Is Blogging Dead? 7 New Ways to Grow a Content-Based Brand in 2022

Is blogging dead in the water?

Or is it alive and well?

Remember way back in the day (before the 2020s) when “blogging” felt so simple and casual?

Ahhh… yes, I can picture it now:

“Bloggers” were just simply journaling their thoughts online for anyone who found them.

Random photos were inserted into chunky articles that started with, “Sorry I haven’t posted in a while…”

…and Disney even casually produced a THREE-season TV show called Dog with a Blog.

(Wait… is the dog from Dog with a Blog dead by now? Nope, not thinking about that. 🙈)

Fast-forward to today’s very different internet landscape where we see once unassuming bloggers turned into millionaire entrepreneurs and top content marketers.

Work-from-home parents, experienced service providers, and creative thinkers in general have started flooding online to build something for themselves that claims their stake in the booming $400B content marketing industry.

These modern-day entrepreneurs are proving one successful business at a time that “blogging” will continue growing more powerful than ever.

Because blogging is all around us.

…It just might not look the way you think it does.

So, let’s break it all down, so we can see where blogging is headed (and if we should tap into it to build a successful business in 2022 and beyond).

is blogging dead

Why Blogging Is More Alive Than Ever (And Growing)

I can totally see how the myth that blogging is dead got started.

A few years back, a HubSpot study found 40% of all people never read a single blog.

40% of people don't read blogs

Source: HubSpot

Then, total marketing pandemonium ensued. (Not quite… but that headline-grabbing stat made some people panic at the thought that blogging could be or will be dead.)

But before you throw your arms up and dump that domain you bought for your brilliant content-based business idea, know this about that study:

It found that 60% of people DO read blogs. 😍

So, why is blogging still relevant in 2022?

Because if you dig a little bit deeper, you’ll discover 80% of all online traffic interacts with a blog in some way. It’s an oil well of growing internet users and hungry leads looking for your unique services to help solve their unique problems — which means the potential to “make money blogging” is bigger now than ever before.

Blogging hasn’t died — it’s simply evolved into something bigger than itself.

It’s part of a bigger picture, one called content marketing. (This is what has replaced “blogging” in a figurative, more descriptive sense, while the act of blogging remains much the same.)

In a REALLY simplified nutshell — your Google ranking is more often than not directly related to your marketing efforts. And the content marketing ROI on this is bonkers (spoiler: it’s super low cost and insanely effective long-term).

content marketing roi stats

Source: Demand Metric

And you’ll need to reframe your thinking about the point of blogging for revenue…

Because today, you won’t just make money from blogging.

You’ll be helping people by blogging.

And… some of those people will end up buying from you.

That’s how blogging works now. 🧑‍🤝‍🧑

So, don’t forget an important pillar of blogging for money is sharing knowledge and helping others. This people-first mindset is uber important to your blog’s success in the content marketing industry.

But with that big change, the ways to grow your blog have changed, too. Here’s how to adapt.

Is Blogging Dead? 7 NEW Ways to Grow a Content-Based Brand in 2022

What’s usually being referred to if you hear someone claim “blogging is dead” is personal blogging (not blogs written on websites to educate, inform, and sell to an audience.)

That’s the key difference in blogging today.

Blogs are no longer just sources of opinions, but rather islands of shared knowledge in the most specific of areas in a vast ocean of information. 🏝️

Niched down, specialized information at the world’s fingertips. (Tell me that’s not SO cool.)

Here are the new and exciting ways entrepreneurs are scaling their businesses and blogs online today.

1. Create a Content House

Social media is not a sustainable platform to build a business on.

It’s just a shiny, effective distraction from your owned real estate — your website. And it could be taken away in moments, at another company’s discretion.

instagram account disabled

This is why I teach my coaching students to create a website as their content house and primary blogging platform — and treat it as the place you send all external activities you do on other platforms (podcasting, YouTube videos, guest blogging, etc.) back to your home. (Quick note if you’re wondering if guest blogging is dead: It’s alive and thriving as well.)

