With all the hoopla about SEO, content marketing, thought leadership and “online presence,” if you’re a business owner, at some point you have likely considered writing a blog. But before hopping on the blogging bandwagon, there are some things you should know:
1. A blog might hurt your reputation.
Nothing makes a website seem more out of date than a blog where the most recent post is years old. Certainly, blogs take time—from brainstorming topics, writing and editing to finding appropriate visuals, coordinating design and promoting your posts. If you can’t commit to a regular schedule, you may be better off skipping the blog and not risking the reputation you’ve already built.
Also, if your content lacks quality or is widely off the mark, your audience might second-guess your expertise. How can you tell if your content is reader-worthy? By reading other blogs and participating in your community via comments and social media. Again, it takes time to do it right.
2. A blog might not be right for your audience.
Written content doesn’t always work for every audience. Some – like C-suite executives – are notoriously time-strapped and may not read many blog posts as a rule, instead focusing on a handful of top-tier industry publications. Others – like construction contractors – might spend most of their time out in the field, not sitting in front of a computer.
In cases like these, a blog might not be the best way to reach your target market. Other avenues may be more worthwhile to pursue – for instance, pitching an article idea to industry publications if you’re targeting CEOs, or developing a series of videos if you’re targeting contractors. Whatever the route you choose, always make sure your tactics align with your market.
3. A blog might require a monetary investment.
When developing and maintaining a blog, you may encounter costs in three key areas:
- Design. You may need to hire a graphic designer to ensure your blog syncs with your visual brand identity. You may also want to purchase stock photos help your posts visually stand out.
- Writing. Once you’ve committed to a blog, it’s easy to get overwhelmed with the need to continually create content. One option is to outsource the task of writing to a freelancer.
- Promotion. Blogs don’t build audiences on their own. Once you’ve invested your time and energy into your blog, you’ll need to build a promotion plan if you want people to read your posts.
Of course, there are many, many reasons why blogging can be a terrific strategy for your business. But that doesn’t mean blogging is right for every business. Still don’t know if you should commit to a blog? Download this free eBook to help you rethink your content strategy!