Recently, I was speaking with someone I met at an event. During our conversation, I mentioned that I regularly write blog content and was met with a bemused expression followed by, “Oh, do people still read blogs?”

“Well, yes,” I replied before explaining that I had been writing book reviews and other literature-related content on my website, Just Read It, and had built a steady following over the past 13 years.

Later, I reflected that the idea that people no longer read blogs was not uncommon. With the popularity of bite-sized content such as TikTok videos, visual storytelling on Instagram, and podcasting, you could easily assume that blogging and other types of long-form content are irrelevant.

But the truth is far from it. Long-form content remains a cornerstone of meaningful engagement and personal or professional expression, with 77% of internet users reading blogs regularly (Source: Ahrefs). For many businesses, it is a foundation for their brand and marketing communications strategies.

There are several reasons for writing blogs and long-form content, from displaying your knowledge of a particular topic to improving the visibility of your website. My three favourite reasons are as follows:

1. Demonstrates knowledge and builds credibility

Blogs enable you to dive deep into a topic to demonstrate your expertise and create opportunities for meaningful engagement and discussion with readers. A well-written and researched blog post or web article also builds credibility in a way that is not always possible with social media posts.

2. Supports content creation across multiple platforms

Blogs rarely exist in isolation. They are the well from which content across other platforms springs, for example, social media posts, newsletters, and podcast scripts. A single blog post can go a long way in keeping engagement with your product, service or brand high.

3. Creates space to display personal/professional brand voice and values

Whether sharing personal experiences and reflections or providing industry commentary or analysis, long-form content allows for rich and nuanced content that authentically reflects a personal or professional brand voice and values.

Investing time in writing blog posts and long-form content shouldn’t be considered an outdated method of engagement but a meaningful form of content creation that can stand the test of time.

In my experience, readers will always appreciate thoughtful, in-depth content; most importantly, they remember the individuals and platforms that provide it.

Get in touch if you need help with writing your content. I’d love to chat.
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