In today’s fast-paced digital landscape, nonprofits and purpose-driven organizations face an ongoing challenge to capture and maintain their audience’s attention. While video and social media often steal the limelight with their flashy, eye-catching content, one should not underestimate the enduring power and relevance of blogging. Despite the changing landscape, blogging remains essential for organizations to connect with their audiences, share their stories, and advance their missions. Here are six compelling reasons, backed by evidence, demonstrating why blogging is still a crucial and necessary component for nonprofits and purpose-driven organizations, even amidst the growing dominance of video and social media.
- Cost-effectiveness: Blogging is a relatively low-cost investment compared to video production and advertising on social media platforms. Nonprofits often operate on limited budgets, and blogging allows them to create and share content without incurring high costs. According to a study by the Content Marketing Institute (CMI), 68% of nonprofit professionals use blogging as a content marketing tactic because it is cost-effective and efficient.
- Long-form content and storytelling: Blogging provides a platform for organizations to share detailed, long-form content that delves deeper into their mission, values, and impact. This helps create a narrative around their work and engages readers at a deeper level. A study published in the Journal of Marketing Research found that storytelling significantly affects consumer behavior, making them more likely to support a cause or organization.
- SEO benefits: Blogging significantly contributes to search engine optimization (SEO), which helps increase an organization’s online visibility. A well-optimized blog with quality content can rank higher on search engine results, driving more organic traffic to the website. According to HubSpot, companies that published 16+ blog posts per month got almost 3.5 times more traffic than those that published 0-4 monthly posts.
- Establishing thought leadership: Blogging allows nonprofits to establish themselves as thought leaders and experts in their field. By sharing insights, research, and experiences, organizations can build trust and credibility with their audience. A study by the Edelman Trust Barometer shows that 64% of consumers trust an organization more when it is seen as a knowledgeable expert in its field.
- Engaging diverse audiences: Blogging enables organizations to reach and engage diverse audiences by providing content that caters to different preferences and learning styles. While some people might prefer visual content like videos, others might find written content more engaging and informative. A report by the Pew Research Center found that 60% of Americans still prefer to read news and information in a text format, highlighting the continued relevance of blogging.
- Evergreen content: Blog posts can serve as evergreen content, providing value to readers long after they are published. This means that even older blog posts can continue attracting new visitors and driving engagement. According to a study by Ahrefs, over 50% of blog posts receiving organic traffic are over two years old, showcasing the long-term value of blogging.
Blogging for nonprofits and purpose-driven organizations remains relevant and necessary despite the rise of video and social media. It offers several advantages: cost-effectiveness, long-form storytelling, SEO benefits, thought leadership, engaging diverse audiences, and evergreen content creation. These factors make blogging a vital component of organizations’ comprehensive content marketing strategy.