As pointed out by several marketing and communication bloggers during the past year, the trend of replacing “static” websites with “dynamic” blogs has begun. And, one of the best-known ad agencies in the country is already on board. The move makes sense for several reasons, as we’ll discuss below. But first, are blogs really replacing websites?

The look and feel of blogs has changed significantly since their introduction. You’ll notice static “web style” pages on almost every blog you visit. When taking a closer look, it becomes clear blogs are not, in essence, replacing websites. They are “merging” and the result is a full-functioning communication tool – a better mousetrap if you will. Whether you consider your blog a “tab” on your website or your website a “tab” on your blog – let’s face it, aren’t they becoming one in the same?

What’s driving the merger? One driving force is simplicity; another is the recent proliferation and success of organized Word of Mouth (WOM) marketing campaigns. WOM via social media is red hot and adding a blog to your web presence is a mandatory step when launching a campaign.

Blog Benefits

  1. Static web pages quickly become stale. Blogs are dynamic and remain fresh.
  2. Blog software is inexpensive or free, user friendly, and software update costs are minimal.
  3. Contact information, portfolios, and similar “web style pages” are easily incorporated into blogs
  4. Blog conversations build relationships with your clients and prospects
  5. Potential clients get to know how you think, as well as learn how well you communicate and write.
  6. The numerous links in blogs are favored by search engines such as Google and Technorati
  7. When professionally maintained, blogs are excellent word of mouth (WOM) marketing tools

Challenges Remain

  1. It is time consuming to post relevant and compelling content daily and respond to comments
  2. Time spent blogging takes away from billable time for service professionals
  3. Overworked and under budgeted marketing departments lack the resources to staff blog projects
  4. Blog management plans must be prepared, and marketing budgets modified and approved (i.e., reallocation of website expenses to blog development and staffing)
  5. Blogs still have somewhat of a “wild west” reputation and they are not considered mainstream by most – although the trend has started, we’re not there yet.
  6. Corporations are slow to change. Replacing a corporate website with a blog is a difficult concept for marketing managers to sell management.