Blogs Today Are Like News Sites
I produce a blog for the Society of Women Engineers (SWE) called All Together. As the homepage states, it’s a blog about SWE members, engineering, technology, and other STEM-related topics. It’s up-to-date information and news about the Society and how its members are making a difference every day. You’ll find articles, videos, and podcasts under a variety of categories: Advocacy, Diversity & Inclusion, Member News, Outreach, Professional Development, SWE Magazine, and more.
Blogs vs. Websites
When I show people the blog or ask them to write an article for it, they often say it looks like a website. In fact, it is. As Robinson Meyer notes in the 2015 article “What Blogging Has Become” in The Atlantic, blogs in the past were a list of posts in reverse chronological order written by a single author. Today, blogs look like Medium, Tech Crunch, and Mashable. They have headlines, photos, and sections. They often appear the same as news sites, which many blogs have become. Huffington Post and BuzzFeed come to mind. Meyer also discusses how social media channels such as Facebook and Twitter have changed the online environment, driving traffic to today’s blogs.
Blogs and Social Media
Every post on All Together is shared on SWE’s social media channels which include Facebook, Twitter, LinkedIn, Instagram, and Snapchat. Each article page also has social media sharing buttons to make it easy for readers to share the content with their friends and colleagues. This strategy seems to be working. I just checked Google Analytics for the latest data on how All Together is performing. So far in 2018, it’s had more than 100,000 visitors. That’s a great statistic considering the total number of readers last year was about 65,000. The bar chart below shows how All Together’s readership has increased since it was launched in 2015.
When recruiting contributors to submit content for All Together, I send them a document describing the basics for writing a blog post. It calls for a blog to be at least 300 words for search engine optimization, and it should have subheadings and photos. Every blog should also have links to websites and embedded video or social media posts. This post follows all of those rules.
In Dylan Kissane’s 2016 DOZ article the 5 Most Important Trends in Blogging for 2016, number one is that bloggers are often now known as influencers. Number two is that size matters. The article cites a survey from Orbit Media Studios that found the average length of a blog post in 2015 was 900 words. Number three is the comments section is disappearing. Four is great graphics are needed. Visual rhetoric is just as important as text. Finally, number five is that engagement rates are more important than visitors and page views. It’s a measurement of how much readers engage with the content in the form of not only views but also shares, likes, and clicks. Fortunately for All Together, the average time readers spend on a page is almost two minutes.