Do You Need a Blog?
Updated: Jul 24, 2020
Do you have a blog, or have you been thinking about starting one? As with any marketing task, it’s only worth doing if it’s going to give you results. Never ever do anything just because you think you must. Marketing tasks should be executed because they’re targeted at your audience and you believe they will help you reach your goals. So when thinking about your blog, ask yourself this: is it a help or a hindrance?
Reasons to Blog
The first thing you absolutely have to establish is why are you writing it? What is the purpose of your blog? There could be lots of reasons, so let’s take a deeper look at some of them.
Educating your audience can be very useful for both you and them. But you need to find the right angle. There are probably thousands of resources that your audience can access to give them the information they need. Why should they come to your blog? What makes you different? If you decide you want your blogs to share knowledge, then think carefully about the content and make sure it really does help. And also make sure that your content is always fresh and written totally from your own perspective.
Your blog doesn’t always have to be educational, it can be inciting or influential too. Putting out opinion or thought leadership pieces is a great way to show that you know what you’re talking about. But this is also a delicate balance. If you’re writing a blog personally you can say whatever you like, but a blog for marketing purposes has to be careful. You don’t want to offend anyone or get too political. It’s vital to have a unique voice and stand for something, but always keep it positive and make sure it fully supports your brand values. Don’t just make your blog a place to rant.
Sometimes just letting your audience look under the bonnet can be hugely beneficial. You don’t have to have a voice of authority to be heard. Telling more personal anecdotes, sharing stories from across the team and inviting people into the heart of your brand can be a very clever way of building a relationship with your audience. If you’ve got a good brand story, don’t be afraid to tell it.
A blog can be a good tool for your website. Google likes fresh content being added to the site regularly, and it means there will be a boost to relevant keywords within your web pages. It can be useful to think of content that will drive traffic to your site. Write about the things that people are searching for. Also make sure that your blogs are properly formatted, with a picture and with all the necessary tags. However, as a word of warning, don’t get lost in thinking too much about technology. If you’re going to use content to bring people to your site, the blogs still need to be written well and targeted at your audience. Thinking too technically can compromise the quality of what you’re producing.
Reasons Not To Blog
Whilst blogging can be extremely powerful, there are also some very good reasons why businesses should steer clear of it.
Skill Set and Resource
If you hate writing then think very carefully about whether you want a blog. Outsourcing the work is a very viable option, but a lot of people want to put their own stamp on blogs. However, if you start to procrastinate because you actually don’t like writing this can be a real issue. Whilst a blog can be a useful marketing tool, there are probably a dozen other activities that you could do that you might prefer and might get better results from, because you’ll execute them with more passion. So think about your skill set and your resource and be honest with yourself about whether you want to commit to writing a blog or not.
Lack of Ideas
You might kickstart your blog with a terrific idea, but by week three you can’t think of anything else to write about, and you end up either not doing it or putting out poorly thought through content. My advice here is to create a content plan before you do anything else. At least plan three months in advance, if not six. That way you’ll know if you have enough ideas to support your blog. You’ll also never be scratching your head at the last minute because you know you really need to get something new on your website but you can’t think of anything to talk about. If you simply don’t have enough ideas, then put your efforts elsewhere. Marketing is a huge spectrum of activities, so choose the channels you’ll get the most out of.
Definitely don’t start a blog because other people have and you feel you must. That’s the worst reason in the world. Your blog won’t have a strategic purpose and you won’t have the passion for it. It’s the same with videos. I’ve met a lot of businesses who tell me they need a video because that’s what people have today. However, content that has no dedicated purpose usually ends up being poorly executed and poorly received. This could then negatively affect your brand as it won’t send out the right messages. So before you create any content at all ask yourself why you’re doing it and make sure it’s got a useful purpose.
If you really want a blog and you’ve identified it as a strong tool to support your brand, but you’re struggling with any area like writing or content planning, please speak to us. We can help you with a range of writing services, and we can help you come up with ideas that will make you stand apart from your competition. The most important thing is that it needs to be right for your business.