A good friend of mine whom I consider an exceptional data driven digital marketer was recently contracted by a startup to provide inbound, digital marketing services and 6 weeks into the gig, he was accused of plagiarism and let go. My friend insists he didn’t plagiarize, instead, he referenced content and credited his sources – but that’s a story for another day. What fascinated me about his situation is that he got fired for blogging, that’s kind of like a medical doctor getting fired for not wearing a scrub.
In recent years, blogging has become such a big deal – many startups today believe that blogging is the holy grail of inbound marketing and think it’s essential to produce content for their blog either daily, weekly or monthly. Some businesses that don’t have the resources to constantly blog instead curate content on their social media platforms in an effort to appear active or relevant but don’t realize they are only hurting their brand.
A few years ago, blogging became a great way to get ahead; by creating content that was relevant and getting traffic to that piece of content, you were able to strengthen your brands reputation, become a thought leader improve your search engine ranking and gain more clients. To get traffic to their content, people shared their links on social media and the power of sharing helped them to reach a wider audience and with its success came its abuse; the world caught the blogging bug but they didn’t completely understand it. These days, people are rarely creating relevant content, most blogs are just a way of keeping up with the Jones’s or stuffing keywords for the sake of SEO with no attempt at educating the audience, and yet blogging has become such a big deal that proficient growth marketers get fired if they don’t blog right or update social media with curated content constantly.
Last year at Inbound 17, I fell in love with Hubspot all over again when CTO Dharmesh Shah talked extensively about how the world had gotten obsessed with blogging forgetting that the point of blogging was to add value in the first place. He talked about how his team had cut down on blogging and how great that was working out for them.
Before Inbound 17, in March to be more precise, Google made updates to it’s search algorithm and introduced Fred, an update that targets low quality content. Fred proved to be one of Google’s most impactive updates, decreasing site rankings drastically and very quickly, causing massive drop in traffic of up to 90% for some sites.
The primary focus behind Fred was quality, penalizing sites with low quality content which focused more on revenue generation than helping others.
Except you’re a media outlet, your blog isn’t directly going to generate revenue for you (I’m assuming you’re in business to make money). If you’re a startup and you’ve built a phenomenal product or service and invest your time blogging, believing it’ll help you improve your Search Engine Optimization (SEO), instead of focusing on true growth strategies, you’re bound to fail miserably. While consistent blogging might have helped a few years ago with growth, today, it’s strictly a branding or marketing strategy and definitely not a growth strategy, and done wrong could even be a business suicide strategy.
The Growth Marketing Series
In this series, I’ll give you tips on how to focus on growth and avoid the generic advice of outplayed marketing tactics. If you can grasp the basics of this series, I promise you exponential growth in no time.
Why Today Is the Day You Should Stop Blogging