Blogging was birthed in 1997, or earlier depending on who you ask. They were previously called “weblogs” and since the late ’90s, the amount of blogs on the web has grown exponentially. We’re talking, by the billions.
You may think this means this outlet is overused; that the space is oversaturated, and therefore, not something you should attempt. I mean, how much more is there to talk about?
Blogging is not necessarily the answer to all your business woes. But when used effectively, blogging is a powerful tool to accomplish many goals. Some of the top reasons to blog include:
- Better search-ability for your business on Google
- Enriching the way people know and experience your brand and culture
- Giving the right information at the right time to the right person, therefore, increasing the chance they will take the next step, buy-in, and/or become a loyal customer
Many businesses have increased their revenue as a direct result of blogging. Easy access to content from your business is a normal expectation of customers today. That’s why you see “BLOG” in the navigation menu or homepages of most websites.
If that’s not true for your site, or if the last post on your blog is dated October 2017, then you’re probably muttering at least 1 of the following 4 reasons why you don’t blog. We may have said them to ourselves at some point too.
You may be saying:
1. I don’t have anything original to say.
If you want to write about something but you just checked Google and there are tons of blog posts that make the top results for that topic… it’s ok. Yes, doing some digging might help you narrow down on a unique topic. But also, you can look at what’s already popular and provide your own point-of-view.
The most important thing to remember is that you have a unique voice. Your brand is unique. Knowing your own voice and brand is important to blogging. Once you know that, you’ll be creating an original post every time you write.
Also, if someone in North Dakota wrote about the same topic, but you’re in Kentucky reaching people in your area, they’ll have a greater chance of seeing your content over that North Dakotan. Where you’re located, who you’re reaching, how you say it, the time you post/share it, and how old your content is can affect how others receive what you have to say.
2. Blogging is not important to my industry.
The main reason this excuse has no weight is that at least one blog already exists in your industry. We guarantee it. Blogging is not just for fashion or businesses using e-commerce. People blog in the trucking industry. This company blogs about their wire products used primarily in warehousing and manufacturing. If someone would search on Google for a service or solution YOU offer, you are more likely to show up as a result for them if you’ve produced rich content that talks about who you are, the questions your customers are asking, and more.
If blogs are scarce in your industry, you should blaze a trail. If your target audience is less likely to be using a search engine–for instance, you’re an insurance agency and your customers are an older demographic– this group of people still has pain points, hopes, and questions.
Maybe write a post that explains the benefits of a particular product. Or you could proactively address the questions they have about a policy change in Medicare. Even if you have to send your content to them directly, you will stand apart from your competitors through this approach. You will elevate your brand through relevant, original content.
3. I don’t care that much about connecting with my audience and customers.
You may not be saying this excuse outright. But an unwillingness to share your story and your knowledge through blogging is like saying you only want to sell rather than connect with the community surrounding your business. People can see right through that.
This same principle goes for social media. Blogging and social media can and should be intertwined. You can use social media to promote your blog posts, and you can connect more personally with your readers through interactions on social media. Both these outlets evoke community. So even if you’re avoiding them because “they aren’t your kinda thing,” a lack of presence in these spaces stifles community and connection with the people you should care about most: your target audience, fans, followers, and customers.
4. I don’t have the time.
This is one of the easiest excuses to make. However, it doesn’t have to take as much time as you think. You don’t have to blog every single week to be effective. It’s better to establish a rhythm.
We recommend that at least 50% of your blog posts have at least 1000 words. This makes them more likely to show up in search engines. But it’s ok if you pepper in some posts that are much shorter; which means feel free to write about something that inspired you recently, like a journal entry. That should take no more than 25 minutes.
It’s also ok to outsource to copywriters or technical writers. Businesses look to The Marketing Squad for this kind of support too.
This could be a worthy investment for you because, as we’ve said, going from nothing to a rich library of original content on your website can extend the reach of your business. We’ll go so far as to say it could make or break your website. Good content gives you authority, in the eyes of your viewer and search engines.
This authority extends to you personally too. We guarantee that if you take 15 minutes a month to brainstorm topics important to you and your audience, it will get the creative juices flowing. And the practice of writing about your industry will help you grow in confidence. It will give you an arsenal of resources to pull from to promote yourself, whether digitally or in person. And the more you do it, the more momentum you’ll have.
So, what’s stopping you now?
If it’s really a time-thing, we get it. We help 30+ busy business owners, marketing directors, and sales professionals generate impactful blog content every week. Whether we’re stepping in to curate the entire blog based on an approved content calendar or they’re handing over their expert knowledge in a post and we’re optimizing it for search engines, it all starts with a content strategy and a trusting relationship.
We’d love for you to learn more about our team of passionate storytellers and how we can help your business with content marketing. If you’re ready to get serious about blogging and content marketing, then let’s grab coffee.