As a part of my core business, I consult on a number of blogging implementations and manage a number of corporate blogs on a weekly or daily basis. Indeed, I should put out there that we won’t take on a social media client if you won’t consider adding a blog to your marketing mix. Why? Because you just won’t get the results you come to us for without one.
I want to share the four major hurdles companies face when introducing the concept of a blog to their organisation.
1. The business doesn’t see the value in blogging—yet.
Our backend data demonstrates time and time again, that blogging is the most important part of a website. It is a very powerful tool used to accomplish two specific marketing goals. First, it has the greatest opportunity to engage web visitors (that’s potential clients) and, second, it directly impacts your rank in search engine results for your product or service. You should view blogging as a systematic task that communicates the value proposition of your business.
2. Their web developer is great at building a website, but…
Too many companies rely on non-marketing trained web developers to guide them on their site creation and end up with a raw deal for a variety of reasons. I touched upon this point of website woes, last time. Either the developer hasn’t given them right advice on adding a blog, CMS coding doesn’t have a decent blogging module that ticks all the boxes as far as search engine optimisation (SEO), author profiles, share buttons and ever important call to actions, or, and this is the worst kind…. the developer simply refused to imbed the blog in the website at all. If your web developer isn’t flexible enough to add this vital hub of marketing activity into your site – get a new one fast! I do want to say that we work with a number of outstanding web designers/developers and they are very important to my business – and yours!
3. No Brand Strategy
Brand strategy is a key component in any marketing mix because it establishes your brand as more than just a name or logo; it’s also an experience. A blog is your opportunity to communicate with your target market and establish that experience directly in a non-sales-related way. It is also a terrific opportunity to position your brand how you want to be seen. How long have you been in the industry? What knowledge do you have to offer? Showcase the valuable insight your clients get for free if they use your services.
If you don’t want to call it a blog, use terms like news feed, learning centre, or knowledge bank. But be careful, no matter what you call it, not updating with regularly new content also falls under not complying with a brand strategy.
I personally love to blog! At first I was overrun with the thought – ‘what do you know Natalie? Who is going to care what you think? – Nobody’. I’m also somebody who still feels that writing English is like a second language. It has taken me time to develop my voice and I had to realign to my target audience. At first, I was writing for other marketing agencies without even realising it. But ultimately – a blog post has to be resonant with the types of trials and questions marks your target audience are trying to answer.