Blogging. Like Marmite, you’re either a fan or you’re not. (Actually, there’s some middle ground where you do it because you know it’s good for you, even if it makes you screw your face up).
Whichever, it’s one of those things that lots of businesses are doing, but lots of other businesses still aren’t – and every blog-objector (blogjector?) has a bunch of justifications to validate their blogjections.
Here are just a few of those we regularly hear – and some pointers on how we can help you rethink them!
Blogjection # 1: “Blogs take too long to write…”
Hmm. It’s true that writing a blog isn’t the work of five minutes. But then what kind of effective marketing communication does only take five minutes?
An e-newsletter doesn’t. A press release isn’t dashed off in five. A customer case study isn’t just a few moments’ doings. In fact, it’s pretty unreasonable to expect to get all the right words in the right order in any communication in less than the time it takes to make a Pot Noodle!
If you’re genuinely struggling with the time it takes you to produce a blog, try the following:
- Don’t exceeed about 600 words – Brevity is preferable from the readers’ point of view, and will cost you less time and effort (but Google will still look favourably on a piece of this length, so win win!)
- Keep the structure simple – Write down the three or four key points you want the blog to make. Give them a meaty couple of paragraphs each. Top it with an intro, tail it with a conclusion, include a call to action at the end– job done.
- Get somebody else involved – Copywriters, for example, not only write blogs from scratch, they can also edit your first draft to turn it into a finished, polished piece (and quicker than you can!)
Blogjection # 2: “We don’t have anyone here who is good at writing…”
You might be surprised – and it’s a simple thing to put together a core of two or three blog-capable colleagues who can rotate the writing duties between themselves, perhaps in return for authorised incentives. You’d just need to get them together now and again to agree blog themes and titles that map closely to the business’s overall marketing and communications objectives.
Of course, once again, if you genuinely can’t find someone who can write the words internally, using a copywriter is always an option.
Most copywriters are happy to write both ad hoc blogs as and when you need them, or agree a blog series upfront to be delivered over a certain timescale – or indeed a combination of the two.
Blogjection # 3: “Blogs do nothing for our business…”
Oh là, là! That hurts!
The bald truth is this: blogs, done properly, add regularly varied content to your website, and that is one of the main indicators that Google uses to decide whether or not it will include your business in the search results that bring visitors to your website!
Yes, other website content is important, too – but it changes far less frequently, so Google is less interested in it. If you’re not blogging, you’re not doing the thing that Google likes a lot – it’s that simple.
The stats back this up: websites with a blog tend to have 434% more indexed pages, according to this blog infographic – and it’s the indexed pages that appear in search engine results.
Perhaps this is also why this Social Media Examiner report says 65% of bloggers planned to increase their use of blogging in 2017, and why 53% of marketers said blogging is their top content marketing priority!
If you’re serious about getting your website found, you need to start getting serious about blogs.
Blogjection # 4: “We can’t seem to come up with anything to write about…”
A good cook, goes the saying, will tell you there’s no such thing as an empty cupboard – only an empty imagination.
It’s much the same with blogging – you’ve got loads in that cupboard, you just need to learn how to spot it and use it!
Got a customer (or partner) success story? You can frame that as a blog. A ‘listicle’ (rather like the one you’re reading now)? That can be a blog. A ‘how-to’ post? That’s definitely got a blog in it. A product tips post? Bring on the blog!
In fact, did you know that there are over 200 different potential types of blog, ranging from the helpful and the useful to the opinionated and the promotional, and covering every nuance in between?
Check out Digital Marketer’s The Ultimate List of Blog Post Ideas for more inspiration, and to help you create a blog plan that uses whatever’s in the cupboard to tastiest effect!
(But then you’ve still got to get them all written, of course – so see #2 above, or get in touch to find out how we might be able to help…)