🌆 Problem Statement
As we approach 2023, I wanted to offer a blogging deep dive that discusses everything from the market dynamics of blogging to why businesses launch blogs. In addition to reviewing behavioral analytics and SEO tools to help businesses and individuals make measurable, actionable decisions, we will also discuss blogging platforms, development frameworks, and blogging engines, as well as a blog business plan guide to help you create a successful blog that generates leads, earns revenue, acquires customers, and builds brand awareness.
The primary objective of this post is to help both technical and non-technical individuals and businesses start blogs as part of their overall content strategy and marketing efforts. I will also provide my personal experience around aspects of how I approach solving problems for EconomyBlocked.
🌅 I wanted to qualify this post with one direct statement - blogging is dead. Long live blogging! I also want to thank all the digital product developers and independent technical content creators who inspire me.
Blog Market Research; Blog Business Plan; Content Strategy; Content Model ;
Blogging Platform; Web Development; Medium-Blog; WordPress; SSG |
📜 Table-Of-Contents:
🌎 Blog Market Research
For many search intent tasks, society has begun relying more and more on YouTube, TikTok, and Instagram; To learn new skills, how to make the best steak, how to change your oil, etc. Even though more and more people are relying on video content to solve their problems, written content will continue to be a massive monetization opportunity. If I were to use myself as an example, video content may be useful for researching new skill sets, technologies, product management philosophies, etc, but it cannot replace written content to solve most of the problems I have faced and will continue to face.
Despite the rise of vlogging platforms such as YouTube and TikTok, the blogging market has continued to grow over the last 15 years and is estimated to reach $45 Billion USD in 2022, and a compounded growth rate of 10% by 2025, reaching an estimated market size of $70 Billion USD. But content marketing as a whole represents a much larger market, generating $412.88 Billion USD in 2021.
The segments of the world market that account for the aggregate of this growth include Germany, Japan, and the United Kingdom, as well as India and Brazil, where the market is expected to grow substantially by 2025… Written content will continue to capture a large market share in emerging markets, as internet penetration and digitization accelerate across these regions. Global blog readership has reached 1.7 Billion monthly-active-readers between each of the largest segments; North America, Europe, and Asia.
📰 Why do Businesses launch Blogs?
The importance of blogging in business is predicted to remain strong for several reasons, and the effectiveness of blogs should be emphasized– A blog can be used to improve content marketing strategies by reaching your target audience with targeted messaging about your product or service, build brand awareness for both new product releases and product updates, and showcase promotional periods, among other benefits. Blogging generates 57% more leads for businesses than those with little to no content marketing strategy, and blogging can be a secondary or tertiary revenue source–Let’s examine how businesses benefit from blogs.
Businesses can use it to share their core expertise with their audience, including team skill sets, business problems, engineering challenges, and core knowledge around your products or services, per department, helping to build empathy with their customers through written content.
A company can also demonstrate how it approaches problem-solving in order to build trust and credibility with potential customers. In addition to boosting brand loyalty and repeat purchases, it keeps existing customers engaged with your business by providing direct insight into the nuances and challenges your teams face.
In addition, blogging can help to improve a company’s search engine optimization (SEO) efforts and domain authority. Search engines, such as Google, prioritize websites that regularly produce fresh, high-quality content using both keyword best practices, and internal linking, optimized against the algorithm which is the backbone of the Google search product. By publishing regular blog posts, businesses can improve their organic search rankings and improve their domain authority, which can lead to more traffic, potential customers, and revenue.
Building a community around your brand can also be achieved through blogging. Businesses can nurture a sense of connection and community directly within their blog posts by implementing a commenting system, such as Disqus, and encouraging readers to share their thoughts and opinions freely – Building a devoted promoter customer segment, and generating indexable feedback to help with future product development.
📊 Blog Strategy | Blog Business Plan Template | Blog-Product Discovery
Whether you launch a blog on your own or within your organization, you should begin by creating a plan of action as you would with any other problem space. Listed below are some areas of focus that should be considered as part of your strategy efforts - this list is by no means exhaustive, my goal is to provide a solid starting point as a reference to be built upon over time.
1. 📈 Create your Blog Business Plan for new businesses and begin Product Discovery for teams with an Existing Product or Service
For those who are building a blogging business independently of a company or existing product or service, picking your niche is the first step. A niche represents the main areas of focus for your blog, such as categories and subjects covered, such as a blog targeting Ruby on Rails Developers or UI/UX designers.
