Is There Any Value in Blogging and Podcasting and All That Media?

Chris Brogan

The technology behind building a blog or a podcast or a newsletter is easier to operate than ever before. You can get started for very low money and it doesn’t require a boat load of technical skill either. But the two questions you should ask yourself are these: do I have something helpful to share and will anyone bother to read/consume what I create.

I don’t know that there ever were any “gee whiz” days in blogging and content creation. I feel like more people used to do it because they were told to create something, but really so few people actually liked writing and making media. They saw it as a chore. People did it until they felt they didn’t have to any longer. “No one’s reading blogs anymore anyway.”

That was never true. No one read your boring blog.

Podcasts: The New Rage

Everyone and their cousin are finally launching podcasts. It didn’t take off in 2005, like I thought. Nor 2006, 2007, 2009. All the years I figured “Wow, now THIS will be the age of podcasting” ended up being wrong. Because people tend to start doing something only when it’s saturated. So now everyone also wants to start a podcast and/or get on Instagram and do what everyone else is doing.

You can do a podcast. It’s okay. People are consuming more audio than ever before. (And people are reading less and less.)

You can and should do video, too. Start a YouTube channel and put something up at least weekly.

Will you? Not as likely. Podcasting is another thing people became willing to do because it seems easy enough. Video still seems hard and scary.

None of it matters. Unless.

Blogging, podcasting, video, and whatever other tools you don’t seem to want to use to reach people don’t matter all that much unless you have something interesting and useful to say. People make the mistake all the time of thinking that what they’re writing or speaking about is interesting because it’s what they sell. Not many people sell inherently interesting things. And even if something has a little pizazz, that wears off quickly if it’s not something anyone wants to buy.

No, you shouldn’t bother. Don’t make media. Of any kind, really. Just knock on doors and ring phones. It’s worked well for decades and decades.

Even though people don’t read as many mainstream news sources any longer. Even though people stopped listening to terrestrial radios and podcasting is having its heyday. Even though YouTube serves over a billion hours of video every day displacing a lot of eyes that used to just watch whatever was on TV. Don’t think much about that.


You can take a stab at creating something interesting and compelling and worth someone’s time. You can write helpful articles and posts. You can record podcast episodes that entertain and inform someone (I just spent the better part of a day in my car and ran out of GOOD podcasts to listen to – because I’m not all that into true crime shows).

You could try to reach the millions and millions of people who are looking for something entertaining and informative. And do it regularly, and across multiple types of platforms. Because that might be worth something to someone.

Or you can wait a while longer. Until no one’s doing any of these things either.

Digital Marketing News: Influencers Trusted More Than Friends, LinkedIn Expands Audience Data, New B2B Studies & More

2019 August 30 Backlinko Chart Image

95% of B2B marketers consider demand creation strategy to be successful
Some 95 percent of B2B marketers view their demand generation tactics as successful, and 60 percent see email marketing as the top-performing demand-gen strategy, according to newly-released study data of interest to digital marketers. ClickZ

PubMatic Reports 26% Increase in Mobile In-App Advertising
Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, according to new report data, also showing that in-app mobile video is increasingly driving ad spending. MarTech Advisor

LinkedIn Launches New Insights Hub to Provide Additional Audience Insights
LinkedIn has released an expanded version of its SuccessHub marketing data and insights feature, providing additional audience and more finely-tuned LinkedIn (client) market data, the firm recently announced. Social Media Today

New Study Examines How Brand Engagement on Social Influences Purchase Behavior
Liking posts topped the list of how people interact with brands on social media platforms, at 51 percent, followed by 31 percent who leave reviews, while millennials are more likely to purchase due to social ads — some of the insights of interest to digital marketers in newly-released survey data. Social Media Today

Adobe: Just 35% of marketers think their content pipeline is efficient
Among marketing, advertising, creative, agency, and IT professionals, some 57 percent are seeking more creative involvement, and 40 percent want more reporting data, according to newly-released study data from Adobe (client). Marketing Dive

Could That GIF Get You Sued?
Increasing animated GIF image usage among brands has drawn legal attention from some copyright holders, and Adweek takes a look at the potential legal ramifications of using certain GIFs in marketing efforts. Adweek

2019 August 30 Statistic Image

Many Followers Trust Influencers’ Opinions More Than Friends’
70 percent of U.S. consumers who use social media platforms and follow at least one influencer say they trust the opinions of influencers at least as much as those of their own friends, with 78 percent trusting influencer opinions over those presented in traditional digital ads — two of the findings in newly-released survey data. MediaPost

Google Search Console Shows New Image Search Data for AMP Pages
Google has made new image tracking data derived from recent changes to Google Image Search available in its Search Console feature, including an array of swipe-to-visit image analytics and other mobile AMP-centric features of interest to marketers. Search Engine Journal

48% B2B marketers admit content is only “somewhat effective” or “ineffective”
Among senior B2B marketers, a sizable 82 percent view content as important for achieving marketing goals, however only 48 percent believe their content is either somewhat effective — or even ineffective, according to new study data. ClickZ

We analyzed 5 million Google Search Results Here’s What We Learned About Organic Click Through Rate
Jumping up a single position in Google search results can boost click-through-rates by over 30 percent, and online content containing questions within page titles see 14.1 percent higher CTR rates — just two of many insights from new Google search result analysis. Backlinko


