Blogging about your industry is one of the most popular ways to market your company online. But, what should you do if you don’t like blogging? Or you just don’t have the time? There are at least two obvious answers – outsource or create an in-house management team…
If you are a one-person business and just don’t have the time or inclination to manage a blog, you could outsource the running of it to a freelance writer or marketing agency. He/she/they could do everything for you – generate content ideas, create publication schedules and promote your posts through social media channels. Handing over this process wouldn’t cut you out of the loop, any professional writer/agency requires input from you to ensure they create the content you want and drive your blog in the right direction.
The process of putting a blog post together and publishing it is not at all difficult, especially for experienced bloggers who have used the medium to build up their own business. Tapping into their experience may prove to be a sound investment in the long-term.
Some freelance writers/agencies can handle the technical side of running a blog too, but if they can’t, you could also outsource that.
If your business is large enough, you could, and perhaps should, create a team specifically to run the blog and exploit other marketing opportunities that stem from it; social media, video marketing, guest posting. How much time your staff spends on these activities depends upon the frequency you want to post and the depth and quality of the content you want to put out.
Publishing short posts once or twice a week will only make a small dent in the search engines, but lengthy posts, videos and infographics published more often, could soon bring in more traffic and business than you can handle!
For many businesses it’s best to find some middle ground.
A good starting point is three posts a week, each between 500 – 1,000 words in length.
What should you blog about?
Definitely not office gossip! People visiting your business blog want to know about the services you provide and/or the products you sell. They want to find out more about your business; how well do you know your industry, how do you handle the customer services side of your business, are you trustworthy? Prospects visit many more pages than the average visitor. They look at the pages that define the company – about, terms, prices, returns, but they also read your blog posts as they provide a further insight into your business.
Successful blogs provide a solution, shares valuable information or demonstrates how to do something. Whilst in the process of creating content, think about the other places where it could be used – could you turn it into a short video?, an eBook?, a PowerPoint presentation? You can use all of these formats to promote your business.
If you don’t know what to write about, ask your customers what they want to know. Find out where your customers’ experience problems and provide solutions on your blog.
News is good too, but by the very nature of it, it only has a short shelf-life. There are times when posting a newsy blog is essential; trade shows, a new product or a TV appearance spring to mind.
Shareable, evergreen content is the ultimate goal for your blog. You want it to last and work for your business for months and years to come. You want people to share it on your behalf.
If you can get it right, a business blog will pay for itself over and over.
Picture – DavidMartynHunt