It may take a bit more work to launch a blog independent of an existing business; a product, a service, etc. This involves creating and defining each aspect of the ‘business itself, from naming the business and purchasing the domain, to defining your overall design principles: logos, brand identity, etc. Existing businesses will have a foundation on which to build. Your plan will include each of the reviewed subsections, but it will be tailored to your specific goals and needs.
It’s also important to define your long-term monetization goals at this stage. What kind of business model do you envision? Will you rely on ads, affiliate marketing, or direct sales? In order to align business goals with technical implementation and design, you should begin thinking about this aspect of your site early, ideally avoiding future technical debt and added complexity, without redesigning elements of the site to account for future ads, for example.
2. 🗂️ Define your Content Strategy
You can use this stage to get your creative juices flowing by determining what types of content you will cover in your blog posts, including subjects, categories, and topics based on your niche. Is there a specific outcome you would like your content to achieve? It’s also worth building a better understanding of the target market and targeted customers during this stage of the process to better understand the desired outcomes you envision your content achieving.
What do they care about? What do they do? What do they like? This stage is about creating a strategy for your content. It’s a bit of an art form to balance how much content you should be producing, with how much content you can realistically produce based on your availability or the availability of your content team.
You’ll also define your blog’s content model and overall blog templating model at this stage, which will be based on the blogging platform or framework you choose. This assumes your website structure has already been set up, or you’re using a blogging platform or CMS that helps you to model your content.
3. ⏳ Set a Blogging Cadence and Calendar
I have been advised that you should post at minimum, once per week, increasing the frequency of your posts depending on your availability or the availability of your content teams. To begin building out a backlog of content, I have been personally working towards having at least 3 weeks of content finalized before the target release date for a post. This gives me enough time to think about the long-term picture and goals for the blog itself.
Additionally, I’ve been spending more time on guest posts, which will improve the domain authority of my site, drive traffic, and increase engagement for new and existing customers.
4. 📡 Marketing and Outreach
What are your strategies for reaching and engaging your target audience? During this phase of the process, this is the most important question to ask.
Is your intention to bifurcate your content efforts between internal posts and external guest posts to improve your domain authority? Will you be sharing your content through any other channels? Additionally, consider implementing an email form on your blog to capture and build an email list that can be used to potentially target your customers in the future. With tools such as Convert Kit and MailChimp, this can be easily accomplished with minimal code or knowledge of web development.
Social media marketing falls into this category, and in recent years has been considered a crucial aspect of the content marketing flow in order to reach the largest audience. For the average internet user in the US, social media is now their primary method of querying the internet for information. Your experience should be optimized to account for the search intent of your audience.
As part of my marketing and customer acquisition strategy in 2023, I plan to improve LinkedIn, Instagram, and Guest Posting, which represent my primary focus areas for the marketing and customer acquisition bucket. As well as researching, testing, and exploring other channels - I also plan to define a set cadence and calendar to deliver against, in order to maintain quality and consistency.
5.🔬 SEO and Analytics
Among the ways in which you can optimize your site for SEO are optimizing for page speed, optimizing for core web vitals, keyword optimization, mobile-first indexing, mobile usability, accessibility, software best practices, metadata, and anchor text.
Furthermore, specifying which pages should be indexed using the Robots.TXT file, which is now deprecated in favor of the Robots meta tag, but other search engines will presumably continue to use it.
And lastly, structured data implementation and site security should be considered when optimizing a site for SEO. In addition, I have developed a habit of monitoring changes in search engine algorithm updates and user behavior in order to better understand how to optimize content for better organic search and search results. To achieve this, you can follow the work of bloggers who produce SEO educational content, such as Niche Pursuit’s blog, podcast, and YouTube channel.
6. 🛳️ Ship It!
This is the stage of the process when you deploy your blog through your hosting provider or press the publish button from your blogging platforms of choice, such as HashNode or Medium. Once your blog is live, it’s time to begin working towards building out your backlog of content to get ahead of your content calendar if you haven’t already. Again, this has been my primary goal, to have multiple finalized posts that are ready to be published weeks before thier scheduled release date, but I have fallen short and will continue to work to get ahead of my schedule.
7. 💻 Iterate
In this stage of the process, your blog is live and you have delivered on your blogging schedule continuously. Get into the habit of thinking about the product as a living organism that needs to adapt or face extinction.
This may include improved performance of your site by optimizing core web vitals or testing out new content management systems (CMS) to see which delivers the best content reading experience for your end users, editors, writers, etc, migrating to a new tech stack, or taking the opportunity to re-think your content model or content strategy, the possibilities are endless, so don’t be afraid to explore new ways to improve both the product and content.
