Ah, the ubiquitous blog. Everybody’s got one. So naturally, you do, too. You want your business to grow, right? You want to bring in new customers by the truckload! So of course you have a blog on your website!
The thing is, you’re busy running your business. As in, doing the things that your company actually does. You know, the things that make people want to hire you, or buy from you. And you totally rock at those things! So it’s only natural that keeping your blog updated regularly with riveting content and stylish writing isn’t at the very top of your list of priorities. Oh sure, it’s on the to-do list, right there with the rest of your online marketing plan, but you’ve got places to be and people to see. You’ll get to it eventually.
But will you? You may start out with good intentions, but then get swamped with your actual work and realize – rightly – that you need to spend your energy and expertise wisely, focusing on the business of your business. So you start updating your blog less and less often. When you do get around to it, you only have enough time to throw something quick and easy together – nothing spectacular, but hey, you’ve got a business to run! And at least you’ve got a blog – that’s the main thing, right?
Well, not really.
A bad blog can be much, much worse than no blog at all. Even a mediocre blog can do more harm than good. How can this be? Just take a look at these three reasons to ditch your blog:
1. If the quality of the writing in your blog is less than perfect, your brand’s image will suffer.
Be honest with yourself here. People base their purchasing and hiring decisions on how professional they perceive a company to be. At some point, haven’t we all clicked away from a website in disgust, figuring that if they had that many typos on their site, they couldn’t possibly be all that detail-oriented in their jobs, either? If you were seeing your company blog through a potential client’s eyes, what would your opinion of it be? Do grammar and punctuation mistakes distract from the message? Is the information provided irrelevant or unimportant to its readers? Is it just plain boring? Now, this isn’t to say that you’re not an awesome writer, but you’re not Superman. When you try to do too much, something’s gotta give. And when that something is the very thing that represents your brand online, potential customers will be lost.
2. Regurgitating the same tired old information as everyone else will not position you as an industry thought leader – it will position you as a follower!
One of the main purposes of blog marketing is to prove to potential clients that you’re an expert in your field. If you don’t have the time to come up with original content, or at least put your own distinct spin on content you’ve sourced elsewhere, how can you be perceived as an influencer?
3. If nobody knows about your blog, no one will ever read it.
If you’re going to all the trouble of writing a blog, you’d better know how to promote it using social media marketing and SEO writing. Otherwise, no matter how much time and energy you put into it, it’ll all be for nothing.
Now, that said, blogs are a vital tool in any online marketing plan. When we at Zen Media blog for our clients, we make sure that each and every post stands out as a professionally-written, well-publicized, go-to information source for potential customers. So what do you think? Is it time to ditch your blog? If you want to be a superhero, you’re going to need a sidekick – and we eat kryptonite for breakfast!