Blogging in the Age of AI & Social Media: Why it Still Matters in 2023

What's the point of blogging in 2023? With so many new technologies and platforms emerging every day, it's a valid question to ask. Is blogging still relevant in a world where social media dominates and advertising is becoming more complex? And what about AI content generation through apps like ChatGPT? It can feel overwhelming (and stressful, if you're a web marketer) to face new technologies, rapid-fire, day after day, that appear to be coming for your content strategy.

But with the rise of AI and other advanced technologies, blogging is actually even more powerful. Tools like ChatGPT are making it easier than ever to generate high-quality content quickly and efficiently. And with social media becoming increasingly uncertain, having a strong web presence is more important than ever. With good web content, businesses can establish a failsafe method of reaching their audience and building their brand.

In this blog post, we'll explore why blogging still matters in 2023 and how you can use tools like ChatGPT to improve your blogging process. We'll also discuss the uncertainties surrounding social media and advertising and why having good web content matters. Let's dive in and discover the power of blogging in 2023.

What AI Means for Blogging

A while back, I attended a webinar on ChatGPT for content marketers. One of the first questions the moderator asked was, "Are you worried about your job?" Surprisingly, the majority of attendees said no. Discussions in the chat echoed what I was thinking: AI can't replicate the human touch–the emotions and creativity and other magic that we bring to writing–but it can make our jobs easier.

I won't pretend like everyone is on board with ChatGPT or other AI, but I do want to operate on the assumption that we all understand its inevitability. Sure, we can rail against it, refuse to use it, or pretend it doesn't exist, but ultimately that puts us at a disadvantage. Instead, look at how to work with it to improve your blog writing and processes.

Read up on how we're experimenting with ChatGPT. 

As for the question of whether AI has killed blogging (or will kill blogging), the answer is definitely no. People still want the kind of content that only humans can write, and that includes things like your perspective, personal examples, storytelling, and emotional resonance. AI and humans can team up to produce better content than either one could alone.

Think of AI as your personal research assistant. It can handle the grunt work, like digging up data and analyzing it, and even suggest ideas for headlines and topics based on what readers are searching for. This leaves human writers to focus on the fun stuff – crafting a compelling story, infusing personality and humor, and building a real connection with readers. While AI is amazing, it's not a replacement for human emotion and intuition. Your role in blogging still matters.

Why Written Content Still Matters in the Age of Podcast & Video

These days, it seems like everyone has a podcast or is creating videos for TikTok. And that's great–we have more ways than ever to learn new stuff, connect with other people, and be entertained. The existence (and popularity of) those types of content doesn't mean that written content is pointless. Video and audio are just additional resources for consumers, and consumers still engage with written content.

What the multimedia landscape means is that it's no longer enough to slap some words on a page–and that's a great thing for everyone. Sure, it might mean you have to do more to make your web content more engaging, and that might mean including video, audio, infographics, and other visuals. But it also means that there are even more ways to meet your customers where they are. To give them what they want. To delight them. It's not enough anymore to just slap blogs up on your site every week, smash as many keywords into the text as you can, and call it good; businesses that understand that and care about their website will be rewarded.

Need more convincing? Consider this:

• Written content is still the most searchable and accessible format for information on the internet.
• Many people prefer to consume information through reading rather than watching or listening.
• Written content can be more easily skimmed and scanned for important information, which is especially important for time-strapped readers.
• Written content can be repurposed in many ways, such as social media posts, email newsletters, and downloadable content offers.
• Written content is often the foundation for other types of content, such as podcast show notes or video transcripts.
• Written content allows for more creativity and experimentation with different writing styles and formats.

Bottom line? Audio and video aren't killing blogging, either. In fact, creating content in multiple media is a great way to improve your reach. So take that Reel, expand it for YouTube, turn it into a blog post with a sharable infographic, and be a podcast guest to talk about it!

Nothing's Certain But Uncertainty

When I started writing this blog post, the CEO of TikTok was answering questions in a congressional hearing, and we still have no idea whether TikTok will be banned in the United States. Twitter's fate has been called into question since Elon Musk's purchase of it late last year. Facebook and Instagram ads have been unpredictable, to say the least.

Social media platforms rise and fall; search engines and social media platforms make sweeping changes that impact ad performance; pandemics happen, which dramatically change consumer behavior; and inflation and worries about a recession change the landscape of businesses on and offline. All this is to say: don't put your eggs in one basket.

Consider this: the one thing you actually have control over (when it comes to marketing, anyway) is your website. No, you don't have control over search engines or even the behavior of visitors if they get to your site. But you do have control over what you put on your website. It doesn't go away if a social platform is banned or loses relevance. And, the content you create and post on your site can be easily repurposed and shared elsewhere.

Pro Tips for Blogging in 2023

Okay, so blogging's not dead. However, that doesn't mean it hasn't evolved. Everything we've covered here–and more–means that your old methods of blogging are probably outdated. It still matters, but so do other new and shiny things, so your strategy has got to keep that broad competition in mind. Here are some tips to help ensure your blogging is successful.

Evergreen or Timely?

One of the great things about blogging is that it has the potential to be a lead magnet for a good long while…if you write evergreen content and keep it updated. But don't dismiss the power of timely content. Even though a lot of information is shared and consumed on social media, people still use search engines to find out what's going on. You may want to focus on one or the other (and your focus will depend on your resources, your audience, and other factors), or find a balance between the two. Our blog, for example, covers timely issues like Google updates that impact SEO as well as evergreen guides or how-tos. We tend toward evergreen blogs because it's the nature of our industry, but we'll definitely share timely content if it's relevant to our audience.

Don't Just Blog

A good marketing strategy will include more than a blog post here and there. Build up your email list, utilize the social media platforms that make sense for your business, and develop strategies that keep you relevant in your industry. It's also a good idea to do things like address old content on your site, optimize your website, and keep your website running well. Your blogging success depends as much as it does on what you do around blogging as it does on how well-written your content is.

Focus on Quality

Hopefully by now you know that it doesn't do anything to have a bunch of super long blog posts without any substance on your website. Quality content is the only content you should ever create, so don't worry about quantitative stuff like "how many blogs should I post" or "how many words do I need to write." Write quality content that answers your visitor's questions…and keep doing that.

Embrace the Future

As we've discussed, there are a lot of variables in marketing today. Your best bet for success is to embrace the future and use tools and trends to your advantage. This might mean using AI to help you generate content or for SEO. It might mean including multimedia elements in your blog posts. It should mean understanding where your audience is hanging out and what they're looking for and meeting them where they're at.

Keep Your Audience at the Heart of It

And on that note, the most important strategy of all: centering your audience. Blogging means nothing if it isn't written for your intended audience–the potential and current customers, the stakeholders, the people who you want to do business with. No matter what new shiny tool you use or which way your marketing takes you, keep your audience in mind.

It's 2023, and the future is now. AI and social media have changed the game, but blogging still matters. With the right approach, blogging can be a powerful tool to attract and engage your audience, improve your web presence, and position yourself as an expert in your field. Remember to write with purpose, be authentic, and stay current with trends and tools.

The world needs your unique voice and perspective. And if you ever need help creating content or setting an inbound marketing strategy, we're here for you at Tribute Media. Let's connect and make 2023 the best year yet for your business.