In the beginning, there was blogging. And for businesses looking to build an audience that helped grow the bottom line, it was good.
In fact, many of the leaders in the digital marketing space started as blogs and evolved into multi-million dollar businesses. I personally have immense gratitude for what Rainmaker Digital has been able to achieve, and it all traces back to the early Copyblogger audience.
Then, around 2008, “business blogging” gave way to the term “content marketing.” Eight years later, as we wind up 2016, we’re drowning in content, and there’s no mistaking that much of it is just poorly-disguised traditional marketing.
Something seems to have gotten lost along the way. The original business blogs provided valuable content, sure … but that content was delivered with perhaps the more important ingredient — a relatable, remarkable, and reliable human voice.
To be clear, blogging never went away. But perhaps it’s time to go back to the roots of business blogging to rediscover the foundational aspect of content that actually works as marketing, even though it doesn’t “feel” like marketing.
Tune in to listen to my conversation with the great Darren Rowse of Problogger. You’ll hear how the entire content marketing movement truly began, where blogging is going, and why we all need to first return to the foundational element of human connection before we focus on fancy automation, strategic funnels, and conversion optimization.