I’m big on building your own platform because your blog will be the only thing you completely own and have control over. 🏠

As a savvy entrepreneur, let that soak in and help inform you about why prioritizing a brand home base on a great website you own is so much more important than focusing on social media.

Here’s an idea of what that looks like:

content house

(Social is important, but it’s not the end-all-be-all and it certainly isn’t smart to focus on for long-term business sustainability.)

Social media platforms come and go (Blab, Vine, etc.) — but a website (and its audience) is all yours, baby.

2. Establish a Content Strategy

Is blogging a dying trend? No… it’s the opposite — especially when you blog with a strategy.

Blogging with a strategy in mind (versus just jumping online and forcing yourself to blog when you’ve got the energy) is a pillar of the content trends of 2022 that are here to stay.

Because when blogging for money fails, it’s usually for these reasons:

  1. Your content is low-quality (anything less than excellent + helpful)
  2. You aren’t posting consistently
  3. You don’t have enough blogs on your site

You can teach yourself all of these details, like how often you SHOULD post on your blog, but make sure they’re data-backed versus just pulling random ideas off Google.

And once you know what to do, you have to plug it into a tangible content strategy — one that drives the execution of all your content PLUS business operations. 🚗

If you want to see how to do this with a sustainable business that brings in massive revenue, I go over the exact pathway in my free training. Watch it right here.

free class from content hacker choose your level cta

3. Build Creative AND Business Skills

You can be really good at the service you provide and not have any business skills.

Or, you can see the business side of blogging and content marketing really clearly and lack the basics of the creative skills needed to run a sustainable business online.

Among the most important ones, you need to know how to write copy for the web.

Even if you plan on hiring your own content writer, you need the ability to double-check they’re producing high-quality content: copy that keeps search engines happy, your email marketing converting, and your blog content solving problems for and building trust with your target audience (so important).

Once you’ve got all the basic entrepreneurial skills in your tool bag, you’ll 1.) Feel confident that you CAN learn these new skills to avoid blogging death and 2.) Jump right into learning the next one you need (like investing and expanding into video content 📹, covered shortly).

4. Delegate Content Production

Blogging IS dead… but only if you’re trying to produce it alone. Because here’s the thing — you can start a business on your own. But, you simply can’t scale it without hiring contractors to help you run it. 👷

Luckily, there are many affordable, expert contractors looking for work, who are excited to help you with your business. In the U.S. alone, there are over 59 million freelancers!

number of freelancers in the U.S.

Within this staggering number, there are TONS of good writers waiting to help you produce amazing content. Freelance writing for websites can be profitable and worthwhile, so it’s a win-win for you, too, because you can:

  1. Get consistent, drool-worthy posts written in your specific brand voice without you ever having to break a sweat
  2. Take your first step into building out your rock star team
  3. Delegate this “in the weeds” task and free yourself up to focus on strategy

I almost always recommend my students start building their team by hiring a content writer, but it doesn’t stop with a writer.

You can grow your contractor team to include help with:

  1. WordPress editing
  2. YouTube/podcast production
  3. Customer support
  4. Taxes

…and more.

Delegation is the key to being able to automate your business, keep your head above water, and your eyes on the ball (strategy/growth).

art of online writing

5. Record Video Content

Yay! Video production has made it on this “ways to grow your blog” list. 📷 But before you jump straight into getting in front of the camera, know that it’s not just about making money from YouTube. It’s all part of the bigger plan you’ll build into your content marketing strategy.

Did you know Google and YouTube are not-so-secret lovers? (Google bought YouTube in 2006.) There are many reasons to focus on video within your content strategy:

  1. You’ll add another channel to your marketing ecosystem by using YouTube, so you’ll reach more people
  2. Google loves to show YouTube videos at the top of search as well, so it’s important to SEO blogging for small businesses
  3. You’ll attract audiences who love to consume visual streaming content
  4.  You’ll build trust and brand authenticity by being on video, letting people get to know the real, wonderful you

And once you learn how to make YouTube videos for your content, you’ll have MORE omnichannel content to help your readers. For instance, you can embed a related video into your blog content to help answer any possible questions on your reader’s mind.

