Blogging has evolved a lot over the past 5 years. What started as something for people to do in their personal time to show they were experts in their subject turned into something that every business had. Even if you went to a local pizza stores webpage, they’d have a blogging section somewhere. Blogging went from personal to branding in a blink of an eye.
But now, less and less companies are investing the time in blogging. You will still find blogs on a webpage but the shift has turned towards content marketing, with social media marketing often taking center stage as the way to get your brand noticed.
Which begs the question, is blogging necessary anymore?
I think there are three answers to this question.
No – if your business sells a product.
Watching the trends in the past few years, I’m not sure it’s necessary for a business to have a blog anymore if they are primarily selling a product. There is only so much you can say about a product before you start pulling in information about competitors and why your product is so much better.
One of the few reasons why I think it would be interesting for a product-based business to have a blog is if they use it to enhance their corporate culture. Having different employees guest post about what they do in the company and how it ties back into the product could elevate their culture in the eyes of prospective applicants. As a millennial, this is something I would notice that could be a tipping point in favor of working there as it shows inclusivity and that every position is important in bringing the product to life.
If you own a product based business but still want to seem like an expert in your field without blogging, a different approach that many companies are now taking is to go in the direction of a corporate newsroom.
Yes – if you offer a service.
I still think blogging is a great way to show your expertise if you offer a service. This could be anything from marketing companies to single business owners and consultants. I blog because it shows that I know my industry as an Assistant and it continuously helps my SEO as well. When I first began my business, my blog was one of the few factors that showed people they could trust me, despite the fact that I didn’t have any testimonials on my page. Another benefit was that people could see my writing, know that I could write well, and also get a taste of my personality.
However, if you are going to undertake blogging for your business, the most important thing to do is to be consistent. Try to keep new material churning out constantly. There is nothing worse than going on a webpage of a consultant and being very interested in their services, clicking their “Blog” page, and seeing their last blog was from 8+ months ago. It makes you wonder if they are still in business and you could lose clients.
One of the best side effects of blogging, other than SEO, is the content you can use over different social media accounts. I am able to tweet my blog posts on my twitter account and constantly reuse them. The more I have, the better! I make sure to also publish my post on my LinkedIn account as well as Quora. I also make sure to pin it on my Pinterest Virtual Assistant board in case someone wanders there as well. All these social media link backs only bring more visitors to your page which means…more business!
Yes – if your business is a local shop, but it does not need to be as consistent as a service based business.
I do think that local businesses should blog but I don’t think it needs to be near as often as a service based business. Local businesses set themselves apart by blogging about community events they will be featured at, daily deals, changes in staff, client stories, etc. Local businesses should use it as a connecting point with people in their area. Coupled with social media, it can be a powerful tool to draw customers to put you a notch above a competitor.
This is my personal opinion on blogging and by no means am I an expert or marketing guru. If I have missed something or you strongly disagree, please let me know. I’d love to hear from you.
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