Blogs are often mistaken for websites. While websites are all good and necessary, they are quite passé too. While you can hide behind a static prehistoric website for years at a stretch, you cannot do so in your blog; you have to be real and you got to take that mask off! While a website allowed you to dictate your terms to the world, a blog makes you look humble, more human. While a website is a one-way conversation tool adding no value to either parties, a blog serves for a brilliant two-way conversational medium, enriching both the parties in the end. This is the social age, you survive on your blog or you risk getting extinct!
We are often asked – ‘Why create a blog when we have a website?’ Now this sounded quite disturbing to social media believers like us, but when we put ourselves in their shoes, we realized that there exists a tremendous amount of ignorance about the social age. And to top it, nobody really wants to rake it up! Digital agencies are busy building social media strategies and businesses are busy in – their business. And since your competitor is having a blog, you have started one too!
In this post, I have attempted to address this ignorance and hoping to debunk a few false notions related to blogs and websites.
Blogs are dynamic whereas websites are static
Every website has a standard format and number of pages. Pages could vary from one website to another but the ‘Home, About, Contact, FAQ’ are the default ones. A few businesses believe in sharing about the team and company vision too, which is all nice but quite tiresome. So what really is new in your company? You could put a page for ‘Press releases’ but how many of us are really interested in reading one?
In this sense, a blog is always dynamic, always in the flow whereas your website remains frozen. Even the fact that you have a flash animated website will not make up for the absence of a blog.
You can’t wear a mask on your blog
A blog is like your diary, you have to be honest with it. Gone are the days when visitors only read your LinkedIn profile or the ‘About us’ page on your website. Today everybody is interested in knowing the ‘real’ you. Which is why they will search for your blog link. Blogs reveal a whole lot about yourself – vision, thought process, personality, character, behavior, etc. The moment you choose to hide behind a mask or a logo, people start to lose faith in you.
It is similar to being on social media. If you want to evolve in the digital age, you embrace social or stay indoors within your website.
Blogs are conversational, websites are dictating
Can you recollect what you have just read on a website? Supposing you have gone through the website of a company you are interested to know about. What do you remember when you leave? The About or the latest press release. Nothing much really. But in case the company maintains a blog, it is very likely that you will remember at least a few stories that you read on the blog. This is similar to having met someone in person and spending time with her as opposed to just being aware of her.
And why does this happen? Because blogs are conversational by nature. A blog is a two-way communication medium. The content producer as well as the consumer, both of them are active participants in the story that is being shared.
SEE ALSO: Why are you scared of blogging?
Brands do not blog, individuals do
I have often come across corporate blogs that do not have the author mentioned. And what I also experienced with such blogs is that there are no comments, likes or shares for them. The blog is as good as a website producing assembly line press releases one after the other. But, on the other hand, there are many corporate blogs that display the author so you know whose thoughts you are subscribing to. These are also the posts that bring the maximum traction and conversations.
People do not talk to a logo – a logo is an inanimate symbol. People talk to other people just as a company cannot write a post. An author does that. So you need to have an author associated with every post in your blog.
Search engines love blogs, not websites
Simply put, blogs are SEO friendly as compared to websites. Like I mentioned earlier about blogs being dynamic in nature as they are updated with fresh content regularly. This dynamism gets them ranked higher in the algorithms that run the search engines. When you compare a blog with a website in terms of content, a blog has new content every day, new updates posted regularly.
Whereas the website remains motionless. How often does a brand change its values or its vision? The percentage of dynamic content on a website is very less when compared to a blog. Which is why we see more brands adopting blogs and listing it within their websites!
Blogs provide for engaging with your stakeholders
You can engage with your Investors, Stakeholders, Employees and just about anybody on your blog. Imagine doing this with your website? A website is like a brochure and a data collection center. You can have entry forms, login forms or surveys where interested parties can enter their queries or responses and that’s about it. You cannot communicate with them in real time through your website.
On the other hand, blogs are alive and they are real. Blogs provide for sharing, liking or commenting. You can start a conversation on your blog!
Besides these, a blog has many advantages over a website. So have you started blogging yet or are content with your website alone?