guess blogging is much more efficient for someone who creates intangible and / or text written products and services.

  • Anders Orsander

    I see what you mean. I have never looked for the blog of a photographer or an illustrator. Like you say it’s about getting the artwork I need.

    For me it’s all about relations, whether it’s in cyberspace or meatspace. Social network, blog, mall, outdoors, indoors matters little.

  • Anders Orsander

    Thank you Chuck. Great minds think alike, yeah 🙂

  • Anders Orsander

    My pleasure, I’ve enjoyed many of your posts Mark.

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  • Blogging still matters as much as it ever has. The biggest distinction is the need to make a concerted effort to provide value in the content. If you do that your readers will continue to read your work same as they always have.

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  • Alvin Linton

    Blogging really matters,your link between yourself and your customers.In this crowded arena with so many people vying for the same audience, your only distinction is how you portray your business-blogging is still the premier medium.

  • Website traffic alone is meaningless without analytics that can tell you which content is generating the type of conversions that turn visitors into leads so you can use that info to evolve your website content and structure.
    Are you using a CRM platform to store visitor data gathered from forms?

  • Thanls for the kind words about {grow} Sandra. I always aim to make it interesting!

  • Thanks for the kind words Randy and I agree with you and hope Mars follows your adivce!

  • I have had the same experience Henneke. It does take time though.

  • No, because I get my work from referrals. In my line of work, it’s not the content that sells, but the illustration works. The best illustrators in my field don’t even have a blog.

  • Thanks Randy, I will keep blogging albeit in a changed way. It will from now on act as a behind-the-scenes look and share my thoughts on self-publishing, which will be my new focus.

  • Yes, I’m focusing on my email list since I focus on self-publishing from now on. I believe it’s a more personal relationship with the reader / potential customer.

  • depends on the business – if you’re selling artwork / illustrations like I do, the images you share and the portfolio page you build is more important.

  • Mars, my concern is it sounds like you’re reaching a premature conclusion without the benefit of important data, and it is leading to some faulty logic; “the best illustrators in my field don’t even have a blog” + I’m an illustrator+ no conversions traced to blogging= blogging is ineffective. Conclusion: only referrals and WOM are effective for illustrators/commercial artists. That MIGHT BE the case except I’m sensing there’s not a solid enough inbound conversion process in place, so even good blogging will lead to substandard expectations like those you’ve experienced. I trust you understand that to have your best interests in mind, means sharing my thoughts even those contrary to what you may be perceiving. You’re right to be looking for the problem but there’s a saying that applies here; “don’t toss the baby out with the bath water.” The problem isn’t your blogging.
    Thanks!
    Craig

  • Alvin Linton

    Mars I accept your explanation but the mere postings of new material on your “Page’ in itself is blogging-weblogs.

  • Sounds like potential guest post?

  • Wow… what a great post and not only because it pokes a stick in the eye of the gift horse that feeds it… but for the comment too.

    Mars. Great post and and great point and I totally get your 20% point about content read. Also, as we are bombarded by content I totally get why you feel that writing a blog can be a waste of time.

    But look what you did? People have commented here. People who don’t know you and people who may well go and check out your artwork.

    This is my point. Too many people now use blogging to market their business, when actually what blogging should be for is just what you did – opinions and thoughts. That’s what people care about isn’t it?!

    I love that even though you’re saying don’t blog this discussion has moved onto to reasons why you should and why it still works. That’s the power of conversation and that’s the power of online communication.

    The power in blogging is not in leads and website clicks, but for provoking thoughts and opinions and discussion around a subject. Make this subject your business and you’re onto a winner!

    I do hope you can start blogging again as you never know where it may end.

  • b2bspecialist

    To each their own. The fact of the matter is I would have never have heard of Mars if he hadn’t have written this blog post. I’ve never have known about this blog post if a member of my professional network hadn’t sent me a link to it via email.

    What’s missing is the fact that there are multiple ways in which a “referral” is generated. Will I buy from Mars one day? Potentially, now it’s up to him to figure out how to stay in touch with me as a prospect.

    My advice would be do a follow up blog post on how he’s developed his new revenue channel selling eBooks. What content he gives away vs. what he charges for.

    Some dessert to add to his food for thought!

  • I have several “artistic” Clients. Their Blog/Websites are more than Just a Portfolio. They Share the Journey of creating Art, probing their audience as to their like and dislikes. Authors especially utilize the discussion while they are writing, getting input and of course creating BUZZ for Instant sales upon completion.
    Content is King…
    BUT context is the Queen.
    I just saw that somewhere?

  • rhonda hurwitz

    A blog is a great trust builder … and, in my view, it’s still a great way to build authority and differentiate you from others in your niche. As someone who has hired people based on reading a blog, it takes really insightful, suggestion-packed content to leapfrog to the front of the line in my competitive set. And that is tough to consistently write.

  • Hey Graham, yes, the comment debate around this post was a surprise. I didn’t expect so many to show up. I haven’t given up on blogging yet – I’m just not making it the focus of my online career anymore. With the focus on artwork and writing books, I’m going to post articles about my opinions and the background of my creation process. Curious to what happens.

  • I’m definitely going to follow up with a post on my fiction books / illustration mix — even here, on Mark’s blog. I haven’t given up on blogging yet, but I’m not going to use it as my main preferred marketing channel, either.

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  • Catherine Jules

    Definitely YES. It will forever matter. Blogs are truly a great help to a lot of people in all aspects. Reading blogs helps us enhance our knowledge and learning. It is one way of expressing ourselves and exercising our creativity through writing, reading and commenting. But, I understand your point as well, Mars. People do have individual priorities and differences. What matters is that, in whatever you do, do it by heart. Thank you for this. I appreciate your effort to create amazing and inspiring blogs. 🙂

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