The author, Paulo A. José, compares the mechanisms of online marketing versus content marketing and cites several reasons that he believes speak against blogging and SoMe posts.
However, this article, which was praised by thousands of readers shortly after its publication, is missing some important aspects, namely the nature and real benefits of content marketing. In this article, we would like to point out these missing aspects and explain why a blog and content marketing in general can be a valuable investment for many companies.
A blog is a lifelong job with no guarantee of results
Paulo writes: “Attracting traffic from search engines is the main benefit that blogs offer to the person who owns them. […] They start a blog, write articles and do SEO for it, but search engines ignore them for the first six months.”
It’s true that SEO results take time.
But this is precisely where an often overlooked advantage lies: continuous learning. When writing articles, people reflect on their own work processes, learn new aspects of their field and improve their skills. This learning leads to improved operational efficiency and innovative strength within the company.
Blogging is expensive
Paulo writes: “Let’s estimate on our knees how much it will cost to run an ordinary blog for 1 year […] That’s $14,000 a year.”
Yes, running a blog can be expensive.
But the investment is worth it when you consider the long-term benefits. Writing articles forces employees to deal intensively with their specialist area. They have to research, educate themselves and follow current trends. This not only keeps the company up to date, but also allows it to react more quickly to changes in the market.
Finding good authors is a never-ending search
Paulo notes: “It will be very difficult to find a suitable author. […] Good authors who regularly deliver high-quality material are worth their weight in gold.”
Finding good authors is undoubtedly a challenge.
But by continuously creating content, companies can promote and develop internal talent. Employees who write regularly not only improve their own skills, but also contribute to the company’s knowledge culture. They become experts in their field and thus increase the collective competence of the team.
Complex performance measurement
Paulo criticizes: “The blog will not have such statistics. […] It would be nice if every company with a blog had these analyses – but this is an expensive, large-scale project that few people dare to undertake.”
It is true that measuring the success of a blog can be complex.
But instead of just looking at direct leads, the value of a blog should also be seen in internal training and process improvement. A blog can serve as a platform for the exchange of knowledge, strengthen internal communication and promote collaboration within the team.
Only a few people need systematic content marketing
Paulo claims: “All these regular publications of high-quality content […] don’t make much sense for many companies.”
This may be true for highly specialized companies.
But for many other companies, content marketing is the key to success. It helps to establish the brand as an authority in the industry, generate long-term organic traffic and gain the trust of customers. It also promotes a culture of continuous learning and development within the company.
Online marketing versus content marketing – Conclusion
It needs both. Almost always. While Paulo A. José raises valid points about the challenges of blogging, it’s equally important to recognize the profound internal benefits. A well-managed blog will not only contribute massively to SEO and lead generation, but will also promote continuous learning and process optimization within a company. By regularly writing articles, employees reflect on their work, learn and improve internal processes. This leads to a more sustainable and innovative corporate culture.
