I can’t answer the question “Should I have a blog?” in a resounding affirmative. That may be a strange answer to some. I think, though, that many people and businesses have blogs because they feel or have been told they should have one. They then stumble their way around blogging because they don’t know why they have a blog or what to do with it.
The “why” or the “so what” are integral to blogging. The why has to be addressed long before a blog is enacted. The following questions might be helpful in answering the why:
- Why do I think I should I have a blog?
- What good will it do?
- What do I hope to gain from blogging?
Most people know the pat answers: SEO value, search engine rankings, fresh content for visitors. Those answers aren’t enough. For instance, I sometimes ask clients if a blog – and by “blog” I mean the stereotypical one with words and an image or two – is truly what they need. I typically ask the question because the client has indicated that he or she hates writing and already feels overwhelmed by the prospect of coming up with ideas and writing content. When I know a client has that angst, I ask them if they’ve considered other options such as video, podcasts, and even images (think a Pinterest-style blog). That client will still have to use text at varying points for the SEO value, but giving them an option besides a text-heavy blog sometimes is exactly what they need. Something clicks, and they begin to see how a video or imagery could impact their business in beneficial ways, i.e., traffic converting into leads and customers.
If the “why” has been answered, stumbling may still occur. Even if the blog has been tied to the overarching business’ aims, the blog still has to have some sort of content strategy. Without it, the person or people responsible for the blog sometimes fall prey to the “shiny object” syndrome. They write about what is popular because they think it will drive traffic to their site. It might, but it’s more likely to increase the bounce rate. People come to a website looking for answers to their problems. If the blog doesn’t tie into the business’ main offering, people won’t stay. They won’t share. They’ll come to associate the business with unfulfilled expectations. For that reason, the content found on the blog, even if it’s predominately an image-filled one, has to tie into the larger picture. It has to, at some point, begin to drive visitors to take an action and to become a lead or a customer.
“Should I have a blog?” Yes, but only if the why and the how are addressed first. Thoughts?
Image: J. Money (CC BY 2.0)
Very accurate assessment Erin. Before embarking on a blog campaign, be clear on your intentions and have a plan. So many jumping into the fray without a clue as to their end goal. It’s akin to buying a car without any gas or oil in it. In order to get the car to run you have to start with a plan (oil) and then fill it with content (gas) that will solve customer problems and engage them to the point where they want to learn more.
John_Trader1 Yes, unless you’re writing for purely personal reasons, you have to think about the reader’s experience and the goals behind writing in the first place. Content strategy for the win!
Erin,
Had a very similar conversation today with a client. Shared with him that I don’t always advise having a blog.
Glad I found your site.
RS
RonellSmith I’m glad you found it, too!
I think it’s limiting to require people to have a stereotypical blog. It crushes creativity. I’d rather identify the problem and develop solutions that the client’s going to be happy with long-term.
timbo1973 Perhaps it’s different when you’re starting from scratch. I did the same thing, too. I just think if you’re an established business or have a specific goal in mind, the blog – no matter the form it takes – needs to work in conjunction with the end goals and be tied to whatever metrics are being tested. As a general rule, though, it’s good to stop and consider before jumping into blogging. I think more business owners need to be told that rather than “Start a blog!”