 If you’ve ever spent any time creating or consuming content, you have either written or read apiece that proclaims some marketing trend is dead or something is “king.” Be it a social media platform, marketing activity, way of doing things—one thing is always going out of fashion, and something is lauded as taking its place.
This article is no different. Today, we’re asking the riveting question—Are blogs dead (or dying)and can we blame AI? Of course, I had to turn to AI for the answers. First, let’s see what AI has to say and then I’ll give you my marketing take. Video Killed the Radio Star or AI Killed the Blogger According to AI, blogs are not dead so our question about AI killing blogs doesn’t appear to be a valid one. However, how valuable will written content be when it all starts to sound the same? If you are using AI to write your business blog, make sure you’re doing the work to help it understand your blogging goals and tone. If all blogs begin to sound the same, the format will surely die (my prediction not AI’s). In fact, AI writes that blogs are thriving in many ways. Here’s why:
Now that we can breathe a sigh of relief that blogs aren’t dead, let’s focus on whether they are worth the time investment as part of your marketing strategy. Return on (Time) Investment and SEO While starting and maintaining a blog does require a sizeable investment of time (or resources if you pay someone to do it for you), the potential return can be significant when you factor in the following:
The answer depends on your specific goals and resources. If you have the time and expertise to create valuable content, a blog can be a powerful tool for growing your business. However, if you don't have the bandwidth to create high-quality content consistently, it may be better to focus on other marketing efforts. After all, your blog won’t be successful if it’s just one large advertisement for your business. You want to help educate, inform, and entertain your audience (or at least help them get to know you better). Buy, buy, buy, isn’t going to get you there (no matter how catchy that boy band song from the 90s is). But that’s not to say you shouldn’t blog. You just need to ensure that the time you spend is worth it. Here’s how you do that: Making a Blog Worth Your Time
While most marketers will tell you that your website is the best place for your business blog (since you own it and it’s a great way to drive traffic to your site), there are reasons to go elsewhere—such as revenue, pursuit of a new audience, or desire to try a different approach or strategy. Additional considerations include your industry and your goals for your blog. Many bloggers are using alternative blog homes such as:
Deciding to stay home or blog elsewhere needn’t be an all or nothing approach. You can write a blog a month for other sources and use it to reach out to more readers. Most alternative blog spaces (meaning ones not owned by you) will allow for a link back, a bio, or by-line. So, there are SEO as well as audience reasons to spread out. Remember, a blog is just one component of a strong marketing strategy. While many people argue that audiences don’t read these days, blogging for SEO is still a compelling reason to create new content for your website. Choose a post length and posting commitment that you can manage and use the written word to make humans and search engines interested in you.
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When Shakespeare wrote, “And though she be but little, she is fierce,” he could’ve been referring to small business. The term “small business” often seems like an oxymoron. What small businesses lack in number of employees, they make up for in dedication, drive, giving back to the community, and unique charm. Those things resonate with customers seeking authenticity, personalized service, and a sense of community.
But when it’s time to grow, and take your business to the next level, you want to make sure that the very thing about you that is so appealing isn’t lost. You want to maintain your distinct local essence, and strike that delicate balance between growth and preserving your identity in the hearts and minds of your audience. Embrace the Strength of Community Engagement At the heart of any local business's success lies its relationship with the community it serves. Strengthening this bond can be a catalyst for growth. Engage with the community through events, sponsorships, and collaborations with other local businesses or organizations. This involvement not only enhances visibility but also reinforces your commitment to your roots, no matter how many locations you open. Hosting workshops, supporting local causes, or participating in community events can continue your position as a trusted and valued member of the neighborhood. Moreover, actively seeking feedback from patrons and implementing their suggestions to tailor products or services can help you meet local preferences. This will continue to foster loyalty and word-of-mouth marketing. Leverage Digital Platforms But Keep the Personal Voice In the beginning, your social presence probably felt very personalized because you were likely the voice behind the business. But as you grow, your abilities are needed elsewhere. Posting to social media is likely one of those things you will outsource or entrust to someone in-house. But make sure you don’t lose your voice. Work with someone who will adopt the same tone and post on the things your audience is most interested in. Retain that local flavor that characterizes your business. Utilize social media platforms to share stories, behind-the-scenes glimpses, and testimonials, showcasing your business's personality and values. Maintaining responsive communication online, along with personalized service through other channels, creates a seamless blend of technology and tradition, enhancing the overall customer experience. Additionally, give your audience multiple ways to interact with you to obtain resolutions to their questions and concerns. You don’t want someone feeling like now that you’ve grown, you’re less responsive. Cultivate Unique Offerings and Specializations If your success is due to specializing in niche products, services, or markets, don’t give that up unless they’re no longer lucrative. Don’t think that because you want to grow, you need to appeal to a wider audience. After all, that specialization was a unique selling proposition (USP), and it helped you build what you are today—drawing customers seeking distinctiveness and quality over mass-produced alternatives. If that product or service is no longer as successful as it once was, try figuring out why. If