For someone interested in marketing, I’m appallingly bad at marketing myself. I ran into an old friend recently and was intrigued by his ability to inform me of his goings-on with CV-like precision. Meanwhile I was left stammering my usual self-deprecating nonsense before asking for more information about his fun life abroad.
My limited branding skills go further than one-on-one conversations though (in fact one-on-one is normally where I thrive). I’m incapable of marketing this blog through the usual social media channels with the majority of readers finding me the organic way: Google search.
It seems ridiculous that I can’t bask in the spoils of hard work seeing that I work pretty hard on each post. And unfortunately, the Internet is only getting smaller – while seeming infinitely larger – meaning timid bloggers like myself are increasingly becoming marginalised on the web.
A recent Nielsen report highlighted last year’s mobile internet usage with some 89% of online browsing taking place through apps rather than the web. Women – presumably my target audience – also spend more time logged into mobile apps than their male counterparts do. Essentially, apps are splintering the web and preventing mobile-heavy users from finding non-Facebook highlighted stories; terrible news for a timorous writer like myself.
When blogging became mainstream five or six years ago, it was lauded as organic and unique. This view has since turned sour with street style blogs increasingly reflecting the mainstream media values they were thought to shun.
Increasingly, blogging has become more about self-branding than it has quality content. And in an age where Facebook reigns supreme, only the best brands will stand out and succeed against the company’s user data-driven model and targeted ads.
As they say, blessed are the meek, for they shall inherit the earth. Just not the Internet.