Why should we blog
Content Marketing

Why do you need to blog?

Are you considering sending your blog to an early death?

Has your blog been dying a slow death? You sit and watch it wither and waste away.

You may have even had that shocking moment of clarity, as you try to recall the reason why you have a blog.

Perhaps, you vaguely recall hearing someone tell you that you ‘should’ be blogging.  But, you don’t recall yourself asking ‘why’; this is a simple yet valid question.

At the time, it seemed like a good idea so you jumped on board and started readily sharing your wisdom with the world. Like so many good intentions, your blog is soon growing cobwebs by the side of the information superhighway.

Ignored by all that pass it by, that includes search engines as well as yourself. Writing anything, or even thinking what to write about has become a chore. It lingers about on your to-do list, with a host of items that slip from day to the next.

The effort you put in did not at match the expectations of your results. What were you expecting traffic, engagement, followers or sales?

So, in the end, you left with a floundering blog and you sit and wonder if you should even have one.  Should you breathe new life into it or let it die a lonely death?

To kill it or not to kill it?

Really the best way forward is to look back.  You need to go back to the initial ‘why’. What were you hoping to achieve by having a blog?

What dreams and aspirations do you have for your business? How does your blog feature in taking your dreams, business and life to the next level?

Why should you have a blog depends on the answers to those questions. And it’s also completely acceptable to not have a blog – just make sure you make a conscious choice.

The best advice I’ve heard is you either do it, and do it well, or don’t bother doing it at all.

Harsh isn’t it. Yet, it is not something that you need to have because everyone else does, thankfully or we’d perhaps all be wearing leggings, let us be thankful that not all trends suit all people.

Wisdom lies in knowing when it’ll work for you and when it won’t a little like those leggings.  Here is how to decide, whether a blog is right or not for you.

3 questions to ask yourself before starting a blog

Not sure whether blogging is for you, first ask yourself about your business:

  1. Where would you like to see your business in 1-5 years
  2. Is it an online or offline business?
  3. Can an online presence help you to achieve your goal?
  4. Can you dedicate time and resources to make it happen?

A website and blog can be an incredible marketing tool if done right. However, most often we hear how it doesn’t work.

I once heard a gentleman complain that an ointment wasn’t working, when I asked how often he was using it, he replied that he wasn’t…

A blog can be like that ointment, if it’s not put to good use, and used wisely it will fail as quickly as it can succeed.

Make your blog a success

What could your blog to be doing for you?

This is the second question to ask yourself so that you can get clear on the objectives of having a blog, would you like:

  1. More relevant traffic on your website?
  2. To engage with a relevant audience?
  3. Be seen and recognized as an industry thought leader, and be thought of as credible in your field of business?

Have you have answered yes to any, or all of the questions above, you are not alone.

Like any business owner, you don’t have time to waste. So if you are going to invest time and your precious money on something, you need to know what it’s going to do for you and where to focus.

Blogging has some incredible benefits if it’s done right. But if you don’t know why you are doing it, it will be controlling you and your time, which doesn’t serve anyone.

Similar to any business asset, you need to be in control and utilize your blogs potential to your advantage.

Top 3 reasons as to why blogging is worthwhile

Why does anyone blog?

Let me first admit that I have yet to find someone that blogs because they have too much free time on their hands.  Most people that blog; do so because it’s good for:

  1. Search Engine Optimization
  2. Connecting with your audience
  3. Provides a platform where you can share your expertise in a useful way.

So let’s unpack them in more detail.

#1 SEO = Search Engine Optimization

Overall, search engines are smart but not that smart, if you haven’t touched your website in over year. A search engine will assume that it’s not very active and you don’t have much worth sharing.

This is a good reason to also have a blog and to bring your website to life. Yet, SEO can seem overrated. Way too many people throw this acronym around like it’s the be all and end all, which it isn’t.

Nonetheless, there are benefits to SEO, the main one being, you won’t have to pay for advertising.  When you do this right, by following a few simple rules that you can learn yourself, you also won’t need an agency to run this for you.

I recommend if you are using WordPress that you download the Yoast plugin, as it’ll do most grunt work for you, and help you along the way.

