Time was everyone had a blog, from Whole Foods CEO John Mackey to a down-on-his luck feline who goes by the name Grumpy Cat. Time was people felt the (sometimes) spontaneous empowerment that comes with a blog (that’s a web log for you WWW historians) was fun, cathartic and in some ways personally or professionally rewarding. Just ask blogger Andrew Sullivan who left The Daily Beast to launch The Daily Dish as a stand-alone website charging subscribers $20-a-year. Sullivan is on target to meet his first-year goal of driving $900k in revenue.
The old reverse-chronology concept that powered blogging’s stream of consciousness roots has given way to a more formal, purpose-driven mode of engagement.. Blogging’s position on The Digital Marketing Transit Map supports this transition. While blogs live quite comfortably in Web Ops neighborhood, Social Ops is but a short ride away and if you navigate the tracks carefully, you could find appropriate stops in Design, Mobility and Marking Ops. As an increasingly valuable vehicle in a digital marketer’s arsenal, blogs—or to be more precise the platforms such as WordPress—are becoming resilient touchpoints for digital marketers.
Blogging as part of content marketing is a no-brainer. The vast majority of content marketing providers use blogs as a primary destination for a brand’s content efforts. This is done using basic APIs to automatically feed text, images, videos or what have you directly into a blogging platform’s queue or publish directly to the web without any intermediate review. Consider, however, the role that blogs should play in a digital commerce campaign. In the gospel according to the Zero Moment of Truth movement (a focus of upcoming Gartner for marketing Leaders research), merchants need to focus on micro conversions as much as macro conversion. Macro conversions are immediate purchases made as a direct result of a specific buying journey. Micro conversions are based on offering customers the ability to sign up for ongoing information and promotions using various campaign touchpoints—including blogs– to encourage registrations.
Blogging is one of those chameleons that could live in any neighborhood—from the Bohemian world of design to the down and dirty parts of town focused on operations. As with other technology driven forms of expression, blogging will continue to evolve and become an even more powerful ingredient for digital marketers.