The strategies and tactics employed by digital marketers are continually adapting to meet the demands of search engine algorithms. One intriguing trend that has emerged is the preference for linking to informative blog posts and whitepapers over traditional news stories.
In 2024, the internet hosts over 600 million blogs among a global total of 1.9 billion websites. These blogs encompass a diverse array of content, spanning from personal reflections to data-driven corporate material disseminated across various channels and niches.
The shift in linking behavior reflects a deeper understanding of how content quality, relevance, and depth contribute to SEO success.
The Rise of Informational Content
Search engines, particularly Google, have become increasingly sophisticated in discerning the quality and relevance of content.
While news stories provide timely updates on current events, informative blog posts and whitepapers offer a more in-depth exploration of topics. The content is often comprehensive, well-researched, and provide valuable insights that readers find useful over an extended period.
- Authority and Credibility
Blog posts and whitepapers are typically created with a focus on expertise and in-depth analysis. By delving into a subject matter thoroughly, these types of content establish the author or organisation as an authority in the field.
Search engines value authoritative sources, making it more likely for these informative pieces to be linked to by others seeking reliable information.
- Evergreen Content and Long-Term Relevance
Unlike news stories, which may lose relevance as events unfold, blog posts often address evergreen topics. This timeless nature of informational content ensures that it remains relevant and valuable over an extended period. As a result, other websites are more inclined to link to content that has a lasting impact, contributing to sustained SEO benefits.
- Link-Worthy Resources
Informative blog posts and whitepapers are frequently packed with valuable data, statistics, and references. When other content creators are looking for authoritative sources to support their own articles, they are more likely to link to well-researched, data-driven content. This creates a network of interlinked resources, boosting the SEO performance of the linked content.
- Diverse Linking Opportunities
While news stories may attract attention during specific events, informative content opens up diverse opportunities for linking. Educational institutions, industry publications, and professional blogs are more likely to link to informative blog posts and whitepapers, recognising the enduring value these pieces provide to their audiences.
What Evergreen Content is Not:
- News articles
- Statistics or numerical reports that are likely to change and go out of date
- Pieces about a specific holiday or season
- Articles focused on a current trend or pop culture fad
- Latest clothing and fashion trends
Examples of Evergreen Content
Here are some specific examples of what would be considered evergreen articles.
- How to Build a Dog House – Clear, concise tutorials with attractive photos make great evergreen pieces.
- 10 Ways to Enjoy Bacon – Can you imagine a future where people don’t like bacon? I sure can’t.
- Top Tips to Soothe Crying Babies – There’s always a regenerating population of new parents, and those with screaming babies are probably pretty desperate for advice. A quick “best tips” will hold its value for years and new parents can share the list with their panicky peers.
Blogs vs. News: What’s the Difference?
To begin with, it is imperative to establish a clear differentiation between the news and blog section, ensuring a comprehensive understanding of the distinct purposes, formats, and content styles associated with each segment.
The News section of a website is all about presenting facts. Just like the news on TV or in the newspaper. Think of it as sharing information with complete transparency, without unnecessary embellishments.
The main difference between a blog section and a news section lies in their content, purpose, and style of presentation. Here are key distinctions:
- Blog Section: A blog typically contains personal opinions, reflections, experiences, and in-depth articles on various topics. It often showcases a more informal and conversational writing style. Blog posts may cover a wide range of subjects and are often driven by the author’s perspective or expertise.
- News Section: A news section primarily focuses on delivering factual information about current events, developments, or updates. News articles are expected to be objective, providing details such as who, what, when, where, and why. They are usually more formal and adhere to journalistic standards.
The tone for a news section can be described as:
- Official
- Serious
- Factual
- Honest
- Truthful
- Genuine
News posts are typically on the shorter side, ideally ranging from 300 to 800 words. However, feel free to write more if your news post requires a detailed explanation.
When is the right time to write a news post?
- Company/Employee Announcements
- Introduce outstanding long-term employees who are retiring.
- Announce new services or products with details on availability and features.
- Share news about your company’s expansion into a new city.
- Project Updates or Completions
- Provide progress updates on exciting projects, including details about the team, completion dates, and any notable aspects.
- Award(s) or Achievement(s) Announcements
- Brag a little about recent awards or milestones, showcasing your brand’s credibility and success.
- Upcoming Event Announcements
- Inform your readers about events your brand is hosting or attending, creating opportunities for personal connections.
- Recent Event Reflection
- Reflect on past events, sharing who attended, what happened, and the insights gained from the experience.
- Industry-Related Announcements
- Stay current with industry news and share relevant updates, citing sources and providing valuable information to your readers.
Now, if the News section is all about facts, how does a Blog post differ?
A Blog post is like having a personal mentor giving you advice. It allows for a more conversational approach to industry-related topics.
The tone for a blog can be described as:
- Personal
- Opinion-based
- Advice-giving
- Conversational
- Analytical
- Engaging
- Casual
While you want to maintain an informative tone, find a balance that feels welcoming without being overly casual. Blog posts are generally longer, around 1500 words, allowing you to delve into topics in-depth and create engaging content.
When is the right time to write a blog post?
It depends on your company and industry. Need ideas? Check out our blog about blog topics for inspiration.
And if you find yourself writing a blog novel, consider breaking it into parts and publishing them weekly. This keeps your blog at a consistent length and gives you time to prepare for the next topic.
Can blogs and news be combined into one section?
It depends on your circumstances. While we generally recommend separate sections for a more consistent update schedule, combining into a Blog/News page can work for smaller businesses with limited time. .
Summary – Conclusion
In the competitive world of SEO, the preference for linking to informative blog posts and whitepapers over news stories highlights a shift in the way content is perceived and valued.
Search engines reward depth, relevance, and long-term value, and content creators are increasingly recognising the SEO benefits of producing high-quality, informative content.
Digital marketers and content creators should focus on crafting in-depth, well-researched blog posts and whitepapers to enhance their online presence, build authority, and attract valuable backlinks.
When it comes to acquiring and building natural SEO hyperlinks, blog posts consistently outperform most news articles. This superiority can be attributed to the evergreen relevance embedded in blog content.
Unlike news articles that often lose their significance over time, blog posts tend to maintain their relevance, making them a more sustainable source for generating organic backlinks.
The enduring nature of blog topics allows them to attract links steadily, contributing to a more robust and enduring SEO strategy.