your audience is the same, how have their needs or desires evolved. You can serve the same audience, but you may need to do it in different ways. Foster Partnerships and Collaborations Collaborations with complementary local businesses can be mutually beneficial, amplifying visibility and attracting diverse customer bases. For instance, a café might partner with a nearby florist for themed events or collaborate with a local artist to display and sell artwork within its space. Additionally, forming alliances with nearby businesses to create joint promotions or loyalty programs can encourage cross-pollination of customers, fostering a sense of community among various establishments. You see this in digital marketing all the time when senders plug their peers in their newsletters. They are simply sharing audiences. Expand Thoughtfully and Sustainably Expansion doesn't necessarily mean extensive physical growth. Consider alternative avenues such as online sales, pop-up shops, or partnerships with local markets or fairs to reach new customers without compromising the small business ambiance. Establishing and managing multiple locations isn’t for everyone. If you are interested in physical expansion, prioritize locations that align with your business's standards, values, and appeal. Think of your audience and its needs. Retaining a coherent brand identity across multiple locations is crucial to preserve the local feel when expanding your business's footprint. Take a look at Grimaldi’s. It opened in 1990, in a small neighborhood under the Brooklyn Bridge referred to as DUMBO. It started humbly as a local pizzeria; but quickly became part of the heart and soul of the growing community. As Grimaldi’s expanded into other markets, it could’ve shed its Brooklyn vibe, being just another pizza place. But it held onto its roots and sold New York-style pizza in a New York ambiance. No matter which location you visit—Las Vegas, Dallas, or Tampa—you will be in Brooklyn, NY back in the neighborhood. Invest in Employee Development and Customer Service The backbone of your business's success lies in your employees and the quality of customer service they provide. Invest in employee training because your employees are your business personified. They communicate your business's values and commitment to personalized service in every interaction. Happy and well-trained employees contribute significantly to a positive customer experience, fostering loyalty and word-of-mouth recommendations. Maintaining a high standard of customer service, coupled with a personalized touch, distinguishes local businesses from larger, impersonal corporations, creating a lasting impression on customers. Successful small businesses possess a distinctive charm that resonates with customers seeking genuine connections and unique experiences. While expansion is a natural progression, preserving your business's authenticity is imperative. Balancing growth and your special something is an art and takes practice and compromise. But with a strategic approach, you can continue to thrive, serving as a favorite in the community while embracing new opportunities for success.  The Pike County Chamber of Commerce had the privilege of welcoming Rebekah Luff, a dedicated AmeriCorps member, to work with us last Monday and Tuesday. Her contributions during her brief time home for the 4th of July holiday were greatly appreciated. She helped work on marketing and informational material for Pike County's participation in the Southern Indiana Regional Marketing Co-Op (SIRMC) and more.
Rebekah, a Pike County native and 2019 graduate of Pike Central High School (PCHS), and earned a bachelor's degree in biology from Indiana University Southeast in December 2022. We were thrilled to learn more about AmeriCorps and their work Understanding AmeriCorps and Its Mission AmeriCorps is a national service program dedicated to addressing critical community needs across the United States. Established in 1994, AmeriCorps brings together individuals from diverse backgrounds to engage in service projects that enhance education, economic opportunity, environmental stewardship, disaster response, healthy futures, support veterans and military families. Accepted applicants commit to serving for a set period, typically 10 months, in various roles that directly benefit communities. These roles can range from mentoring students to disaster response and recovery, environmental conservation, and community health initiatives. One of the unique aspects of AmeriCorps is its focus on fostering civic engagement and leadership. Members receive valuable training and professional development opportunities, equipping them with skills that extend beyond their service term. They often work in collaboration with local nonprofits, schools, and government agencies to create sustainable, positive change. AmeriCorps embodies the spirit of service and community. By mobilizing individuals to tackle pressing issues and empowering them to become active citizens, AmeriCorps helps build stronger, more resilient communities. The dedication and impact of service leaders like Luff are a testament to the power of collective action and the difference it can make. Rebekah Luff's AmeriCorps Journey Luff's journey with AmeriCorps has taken her to various locations across the country, each offering unique experiences and opportunities to serve. Here are the highlights of her assignments:
Luff's next assignment will take her to Delaware, OH, where she will work at the Methodist Theological School in Ohio. Her tasks may include clearing a stream bed and surrounding areas of felled trees from a March tornado, removing invasive species, mulching, and maintaining trails. Additionally, they will collaborate with the Stratford Ecological Center on hay bale management and farm animal care. Why AmeriCorps? Luff chose to join AmeriCorps after completing college, seeking to gain experience in environmental conservation while having the opportunity to travel. The program offered both opportunities, along with a small living stipend and coverage of many necessities. Other members join AmeriCorps to become better leaders, meet people from across the country, develop a variety of skills, or earn the scholarship awarded at the end of service. Open to individuals aged 18-26, the program attracts people from diverse backgrounds, including recent high school graduates, those who found college wasn't for them, students taking a gap year, and graduates seeking direction for their next steps. To find more information go to www.americorps.gov AmeriCorps website. |
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