Is blogging still worth it in 2024? Our debut report which analyzes communication, PR and digital media trends within 100 of the leading brands in Kenya uncovered a lot of interesting insights. The report, which covers four chapters – Social Media Content, Mainstream Media Coverage, Search Engine Optimization and Crisis Communication – dissects over 20 metrics. Analyzed data under each metric signifies an evolving communication landscape. Unlike other fields, where change is disruptive and loud, communication patterns tend to change silently. Thus, there is risk for businesses to lag behind, if they do not actively keep up with the changes.

One of the most interesting changes we picked through our data analysis was the transition from traditional blog post content to news content. Out of the 100 brands we analyzed (cutting across 14 industries), 63% were publishing news content on their websites. News content was the most common/leading type of content published on the websites followed by reports at 30% and impact stories at 22%. Blog posts have dropped in popularity as only 19% of the 100 brands were actively blogging. Some brands are publishing both news and blog content while others are exclusively focusing on news.

When it comes to the type of news content brands are publishing- the focus for most is on internal news. This is content they would ordinarily pitch to media outlets, hoping to get a mention or a feature. Popular internal news stories within these corporate brands include partnerships with other brands, recognitions and awards, new product launches or major company events. Government agencies are also publishing news about what key public figures holding high government offices said during events. In the case of a crisis, brands are also publishing press releases and public statements in the form of news on their websites. A few brands are publishing industry news.

Some of the news content acts as a guide for mainstream media outlets. As a result, company websites are turning into major sources of news for the media and other stakeholders. Though most of the news content published on organization’s websites may not be attracting as much visibility as news published by a media house, a few brands have worked had enough on their “owned media” to compete for ranking (of news content) with major media houses. In our analysis, about 10% of brands are publishing content that is competitive enough to rank high on search engines alongside other mainstream media features.

Though blog posts are still a powerful search engine optimization tool (as they offer opportunities to increase keyword density), several challenges have rocked this traditional SEO tool. For starters, the rise of social media as a leading source of information has rendered blog posts less relevant. In the past, blogs were popular sources of “how-to” tips, listicles, and other nuggets of wisdom. We all turned to websites for answers on everyday questions. But with the rise of content creators providing tips and hacks on a daily basis, blogs have lost their sparkle.

Artificial Intelligence (AI) has also diluted the relevance of blog posts. Producing an informative piece in 2024 takes just a few seconds with AI. With the rise of AI, the amount of content published on the internet is overwhelmingly high and some of the content is of lower quality than what eager readers got before AI. As it is with the principle of supply and demand, an oversupply in blog content has led to decreasing demand from readers. News content which is however, more unique, rare and in much less supply is gaining more popularity from readers.

As mentioned above, reports and in-depth publications also superseded blog posts, in terms of popularity. Brands are realizing that readers and stakeholders yearn for more value beyond tips. The witty ones are therefore going the extra mile to produce insightful and informative content in the form of report findings , white papers, journals and publications. These kind of well-research and extremely insightful publications play a big role in cementing a brand’s identity as a leader in the industry. When a brand has a reputation of putting time and effort into the content they release, clients, other brands and stakeholders begin to look up to the brand for direction.

But what does this shift, from blog posts to news and other types of rich content mean for search engine content? Should you ditch your blog page altogether? The reality is, search engine content and content marketing were in dire need of change, for a while. The excessive content was beginning to overwhelm consumers. But, blogging is still a relevant tool in search engine optimization. However, if you are going to draft blog posts, moving forward, ensure they are highly informative, authoritative and unique.

In addition, focus on diversifying the kind of content you are publishing on your company website. Owned media is a powerful branding tool and our report revealed that there are brands which do not rely on mainstream media to get conversations going. The kind of content they are publishing on their owned media platforms is competitive and consumer oriented. They are agenda setters and powerful sources of information. These brands are way ahead of the content marketing ladder and they are proof that things are going to change – from quantity to quality.

Brands are starting to invest more on own media and it is only wise to start strategizing on how to join the movement.

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