Why You No Longer Need a Blog

Despite the title of this post I happen to think that blogging as a business marketing tool is very much alive, but not in the same sense that kicked off what might be called the golden age of blogging. (Wonder if that period will make the history books?)

While great examples of well-read traditional blog publications will probably be with us for some time, the real growth in the future of blogging will come as content producers turn the content production and consumption behavior that blogs accelerated into the ultimate tool for sales conversion.

So, you no longer need to think in terms of a blog as some extension of your website, but more in terms of blogging behavior and technology as the fundamental component of your content strategy.

Websites owners are using blog software to turn their sites into highly engaging content management systems and that evolution will continue to pick up steam for every type of business in the near future.

Database driven sites

The next evolution of the small business website will include proven blog technology – database driven pages, RSS feeds, and auto created XML sitemaps. (While not perfect, my entire site, pages and all, has been WordPress driven for years.)

Permalink content structure

The traditional blog structure around dates and categories will go underground as content producers simply create keyword rich content that is evergreen and no longer consumed in chronological or journal fashion (Copyblogger has been doing this for some time.)

Jukebox delivery

One of the real innovations in the content management approach will come in the delivery of the content. As the site owners move to a content strategy they will ask designers and programmers to create new navigation, search and presentation formats that allow consumers to call up content very much like a jukebox and follow paths of content based on their interest rather than site structure.

Aducational writing

Now that the market has developed a mature taste for blog style content, marketers will begin to wrap more commerce in the content. Educational content will contain product and service offerings as a natural flow of the conversion process.

So, that’s my take on the future of blogging, but if you would like to get the thoughts of thousands of people highly immersed in the world of blogging, you should join me at this year’s BlogWorld Expo in Los Angeles – Nov 3-5.

This is an amazing event that will make your head explode in a good way and I have a few free tickets to give to my readers.

I have three freebies – 1 Full-Access Pass, 1 – 2-day Pass, and 1 Expo Pass.

If you would like a chance at one of these passes, just finish this statement in the comments – I think the future of blogging is . . .

I also have a 20% discount on BlogWorld tickets just by using the code – DTM20

Looking forward to your thoughts and hope to see you next week in LA.

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  • http://jenniferowhite.com/ Jennifer White

    I think the future of blogging is……….exciting. I”m thankful it’s not stagnant and is becoming even more relevant to SEO, and thankfully SALES. Thank you for your encouragement today!

  • Jessica Aguiar

    I think the future of blogging is headed to be the norm in all businesses. The word “blogging” will merge into “content marketing” because it will no longer become an option, but a necessity. If content marketing is king, blogging will become the center of dispersing articles, aducational writing and more. It may not be the traditional sense of just writing a blog column, but the practice is far from dead – it’s just turning a new leaf.

    First entry count for something in BlogWorld swag? :)

    Jessica A.

    • soniasimone

      I agree — sometimes that term “blogging” has baggage for some audiences, but the essential core of a content-rich educational website that primes the sale is only going to become more important.

  • http://treydarbonne.wordpress.com Trey Darbonne

    I believe the future of blogging is in the stories marketers tell that promote connection with customers and encourage community among customers. That kind of connection is born out of authentic relationship fueled by stories with relatable themes. 

  • Alex Marie

    The future of blogging is… brighter then ever. I look forward to seeing it change and grow.

  • http://365cincinnati.com Bridgett

    I think the future of blogging is . . . so bright it has to wear shades.  Seriously, great content will always be the way to go and blogs help promote that. 

  • Gary Shouldis

    I like the trick headline, i clicked on it!

  • http://www.trilinemarketing.com BeccaAtTriLine

    I think the future of blogging is the art of giving your reader clarity and connection, while remaining true to your voice.

  • doncampbell

    Great post John. The future of blogging is… even brighter than its past. We will see blogging become part of the fabric of every engaging web presence, bringing a more lively, dynamic and conversational experience to readers.

  • http://jeffkorhan.com Jeff Korhan

    No doubt blogging is changing.  Looking forward to learning more at Blogworld Would like to say hello if our paths cross (already have my ticket). :)

  • Andrea Nowack

    Not going away faster than you think.  While I agree with many of the points you voiced, it will be a slow transition as people continue to try and figure out how to make sense of digital innovations coming their way!    

  • http://twitter.com/kareng7 Karen Goldfarb

    I think the future of blogging is nigh.

  • http://twitter.com/kareng7 Karen Goldfarb

    I think the future of blogging is nigh!

  • Cheri Lesueur

    I think the future of blogging is …. a marketing conversation sharing informational content and influential ideas through all medias and creating a more rounded vision of any business or occupational field.

  • http://www.notactuallyahero.com Rob @notactuallyahero

    The future of blogging is an onslaught of copycats. As it becomes viewed more and more as a “legitimate industry” with more writers, marketers, and owners, you will see even more “me-too” blogs than in the past.

    But overall, that will be a good thing. More copycats means more people rising to awesomeness.