6. Self-Publish a Book

One of my friends was just telling me she recently bought a baby food cookbook on Amazon. A few months into using it, she noticed she recognized the author’s name as one of the parenting content creators she already follows on Instagram. She excitedly went to her Instagram bio, ended up back at that entrepreneur’s website (a.k.a. content house), and engaged with her content — then she happily jumped on the author’s email list when she saw the call-to-action to do so.

Boom. 💥

See what happened there? This story is important because it shows how self-publishing books:

  • Grows brand awareness around your name
  • Can bring you new, highly qualified leads
  • Is a phenomenal investment

Authoring six books has been part of my journey from freelance writer to thriving business creator. On top of the many book readers who turn into leads, I’ve made $20k+ in royalties. It’s all part of what has helped fuel my $1M+ successful agency exit and the launch of my business coaching system.

I highly recommend you (yes, YOU!) publish your own book. I’ve even put together a guide to promoting your self-published book for when you’re ready. 📚

Want to see my detailed step-by-step process? In Phase 4 of The Content Transformation System, students access an exact pathway to the entire book creation and publishing process — from nailing your publishing timeline, to using a ghostwriter, and even how to get a great cover designed.

phase 4 of cts

If you’re trying to create and grow a sustainable brand based in content, don’t limit your thinking by believing books aren’t content. They’re an incredibly powerful piece to scaling. ⚡

seo course

7. Produce a Podcast

Are blogs still profitable in the world of million-listener podcasts?

Abso-freakin’-lutely.

Semrush found that blogs are not only the most popular content type being produced, but the number of businesses creating them increased from 86% to 92% from 2019 to 2022.

most popular content types to produce

And podcasts are growing, too (they jumped from 11% to 13% in the same timeframe). So there’s never been a better time to start a podcast and build that all-important brand trust by letting your audience hear your voice. 🔊

BUT, you have to make sure you’ve built your content house (from step #1) before you start podcasting. That way, you can send all your excited new listeners down a path within your ecosystem that leads to your website (regardless of which channel they came from, this is where they end up).

For example, check out the individual episode descriptions in my podcast on Spotify, Apple Music, and Stitcher. Regardless of the platform, you’ll find a link to my content house.

example of road leading to content house

Growing an audience on other platforms is great, but making sure people can find their way home to your website is key. 🔑

Learn How to Start a Content Business, Not Just a Blog

So, what do you think? Does blogging have a future, or is blogging dead?

I’ve seen the data and believe blogging as we know it is only getting started.

Starting a blog in today’s world means you’re creating content while also building a business presence online. Not only is helping people by sharing your knowledge rewarding, but content marketing is also an incredibly lucrative field with lots of room for growth.

Want in? We’ll show you the creative skills you need (like what killer long-form blog posts look like, as well as how to write for social media). But most importantly — I’ll give you the business skills to tie it all together and make it profitable.

This is the proven process I used to create multiple million-dollar-generating businesses online. The exact skills, strategies, and systems to grow to six and seven figures — without blogging until your eyes fall out.

If you want to finally get clarity and learn how to start or scale a passion-fueled business based in content that leads to massive revenue and frees your time to step away, you need The Content Transformation System.

If you’ve had your eye on blogging and have an idea for a passion-fueled business, book a free strategy call to run it by us, and let’s chat and see how we can help you make it happen.

Completely new here? Start with our choose-your-level free training – customized for just-starting solopreneurs, and industry executives/marketers.

free class for entrepreneurs

About Julia McCoy

Julia McCoy is an entrepreneur, 6x author, and a leading strategist around creating exceptional content and brand presence that lasts online. At 19 years old, in 2011, she used her last $75 to build a 7-figure agency, Express Writers, which she grew to $5M and sold ten years later. In the 2020s, she's devoted to running The Content Hacker, where she teaches creative entrepreneurs the strategy, skills, and systems they need to build a self-sustaining business, so they are finally freed up to create lasting legacy and generational impact.