When Blogging Just Isn’t Enough

The pace of doing business on the Internet is faster than any other industry in any part of the world. You can just sit on what you think is a “winning formula” and assume that it’ll keep raking in the riches for years to come. Google’s algorithm changes. Facebook’s algorithm changes. How people use the Internet changes. What people use to access and interact with the web changes.

What could be a tremendously successful “winning formula” today could be rendered obsolete tomorrow. You could even be harshly punished for continuing to do as you do, completely reversing your fortunes overnight. And one of the oldest surviving mantras of making money online is certainly starting to show its age.

The Content Marketer

For as long as I can remember, “content marketing” has been utilized in some form or another as a means of boosting your online business. The main goal with traditional content marketing is to increase traffic to your website and, through that, you presumably have some system in place in order to profit. Maybe you can ask for more in advertising revenue. Maybe you can increase the commission you earn through affiliate marketing or by selling your own product. It didn’t really matter. The name of the game was to drive more eyeballs to your site.

While you can make money online without your own website, the default business model dictates that you do have your own website as the primary base of operations. It’s where all your social media profiles lead. It’s the link you provide when you write a guest article for another site.

Maintaining a blog that is updated regularly and frequently was and still is in your best interest. Google loves fresh content, so a blog is great for SEO. And new content gives you more legitimate “excuses” to promote your site on social media and other platforms. It drives traffic. But it’s no longer enough.

A Decentralized Strategy


An infographic posted on Hubspot illustrates what they’re calling “decentralized content marketing.” In effect, what this means is that your content marketing strategy needs to extend far beyond your own website. It needs to go far beyond the central base of operations. It needs to reach out to where your audience already is.

Marketers are still heavily working on a lot of the same kinds of projects, like growing SEO and creating blog content, with the same kinds of objectives, like converting leads into customers and growing traffic to the website. However, marketers need to recognize that actual Internet usage doesn’t really reflect that.

Too Long, Didn’t Read

Blogging is still important and valuable, to be sure, but some 43% of people polled said that they’ll only skim through blog posts with just 29% indicating that they’ll read through the whole thing. People just don’t have to the time to read each and every word that you write. There’s a good chance you’re skimming this blog post too and I don’t blame you.

But if Internet users are just skimming through your posts, what can you do to really grab their attention? What can you do to better convert them from casual readers to paying customers?


Based on the survey conducted, the two types of content that people are most likely to consumer thoroughly are videos (like vlogging your snorkeling trip) and social media posts. When you start posting videos on YouTube, Twitter, Facebook and Instagram, you essentially tick both of those boxes. Think about how you use the web yourself and you’ll intuitively recognize that this trend is growing.

You might skim through long-form content like white papers and e-books (like 41% of those asked) and this doesn’t discount the value of such content. However, if you want to increase your chances of someone actually consuming (close to) the entirety of what you produce, you may want to shift some of your focus to videos, social media posts and, to a lesser extent, news articles and research content. You may want to extend your content marketing to platforms like Medium too, as well as podcasts and messaging apps.

Driving Traffic?

By now, you’ve likely noticed that John himself has integrated this strategy into his own content creation schedule. In addition to the regular blogging here, you’ll notice just how active he is on social media and how frequently he uploads an episode of Driving with John Chow. People are more likely to watch one of those videos than they are to read through a blog post beginning to end.

People may not come to your website nearly as often anymore, because they’d rather watch your videos on YouTube and Facebook, skim through your posts on Instagram, and listen to your podcast through iTunes. So you need to leverage these “decentralized” options just as much as you would your own site.

Vary your content and its distribution, build your brand everywhere, and establish a stronger relationship with your friends, followers, prospects and customers no matter where they are on the web.

Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!

9 thoughts on “When Blogging Just Isn’t Enough”

  1. Hi Michael,

    Huge fan of leveraging here. I create tons of content through my blog, guest posts, Facebook Live videos, Periscope videos, podcasts and YouTube videos because I know folks dig getting their content fix across multiple channels. Toss in my eBooks and courses and audio books and you have 3 more channels – all premium – through which I can reach people. Some folks will find you on Facebook, others on Amazon.

    Thanks for giving me a nudge to create another YouTube video 😉


  2. This is a bitter truth that nobody wants to read your article unless and until he/she could not found anything attractive to their eyes and yes videos and social networking site’s posts are the best eye catching materials for the readers.

  3. Manish Kumar says:

    Hi Michael Kwan,

    Nice Post!

    Obviously, technology is changing everyday. One needs to adapt the new one in order to keep going. A Decentralized content marketing Strategy is certainly going to work.

    It’s true that videos and social media posts grab the user’s attention, data shared by you reveals this. Thanks for your fruitful tips.

    I will tweet your post.

    Thanks a lot for sharing.

  4. Ken says:

    I try to use bullet points and Benefits of the product, so those skimming still get a gist of my content, and hopefully still buy the product.

  5. Navin Rai says:

    Hi Michael,
    Yeah its true we can share blog everywhere we can, which result more people can engage.
    I like your idea mentioned on the blog. Thanks for sharing this blog.

  6. Rakesh says:

    Really positive view, blogging is not enough, I also tried many things, but still searching even more. Thanks

  7. Susan Velez says:

    Hi Michael,

    Great post and it’s kind of scary to see that only 29% of people like to read blogs. I still find myself reading blogs, but like you said, I do a lot of skimming.

    As a blogger, it’s important to be everywhere. I’ve started doing guest posting and work on my YouTube channel. I am also active with social media.

    It’s hard to be everywhere, but if you want to get your products seen, you have no choice but to learn how to do it. Of course you can choose to outsource the things that you want.

    The important thing is that you need to get off your blog and start focusing on other methods to get people in front of your content.

    Thanks for sharing this, have a great day 🙂


  8. Soulforstyle says:

    Very nice post, you showing right purpose of blogging how we can do blogging.

  9. Hello Michael,

    Driving traffic to a blog is really a challenging part for newbie bloggers. Guest posting, blog commenting is really a great to increase the traffic of your blog and its also help you to connect with like minded bloggers as well. Creating quality content is very important if anyone wants to get success with blogging. Great Post, keep sharing more with us.

    Have a great day 🙂

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