  • http://teamworkscom.com Paul Pruneau

    The future of blogging is the hub of your content marketing strategy. It is now the must have online property for listening, belonging, broadcasting, social networking and analyzing. Without a blog, any business will be seriously impeding their opportunity to succeed.

    Great post and I couldn’t disagree more with your headline.

  • Madfeline

    I think the future of blogging lies in commerce…due to its ease of use, particularly for the small business owner who can promote products through personal interaction. Contrary to challenge of maintaining a typical website, a producer can leverage add-ons like Flickr to easily display products and post frequent updates to content and imagery from any device, any location.

  • Dawn Comber

    I think the future of blogging will require businesses to be increasingly personal, present, engaged, real (say what they mean and mean what they say) with their communities/customers/clients. 

    Thanks for your insights. If I win, can I meet you at Blogworld?

  • Captain Cyberzone

    Having a business and giving it an internet presence and wanting that internet presence to be worthwhile (profitable) requires utilizing every strategy available.
    If you have a site which encompasses a blog I suggest that you spin-off the blog and give it it’s own url and keep the content on now both sites as audience specific as possible.
    Blogs are here to stay. They are to an internet site what a neon-lite is to a brick & mortar. 

  • Dave Mastovich

    I think the future of blogging is more: more selling, more story telling, more influence. 

  • http://www.online-business-virtual-assistant.com/ Shilpi Roy – Virtual Assistant

    I feel blogging has more future since every business now a days needs a website and also a blog where contents are shared….

  • http://www.extremejohn.com Extreme John

    I believe that blogging will be really a big part of our world history. And I’m so proud that I am part of this golden age. I’m as excited as the others about the future of our blogging world. I bet the future would look back very proud of today’s great evolutionary turnarounds. 

  • http://gotomyblog.com Bob Fariss

    I think the future of blogging is storytelling, especially for business. Commercial websites started as brochureware, describing products and services. Later that evolved into transactional websites, taking orders, scheduling appointments, etc. Blogging allows a business to tell stories about the value of what they provide. If no prospects ever read the blog, it would be an invaluable library for employees on how they add value. However, the keywords in the story cannot help but drive interested prospects to the business. The technology we need now are things that make us better story tellers.

  • bryantkeefe

    I think the future of blogging is . .. small. We are in a text or short message life. People are rarely reading long articles. We skim at best. The future is with video and headlines or bullet points. The “blog” will allow for some quick content creation and possibly your connection to your rabid fans if you happen to be bright enough to attract any. In general the “blog” has seen its best years and although they may survive, it will take very special people to build audience with them. The blog is too slow.

  • ArtNewsDFW Moderator

    Not sure I agree totally about distribution. RSS coding is very useful for redistributing content — I use it to create email subscriptions and create “newspapers” at paper.li. If that’s part of a common database-driven structure, then I look forward to it.

  • Flojo34

    I am fairly new to the whole blogging. It seems confusing. However, I would have to agree with bryantkeefe where he states that we are in a text or short message life. Reading blogs can become boring now days verses sending a quick text with key points. Enjoyed reading this blog!

  • http://www.soundwebsolutions.com/blog clavoie

    I think blogs trying to make money will diverge from blogs that support a company’s web presence and try to connect with its customers.  If you’re blogging for money you really need to become more like traditional journalists – write unique, creative content with compelling headlines that build a strong loyal following.  If you have a customer-focused blog you need to engage your readers and invite their participation, tell stories that round out your company and product personality, and incentivize conversions on your website.  Not that there won’t be overlaps, but I think the imperatives are different for each.

  • Amygue

    I think the future of blogging is taking over regular websites.  I hope that is not true because I like standard websites better but it already seems like a trend.

  • http://www.bokwormsblog.com Jeb

    I think that business will become more relationship driven in the coming years. Blog or no blog.

  • Matt Kostan

    I think the future of blogging is more then just telling stories  – it will be a necessity to do business! The age old truth of “people buy from those they trust” will be the prevailing words of wisdom. I think companies with just a twitter/facebook/G+ only presence will start to realise they are just renting space and are in fact “homeless”Not to sound pessimistic (I’m genuinely the opposite), but what goes up may just come down. Facebook/Twitter may not always be a dominant force and once you get evicted, where will you go?Your blog is your home base. It’s yours and always will be. Not only is it a place to tell your stories, but more importantly you can tell the stories of your customers, vendors, and other stakeholders.  I have  started to do this with my company blog and it has been successful since it taps into many networks at once (the customers, vendors, etc). Small business owners will realise that every company (no matter the industry) is in fact a media company.The only way to stay competitive will be to embrace content marketing via blogging head on.Would love to meet you at blog expo!

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Interesting angle, John. The word “blog” is not my favorite, and it doesn’t do “thought leadership marketing” justice. I do believe we will be dependent upon blog technology to deliver our educational insights, advice, and guidance to our core audience for the foreseeable future, but the definition of a blog needs to evolve. I personally like “content marketing”. The problem is, that phrase only resonates with us marketing folk!