#2 Connecting with your audience

Picture a world where you run a small business. In this business, whether you make Jewellery for strong independent women or are a life coach for creative businesses, you know your audience.

The chances are, they are a little bit like you, you may visit the same places, listen to the same podcasts. And your audience may just be the sort of person you’d sit and have a coffee with and girly chitchat.

So, your content and blog is a way to connect with them and for them to get to know you better.  You want them to think, ‘hey, this is the type of person that I like and I trust’.

It also has the additional benefit of repelling those who are not your target audience, if male plumber accidentally lands on your pages (ok, unless he’s a bit odd) he’s not likely to be interested in your blog, ‘On what how to use your feminine superpowers in your business’.

Ask yourself,  would you rather get 100 messages from random people who are most unlikely to ever use your product or service. Or 10 messages from people who are likely to become lifelong customers, and advocates for your service and brand?

Your site, your blog is a way to get that message across in the tone and style that suits you and will attract people of a similar vibe.

This does take me to the next point, you want to relate, but you also don’t want your blog to be ‘you-centric’, as it’s not about you as much as it is about your audience:

#3 Opportunity to share your expertise in a useful way

Imagine that you have an incredible pain in your tooth, it feels as though you’ve been shot in the head with a ray gun.  Your biggest fear is that you may need a root canal; you jump online and come to two websites.

First Site:   Has no content, an address and about me page with a photo of a Dentist fresh out of School, proudly holding their certificate.  You may just be the first client they’ve ever had.

Second Site.  Has a testimonials page, about us page, a services page and blog. You notice their article on ‘What is a root canal and what are the signs you need on’. It outlines the procedure, how to know when you might need one. It even links to another article on what to do before and after a root canal.

Let us be honest, whether we are going for a haircut, taking our beloved pet to the vet or getting a root canal.  We want to know that whoever is providing us with these services knows what they are doing.

A blog is a perfect place to share that expertise and experience.

You don’t have to give away your secrets, but if you own a pet salon and you find that pets that have eaten before a visit tend to throw up then write about it.

Owners will find it helpful to know what to do before dropping the pet off, and they arrive better informed, which in turn makes your job easier as well.

In a world where everything is at the tip of our fingers, giving and sharing valuable insights can be worth its weight in gold.

Simply make your blog worth reading and sharing with relevant content,  by answering those questions that customers have, subjects that are of interest to them. By this we make it customer-centric, it’s not about you or your products as it is about providing value to them.

Bringing your blog back to life

Really you want the search engines to find it, readers to read it and avid followers to share it. Above all you want it to be valuable, educational and helpful to its potential readers.

Nurture it and be patient, subjects and keywords can take time before they get noticed, and on average I’ve seen and experienced that it can up to 3 months to get traction – and this is by publishing consistent content.

Now is the time to breath new life into your blog

Plan the content well ahead of time, so that you have a steady stream of content, once a week or twice a month is plenty. At least once you’ve published it, it will be there forever.

If you have a mailing list, see that your blog updates or mini-newsletters are shared with your subscribers. Especially when the information with be useful to them, rather than just trying to sell them an offer.

Before you know it, your website and blog will be the valuable tool that it was meant to be. And it will in time become one of your company’s biggest assets.

Resources

For those that would like to learn more about the art of blogging, please find helpful resources, for those that prefer to focus on their business and what they are good at, drop me a line, would love to hear how I can help.

Copy Blogger – A wealth of articles to help you learn more about blogging, as well as their certification program, should you want to get really serious.

Serious Blogging* – run by Jon Morrow the King of Blogging, who also hosts a great Guest blogging course. Which I highly recommend.

ProBlogger – Darren also hosts an incredibly useful PodCast, which is

Neil Patel – everything that you need to know about SEO and then some.

Hubspot – Is an automated marketing software, however, their CRM is free, as are their courses, which are invaluable. They cover everything you’ll ever need to know about everything from blogging to Facebook ads and lead generation.

Answer the public A great website that takes people’s questions on a subject and shows them in a graph, great insight and useful for ideas around potential content.

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