“Blogging? For business? Oh no, that’s not for me! It doesn’t find me any more customers. It doesn’t pay my bills. I need real customers. I’m not wasting my time writing stuff that no-one will read. Anyway, blogging is just for Google, isn’t it? I’m already ranking on page 1 for [insert your choice of keyword and location] so I don’t need to blog.”
I’ve heard this response (or similar) from business owners numerous times when the subject of blogging is brought up. One of the many myths within the web industry is that blogging is a waste of time. As part of my Business Blogging Basics series, and as a follow on to What is a Business Blog?, I thought I would tackle some of the negative views that surround blogging for business purposes and address some of the reasons for not blogging that I have heard.
I have nothing to say
This is just not possible. We all have something to say. Every day. We have conversations with clients, with colleagues, with suppliers. And these conversations are not just about the weather. We discuss the latest goings on in the industry, the recent developments we’ve seen from our competitors, up-and-coming product releases, something that we’ve learnt, a better way of tackling a difficult task. All of these things can be included as content on your blog. All of it is valuable content that your target audience will want to learn about. You see, it’s all about positioning yourself as a source of knowledge and good quality information within your industry.
No-one will read my blog
How many times do you search on Google to find something out? For me, I probably look up something new everyday. Whether it be a new recipe for dinner, the type of plants I want to buy for my garden or how to record my business expenses. I go to Google, ask a question and a range of answers appears. The same will be happening with your target audience. They will be searching for answers to their questions and problems and your business and your knowledge will be their answers and solutions.
I don’t have time to blog
So, that means that you don’t have time to market your business? Of course you do, you make time. If all us business owners didn’t make time for marketing, none of us would have a business for very long. Blogging is just one method of marketing, but it is an important one. And it’s one that you can control completely for relatively little in terms of financial outlay.
But I’m already using social media
That’s great, but social media is only one part of your online marketing. Social media can be effective if used the right way BUT social media platforms are not owned by you. Your website is your property and all content on your website is yours. You can do as you please with it. Social media platforms (for now) are mostly free to use and will most likely continue to be for quite a while yet. However, the key thing to bear in mind is that all of the social media platforms can change their Terms and Conditions as they wish, whenever they wish. Only you can do that with your own website and only when you wish.
I’ve heard that blogging is a waste of time and effort
Who said that? Most likely those people who wrote a handful of posts, and then gave up when they didn’t get the quick rewards they wanted. There are no quick rewards with anything business related. As with most marketing activities in business (and with most things in life in general) you get out what you put in. If you put little effort into your business blogging, you will get little return. But if you create a well thought through blogging strategy and stick to it, you will reap the rewards over time.
Blogging can be rewarding but you have to see it as important to your online marketing plan. If you create content in a half-hearted manner, it will show in your writing. You don’t need to be an established writer in order to create blog articles effectively. You just need to create content from the heart, with enthusiasm for your subject. And if you’re a business owner with a passion for your industry, that’s all the enthusiasm that you need.
