It’s a question that often arises when businesses are plotting out their digital presence: “To blog or not to blog?”
The answer greatly depends upon a few factors:
- Do you have expertise to share? If you do, a blog is a great way to establish your knowledge and grow your brand awareness and presence. If not, what is the subject matter that is going to drive people to engage with your posts?
- Do you have a desire to write, or are you able to hire someone to handle blogging? If you have the knowledge but are too busy to write and cannot hire someone to convey your message, your blog will likely not get off the ground. Have you ever visited a website and noticed that the last post was written months or even years ago? It is difficult to come across as an expert if it seems your expertise is outdated.
- Is there an audience or a space for your blog? Some markets are saturated, while others are untapped. If you have a strong message or point of view, it will come across in your writing and assist in creating a space and following. If you are simply going through the motions because someone (possibly a blogger) told you it was a necessity for maintaining your digital presence, you may want to rethink your strategy. Maybe you present material in a traditional blog, or maybe it takes shape as something else–a “useful information” or “knowledge you can use” section.
If you have a knowledge base you would like to share but simply don’t have the time or inclination to write, find someone who can take your information and present it in a clear and professional manner. Harness someone else’s passion for writing for your passion to share your knowledge.
We’ve all been there–staring at the blank page or blank screen trying to make the words and ideas flow, but nothing comes. Ideas swirl furiously above, but trying to pin one down seems impossible.
Not knowing what to write, or post, or link to is not uncommon. It is why most small business owners falter when it comes to creating a consistent social media presence. Failure to consistently provide content on your social media channels can cost you the followers you may have gained. Blitzing your channels with whatever material you find, without thought to relevance or brand, can also alienate your target audience and drive them to hit “unlike” or “unfollow.” If a marketer posts with no audience, did the post ever really exist?
Sourcing and creating posts relevant to your brand and your business takes time. Time is something not all small businesses can spare with the other day-to-day operations. This is the reason so many digital marketing companies exist. They source material and post it on your behalf. It’s a great service, but what happens when those companies are pushing the exact same material to the same types of clients? You lose your brand identity, voice, and ability to leverage those things with your audience. What is a busy small business owner to do?
Delegation is still important, but be clear on the service being provided and your ultimate goal. Social media is a great tool to differentiate you from the rest of the pack, but that means you need to partner with someone who can make sure your voice is being heard. Look for a partner who has your business vision and audience goals in mind.
- How does the marketer determine what material to pull?
- Which channels are used for sourcing of third party content?
- How is original content crafted? Is this part of the plan, or does it cost extra?
- What is the oversight/approval process?
- What sort of reporting occurs on the success or lack thereof of the various posts?
- How much input and direction are you, as the client, given in the process?
Whether you are doing your Blog, Facebook, Twitter, and Instagram posts in-house or with a professional, remember that consistency in both frequency and content will help you build and audience.