  • http://marketingwithmindy.com/ Mindy Koch

    I think the future of blogging is interactivity on multiple social platforms.  Your blog is merely a place you will host your unique content.  Your readers will expect your content to come to them on whatever social platform they prefer.

  • http://www.ricardobueno.com/ Ricardo Bueno

    I think the future of blogging is finding ways to turn your writing into a business model. Blogging is a tool, NOT a business model. 

    In a perfect world:
    – You start a blog. 
    – Write a post (and it goes viral). 
    – Build your list. 
    – Cash in on thousands of dollars. 

    Sadly, it just doesn’t work that way.

    Copyblogger sells software for online marketers. He uses his blog to create compelling, engaging and helpful content (for free) that then drives interest to people purchasing his software. That’s the business model, selling software.

    Intreehouses.com is a free on-line magazine that produces a digital magazine once per month. It’s a freemium model – you can get it for free by opting into the newsletter (or paying with the Tweet). That free magazine is used as an upsell to a premium newsletter. The business model there is micropublishing. Giving away free content to upsell a subscription to premium content.

    The future of blogging is figuring out a true business model.

    Furthermore, business blogs (or rather, corporate blogs) need to bridge the disconnect between their writing and their readership. Ditch the “corporate speak” and write to be helpful first. The clients will follow. 

    Hugh MacLeod said it best: “People should come to your blog, not because somebody drove them there, but because it was important for them to come there.” 

    Establish that sort of connection with your readers, have a business model in place, and you’ll have a successful business driven by your written word and your blog. 

    (P.S. Not sure if you already awarded the passes. I’m not speaking this year, and haven’t purchased my badge. Look forward to having my entry considered).

  • http://onholdmessagesfor69dollars.com On Hold Messages

    I can honestly say that I don’t really have a clue what the future of blogging is! I do believe video will be more popular than ever on blogs because people just don’t want to read as much as the once did. And although many people believe that Twitter is forcing people to communicate in fewer words, I do not think compelling content, no matter the length will ever go out of style.

  • http://www.augadha.com Druv

     I do agree that building a blog takes a lot of effort, and if you are using other ways of promotion like you have listed down – we would be much more successful in reach our to people. For a Blog, If you can engage people more into the information you provide, i would say you have succeeded but it still requires a lot of effort, hence i agree with your methods for alternative ways of self promotion.

  • http://www.ryanhanley.com/ Ryan Hanley


    I’ve heard the argument made that you could use Google+ as your blog.  That Google is indexing the posts and ability of G+ to handle media and sharing makes the social outpost a great Blog alternative.

    I see the argument but I’m definitely not sold.

    Thoughts on this?

    Ryan H.

  • http://writespeaksell.com jeannettepaladino

    I may be dense but I don’t understand your premise or a lot of what you are saying. The blog of the future is now. Many of us are already using our blogs as content management systems. We are educating, we are branding, we are selling,  We already have a jukebox in which consumers can call up content — it’s called categories. What’s your point?

    • http://www.ducttapemarketing.com/blog ducttape

      I wouldn’t call you dense, but sometimes the closer you already are to something the harder it is to see how it’s changed

  • http://sparkinboundmarketing.com Tod Hirsch

    I think the future of blogging is the hub and spoke model. The blog is becoming the hub in a company’s content marketing strategy. The spokes are all of the other content promotion outposts – FB, Twitter, Twylah, Quora, Google +, Slideshare, YouTube, iTunes podcasts etc. The list just keeps getting bigger.

    • http://www.i95dev.com/ecommerce-magento Henry Louis

      Well said Tod. I completely agree with you.

  • Alex O

    I think the future of blogging is a laser focused topic based analysis that will integrate written word and multimedia experience – making the internet the ultimate and ever evolving knowledge base for humanity.

  • http://www.dougfrancis.com Doug Francis

    I think the future of blogging is . . . well, actually depend on people putting together blogs that people will want to read, that are natural to write, have original photos, leave the reader fulfilled, are well organized, are “mobile-ready”, and on and on and on.

    Hey, sorry to ramble…

  • http://www.mobileappsdesigners.com D T

    As soon as I read the title of your article I was ready to write a long disagreeing comment! You redeemed yourself, I think the face of blogging will adapt with the times but I don’t see an end to fresh content creation. 

    • http://www.ducttapemarketing.com/blog ducttape

      Yes, that was a bit of trick to the title – it drew in people ready to argue the point and those thankful that I was going to tell them they didn’t have to do the work.

  • Smith S54

    blogging will stay as a tool for business use but it does quite often seem a long winded way of getting information or your sales pitch across, people and consumers want short quick answers that they can engage with and get another short quick answer without trawlling through reems of information. post and comments ressembling and encompassing social networking sites is the future  

  • Myrealtorjoe

    It’s such a moving target and ever changing topic…As soon as I think I understand one aspect of it I realize how much I don’t understand about the other aspects.