2021 Marketing Trend #10: Do you REALLY need a blog?

You do, but a blog doesn’t hold the same weight it once did. You no longer need to point people outside of your channels. You’re not just building your brand on your company’s website, you’re developing your brand on multiple channels. These channels, be it Facebook or LinkedIn or any other, are designed to keep users inside of their platforms. A blog’s purpose is to create content on your company website. While it’s necessary for all of the SEO actions we hear so much about, it’s no longer the most effective way to build your brand. As we head into 2021, more companies are embracing the power of native content creation across different platforms. People will no longer focus on simple sharing a link to their company blog across all platforms (with the same thumbnail no less!). Instead they’ll work to create native content for each channel that really speaks to the audience on that particular platform. Blogs won’t die any time soon, but they may be overshadowed by a focus on different types of content that you can’t find anywhere else across other channels. So, for example, an employee video shared natively on LinkedIn may discuss security threats while working from home, while the company’s blog has a more refined version of this content in a written way, and perhaps an infographic is created to be hosted on a different platform. Embrace all channels and speak to your audience where they live.