Keeping an eye on your blog’s analytics is also important. Identify what content is engaging your readership and what isn’t by tracking your website traffic and analyzing the data. By optimizing your future posts, you’ll ensure you’re providing value to your blog audience. To build relationships and possibly collaborate on content, you should also consider reaching out to other bloggers in your niche.
Scaling a blog takes time, I have been told. You need to consistently publish better, more SEO-optimized content, and you shouldn’t expect much organic traffic for the first year of your new domain being online, and refine your marketing and content marketing efforts through guest posts and social media, as well as each of the unique ways to build and grow your audience.
By following the successful practices of those that have gone before me, I am striving to emulate their success. I’ve learned a great deal about successful practices by listening to the Niche Pursuits podcast, as I pointed out earlier in this post, which has become my bible.
🔬 SEO and Behavioral Analytics tools for blogs - My current SEO and Analytics tech-stack
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| On-page SEO insights for this post using Detailed SEO Google Chrome extension |
Clarity is a free behavioral analytics tool with a rich set of features from article-based content insights to session recordings to better understand how users interact with your website and content. As well as device segmentation, Browser segmentation. Javascript errors, Referrers, engagement measured as active time, Pages per session, geographic insights, and much more.
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| ✰ Gain a better understanding of how users are interacting with your content, both as an aggregate, or based on individual posts/articles - View the # of sessions with article page-views, based on the chosen date-range ; What are the common article-based behaviors of your readers?: Are they casual, serious, or once and done readers? |
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| ✰ Detailed insight regarding your users’/readers’ behavior, either per post or as an aggregate - Do your viewers’/readers’ engage with your content? – Did they abandon at the headline? – As well as reading behavior: engagement-based device segmentation measured as an odds likelihood ratio, statistic, (Users are ~ 44.7X more likely to engage with the article when using macOS or IOS, for example |
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| ✰ The Heatmaps feature allows you to gain actionable insights into how your readership or users are interacting with either your product, or individual posts–Identify flaws in your content model or page design, and optmize accordingly - You also have access to session recordings to see the entire customer jorney from the moment they land on your home-page, and view a post, for the example of a blog post |
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| Source: Microsoft Clarity |
| ✰ As a final feature of Clarity, I will emphasize the ability to connect and view Google Analytics data from the Clarity dashboard, making it a powerful behavioral analytics tool for product teams, bloggers, and businesses alike, and I anticipate that companies will continue to incorporate the free tool into their analytics stacks |
⚔️ Blogging Platform for Developers & Blogging Platform for Businesses
You can choose from a variety of blogging engines depending on your specific needs and preferences. The purpose of this section will be to review the history, advantages, and disadvantages of each platform, as well as to evaluate some of their unique features and the technologies used to build them, as well as some additional business metrics to better understand their popularity and market penetration as well as the total size of their audience.
The PHP-based and MySQL-based WordPress blogging platform is used by millions of websites around the world, making up 40% of all websites, and representing 64.2% of the blogging engine market in 2021.
Their mission statement reads: “We make software that is accessible, high-performing, secure, and easy to use”. They believe in open-source freedom and the democratization of publishing.
Two developers forked b2/cafelog to create a well-architected platform for personal publishing during the boom years of internet 2.0. Plugins for WordPress can solve a variety of business problems due to their widespread adoption and rich ecosystem support: design, development, SEO, email marketing, user authentication, etc.
As I recently discussed in my SSG blog post, WordPress is what people know and is incredibly easy to use. Since JAMstack software architecture and headless CMS (content management systems) have recently gained popularity, WordPress can also be utilized headless to adhere to JAMstack.
The inflexibility, performance, and security issues of WordPress have made it less popular among technical bloggers and software developers. In the next year and beyond, WordPress will remain a popular choice for bloggers and businesses alike and may be the best option for you as a happy medium between building your own blogging engine and using a blogging platform like Medium.
It can cost anywhere from $200 - $1,000 USD to launch your WordPress site, purchase the domain, choose your hosting provider, and install all of the required plugins. WordPress costs anywhere from $25 per year for a single user to $299 per year for an unlimited team of up to 25 users.
Ghost is a modern and open-source blogging platform built using React, Alpine.JS, and Node.JS, as well as Hugo SSG. In addition to offering full-service blogging front end and back end, Ghost can also be used as a headless CMS. By using a headless CMS, you can use Ghost to manage your content while designing the front end of your website with your tech stack of choice.
Ghost makes it easy for content creators and publishers to launch and publish blogs in minutes without software development skills or knowledge, with adoption among content creators and bloggers, among other user groups that publish content, slowly increasing over the past few years, capturing market share from Medium and WordPress.