2019 August 30 Marketoonist Comic

A lighthearted look at talking about sustainability by Marketoonist Tom Fishburne — Marketoonist

Sony Announces Discreet New Flesh-Colored VR Helmet That Blends In With Your Face — The Onion


  • Lee Odden & TopRank Marketing — How to Build a B2B Influencer Marketing Strategy for 2020 [Infographic] — Social Media Today
  • Adobe — A B2B Case Study in Influencer Marketing: Adobe’s Rani Mani on Marketing Smarts [Podcast] — MarketingProfs
  • Lee Odden — Influencer Relations: Crystal Gazing — Angela Lipscomb
  • Lee Odden & TopRank Marketing — Infographic: A B2B-specific guide to influencer marketing — SmartBrief
  • TopRank Marketing — Context, Balance, and Structure – 3 B2B Marketing Trends from B2BSMX — Katie Martell

Have you found your own top B2B content marketing or digital advertising stories from the past week?

Thanks for joining us, and please come back again next week for more top digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

Refurbishing Top Content – Best of Whiteboard Friday

You’ve got top-performing content on your site that does really well. Maybe it’s highly converting, maybe it garners the most qualified traffic — but it’s just sitting there gathering dust. Isn’t there something else you can do with content that’s clearly proven its worth?

As it turns out, there is! In this ever-popular episode of Whiteboard Friday, Moz’s Senior SEO Scientist, Britney Muller, shares three easy steps for identifying, repurposing, and republishing your top content to juice every drop of goodness out of it.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, Moz fans, welcome to another edition of Whiteboard Friday. I’m Britney Muller, Moz’s SEO and Content Architect, and I’m so excited to talk to you today about refurbishing your top content. Any of you watching likely have top content, either on your site or a client’s site, that does really, really well. Whether that’s getting the most traffic or converting the most users, it does really well. The problem is that we let it just sit there, and we’re not getting the amplification that we could out of that content. So I’m going to talk to you today about how to sort of funnel in more qualified leads. So how do we do that?

Step 1: Identify your site’s top traffic pages.

Analytics is so great for this and to further evaluate which of those pages are converting the highest, have the most engagements, and are bringing in most of your traffic.

It’s super important to keep in mind that there are other forms of content. It’s not always necessarily just a page on your website. It could be a video somewhere, it could be a really great podcast, it could even be a printout, and I’ve run into this a few times where the information isn’t currently digital, but they use it in a clinic or in an office setting that could do really great things for the website. So keep that in mind.

Step 2: Simplify and repurpose

For the sake of our example, I’m going with a long-form content of how to choose the right college. Maybe this brings in lots of applicants for a particular school or university. So what could they better be doing with this piece of content? So that brings us to step two, which is simplify and repurpose. We all want to consume information differently. There are different use cases, you name it. So to take a long-form piece of content and to put it together in a PowerPoint, really simplify it and break it up into slides. From there, you can use those slides or take new raw footage to make a really, really powerful video on how to choose the right college.

If you have these two steps done, you’re kind of set up for success for images. You could either take images from your PowerPoint or your video and have really great informational text below it.

Lastly, audio, how easy would it be to take this long-form piece and to make it into an audio option or a podcast even, allowing your visitors maybe another option when they get to this page? So it’s fun to experiment with that as well.

You can interweave some of these other forms of content back into the original piece, and now you’re learning a lot more about your audience and a lot more about how they want to consume your content.

Step 3: Publish on popular platforms

I can already feel people getting really squeamish about this, but you shouldn’t. Let me say there are two big reasons why you should be taking advantage of this. One, these are all really, really powerful sites. They rank really well. Two, they have a huge audience, and their audiences are actively seeking information that you’re providing on your site. So if you’re not going to be providing expertise and information on these sites, someone will, right? So you want to take advantage of that, and you want to take the opportunity.

So you could take your PowerPoint and upload it to SlideShare. SlideShare ranks so, so well. You could take your video and upload it to YouTube, with the caveat of putting it on Vimeo or Wistia first. You want to make sure that you are self-hosting for up to three months, and then you can transfer your video to YouTube. That way you’re getting the authority of that video, and isn’t ranking first for it.

Instagram is great for those images, but, again, I would always put the text below it and keep your images really clean and not have too much text on them, and then to obviously hashtag appropriately.

Then Pinterest, Quora, people are actively asking questions that you have all the answers to, so to be the expertise in the field and to take advantage of people asking, “How do I choose the right college?” Reddit and LinkedIn are other options to further amplify.

Step 4: Measure the referral metrics

Measure the impact of republishing on these sites. There are a couple of ways to do this. These are some of my favorite engagement metrics. So you have number of viewed pages, you have time on site, bounce rate is always good to look at, and, obviously, conversions. So this really starts to paint a picture of: Where are you seeing the qualified leads? Where is your qualified traffic coming from?

Then the next time you go to a new content strategy, maybe you leave out these three because you didn’t get much traffic from them, but maybe you saw a bunch of qualified leads from SlideShare. So that brings you to pivot, like the “Friends” episode. It allows you to pivot.

So now, we have a strategy moving forward. We know what platforms work best for your website or your business, and you’re kind of setting yourself up for success down the road.

I would love, love, love to hear if you have experimented with these strategies, what has worked for you, what hasn’t. Also feel free to ask me any questions down below. Thank you so much for joining us for this edition of Whiteboard Friday, and I will see all again soon. Thank you.

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