Blogging was once a popular social media outlet, but according to Holtz Communication, they’ve been hearing that the sentiment about blogs is declining. In their current blog (ironic), they discuss the importance of understanding that putting in a solid effort can still yield impressive results, and it’s an important outlet for brands to maintain.

The rational behind some agencies and companies ditching their blogs is that blogs just distribute noteworthy news but don’t contribute to the reputation of a brand. However, Holtz argues that often times, blogs can absolutely generate the most traffic to a site – and many blogs host the thought leaders in an industry.

They remind that good content is not easy! It’s hard work, but it’s worth it, because what you put into it is what you’ll get out. Not to mention, it can host things like white papers, webinars, etc. which re not best placed on social sites with content limits.

The article goes on to explain how to put in the right kind of focus and effort, ask the right questions, avoid shameless self-promotion, and ultimately reach to true social engagement.

@KirstenETaylor