An alternative to WordPress that reflects modern software development trends. Fully themeable, easily customizable, and SEO-optimized for both technical and non-technical users. In terms of SMBs and individual bloggers who want to prioritize their content over developing their own proprietary blogging platform, Ghost is a great option.
Various subscription options are available, ranging from $9 per month for a staff of 1 with fewer than 500 users to $199 per month for a customer base of 10,000 or more and multi-team members. For teams with more than 380,000 MAUs, pricing can be upwards of $2,00 per month. Additionally, Ghost offers a free trial period.
Jekyll is a Ruby-based static-site generator (SSG) designed specifically to create blog-aware static sites. Jekyll was launched by Tom Preston-Werner, the founder of GitHub, in 2008, and powered the engine behind GitHub Pages - the launch of Jekyll triggered the JAMstack revolution as well as the static site generator (SSG) movement.
The contents of a blog post are written in markup languages, such as Markdown and HTML, and then compiled into HTML pages that are served by a server: Apache, NGINX, etc. In place of a database, JSON, YAML, CSV, and TSV files are loaded directly from the source file system.
In the absence of a dedicated team, creating and managing a website can seem daunting. But fear not! It does, however, have an excellent community support system, an ecosystem of themes and boilerplates, as well as gem-based plugins for SEO and internationalization(i18n), among many other plugins that reduce development complexity and decrease time-to-market.
The popularity of simple blogging engines such as Ghost and Eleventy has decreased Jekyll’s adoption in recent years, but as we have reviewed, it can still be a good choice for web developers and designers familiar with Ruby on Rails or the Ruby programming language. Additionally, DHH, the founder of the Ruby on Rails framework, formed the Rails Foundation to help reacquire churned Rails developers, many of whom are now using one of the JS frameworks as their default web development framework, including React.
To achieve their goals, the Rails Foundation will be apportioning resources to new educational content, guides, local events, and updated community websites, among other marketing strategies. As a result of the increased attention in the Rails community, Jekyll may see a renaissance in popularity in the coming years, but I do believe it’s less likely. My hope is that an entirely new pure-ruby SSG comes online to replace it.
V0.5 of EconomyBlocked was built using Jekyll, but I’m working on V1, which will move away from Jekyll. However, I plan to continue publishing similar content on the site, but changing the name and domain of the site and will focus on publishing tech content for a wider audience.
Over the last few years, Static Site Generators (SSGs) have gained traction as an alternative to traditional, dynamic websites, with Hugo emerging as a popular choice among developers and teams. The Hugo SSG is built using the Go programming language, renowned for its speed, reliability, and hasty build times.
With Hugo, you can create static websites without relying on complex back-end infrastructure or databases, with both content and code contained within the same code base. It’s not only useful for blogs and documentation, but also for business landing pages, FAQs, and more. Indeed, during research for this post, I discovered that even major companies such as Ghost have adopted it for either their development docs or FAQ page after inspecting their home page through the dev console.
Hugo is a great choice for both bloggers and businesses alike, due to its speed, flexibility, and support for themes and plugins. Additionally, you can use Hugo when you need to quickly create prototypes, which can reduce time to market and costs.
Kyle Mathews created Gasby in 2015 as a modern JavaScript-based static site generator. GraphQL and React are the two main technologies used to develop this framework, as well as their integrated data layer, image CDN, hosting, and edge network – Gatsby is primarily used for developing static websites and complex web applications of varying levels of scope and complexity.
In their messaging, they claim to be, “the fastest frontend for the Headless web”, and offer a robust set of tools and plugins to get your project up and running with haste.
Many organizations and technical teams use Gasby.JS, including Microsoft, Facebook, and Google. It is also used by a large number of independent developers and startups. Due to its ease of use, performance, and scalability, as well as its data layer, it is uniquely suited for the headless web and for developers with prior experience with React and GraphQL.
For technical bloggers and businesses with engineering resources who have experience developing with React, Gatsby can help you build a feature-rich blog experience across the web and mobile devices, as well as personalized or targeted content experiences for your users.
Eleventy is built on NodeJS and shares many of Jekyll’s advantages. Zach Leatherman founded Eleventy in 2017 as a result of increased demand for both SSGs and JAMstack architecture. Many technical bloggers have migrated their blogs to Eleventy because of its simplicity and improved developer experience (DX).
With Eleventy, you can leverage React component-based development flows and eliminate unwarranted templating engine dependencies, which is one of the key value propositions. A rich ecosystem of templates, plugins, educational content, and community support is available with Eleventy, much like with Jekyll.
Also, Eleventy works with multiple templating engines, which makes it easier for developers to migrate content and content models to Eleventy from other frameworks, a major pain point for developers. Migrating from Jekyll SSG to Eleventy, there’s no need to rebuild your content model, for example. Eleventy is compatible with Liquid, Markdown, Handlebars, Haml, Pug, Nunjucks, EJS, Javascript Template Literals (ES2015), and the list goes on.
As a result of removing unwarranted complexity from the Eleventy framework, you can design and develop a blog faster, launch sooner, and be confident that if you run into a critical problem, a member of the community can assist you.
With roughly ~ 150 million MAUs (Per my analysis on 12-10-2022), Medium is a popular platform for publishing content online for both businesses and individual bloggers. Launched in 2012 by X Twitter CEO Evan Williams. The backend was built with Node.JS, and the front end was built using a proprietary javascript framework. Medium received investments from a number of investors, including Mark Cuban, Reid Hoffman, and Alexis Ohanian.
As of 12-22, of the ~150 million, roughly, MAUs across all categories, the largest target audience among Medium users is the politics and current affairs ~25 million, business ~19 million, health and wellness ~17 million, and technology ~16 million. The remaining categories are all below ~ 10 million MAUs. Recently, the front page has primarily featured stories about Politics, Mental Health, Coding, Web Development, Sexual Health, Business & Investment, and Money & Finances
By using Medium, bloggers, and businesses can easily publish content, build a following, and attract/ activate more readers or users to their website, product, or service, all while saving time and effort around building a site or app from scratch.
This alone is a significant advantage for businesses that are more focused on growing their core product or service while growing their online presence via content marketing efforts, rather than spending time building a blogging engine from scratch or using a framework that requires more upfront time and energy to deploy.
Let’s say I’m a tech startup, I may prefer to have my engineering and technical talent focused on improving the core product, not building out a blog.
So in that case, Medium would be a good fit for early-stage companies, or simply companies that would prefer to focus on building their core product and leaving the development of the blogging engine to a 3rd party, thereby benefiting from the internal efforts of Medium to improve the experience of the Medium product itself, for each user group: The Writers, and readers consuming content…
For businesses and individuals, Medium has a free tier, as well as the option to pay $5/month per month or $50 per year (USD) - Medium also offers a profit share agreement for writers based on the revenue your content generates, which is a major value-add to writers who want to start publishing their content through the platform.
A newer blogging platform, HashNode, targets tech writers and readers, which make up a significant portion of the blogging community. Software developers must constantly learn new technologies, frameworks, etc., to remain relevant. React, Next, Node, and TailWind CSS make up HasNode’s modern tech stack.
Computers, Electronics, and Technology are the most popular category among Hasnnode users, reaching roughly ~500k - 600k monthly active users across geographical regions, but mainly in India.
HashNode has some of the following key features: a distraction-free Markdown editor, automatic GitHub backups every time you publish content to your blog, a backup of the post sent to your private GitHub repository as a redundant, and custom domains that auto-renew SSL certificates.
HasNode, sharing similar benefits to Medium, offers a unique value proposition to individuals or businesses who would prefer to leave blogging engine development up to a third party, allowing rapid time to market for their content while keeping your engineering and development teams focused on their core product or business.
🌎 Conclusion
Since the beginning of Internet 2.0, content-based business models have been at the center of marketing, and they will be an integral part of reaching your target audience and customer base for years to come. This post is designed to help you or your team achieve your goals, whether you’re just thinking about starting a blog, or have already launched one, but haven’t defined content and business strategies for it.
In order to better understand why your company needs a blog as part of its overall content strategy, we examined why businesses launch blogs, followed by three major themes: a blog business plan guide that can also help with content strategies, SEO, and behavioral analytics tools that can be used to make actionable decisions, as well as blogging platforms, engines, and frameworks for building a blog or migrating an existing blog.
If there are no drastic changes in the market, blogging will remain one of the most relevant and essential components of a modern content strategy. Keeping users engaged and retained will only become more difficult as users continue to consume video and audio content as their primary content mediums.
If you have a strong product or service behind your blog or a way to differentiate the delivery of your content, and if you are doing the right things, identifying challenges and opportunities, and iterating or pivoting, accordingly, chances are you will develop a strong readership and acquire users for many years to come.
Family, stay strong and persistent through these wild times. Society is constantly evolving. I intend to continue learning and building and acquiring new skills and knowledge along the way.
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