Most organizations understand the benefits of maintaining a business blog, such as improved search visibility and thought leadership development; however, there are still many companies that chose not to blog for one reason or another.
Each blog post serves as its own traffic portal, attracting visitors to a company’s website from a variety of sources like search and social channels, and when those blog posts contain strong calls-to-action leading to enticing offers they can become a tremendous source of leads and ultimately sales. According to Hubspot, B2B marketers that use blogs receive 67% more leads than those that do not.
So, isn’t that enough to make everyone want to scramble for their keyboards and start cranking out high quality posts? The benefits directly translate into money, do they not? Unfortunately, too many companies continue to obstain on blogging and as a result they miss out on a number of business opportunities.
Here are five of the most common reasons for why companies don’t blog, not in any particular order.
“Nobody cares about our business”
This is a common objection from the very worst offenders. If no one cares about your business or products, then why are you in business in the first place and who are you trying to help? Regardless of the product or service you provide, and industry or market you’re a part of, people care about your product, your mission, and the problem you’re trying to solve - even if they don’t know it yet. Once a potential visitor begins the need recognition process and begins a buying journey, you’ll want to be sure you’re as visible as possible, and blogging helps you do that.
“We don’t have the time”
Interesting. This is eerily similar to my friend’s son who announced to his teacher after his first day of third grade that his social commitments eclipsed his ability to do much else after school and that regrettably he was no longer going to be available to complete homework assignments. There are some things that simply take precedence above others. Think 'priorities' and remember that once the blogging juices start flowing, writing on a regular basis becomes easier.
“Senior Management doesn’t get it - what’s the point?”
A company stuck in this mentality largely indicates that someone simply isn’t doing their job. You might argue that it’s the problem of the member of senior staff who has adopted this attitude, and in general you are mostly right. In this day of digital sales and marketing, leadership that ‘doesn’t get it’ most likely doesn’t get a lot of things and may need to be reassessed as to the appropriateness of their posting.
Be that as it may, there is enough supporting data and information around the efficacy of blogging that is inescapable if not fully undeniable. This being the case, subordinates who are not building the pro-blogging case to upper management are also not doing their job.
“We don’t have anything to say”
There is a thing called the internet upon which we spend considerable time searching for the things that we need and want. Our ability to research these things largely hinges on the content that describes their utility and how they address our needs and pain points. Can you not write something about the ability of your products and services that resolve the issues people have and that these products and services address?
“We’re not good at writing”
You don’t need to be a seasoned journalist to be able to write blog posts. In fact, the raw content created through deep passion and expertise often outweighs formal training and education. With that being said, you still need to ensure legibility and credibility and there are ample ways to do that. Enlisting the help of a colleague or friend to copy edit is one option, and there are a variety of contractors and services out there for hire as well. This excuse simply cannot stop you from blogging. Harness the expertise and passion you have for your subject, and enlist the help of someone else to pull it all together if necessary.
There are a number of other reasons that people come up with for not wanting to blog, most of them follow similar logic to the above, but the fact remains that blogging is good for business and getting in the habit of blogging regularly will return dividends.
If you’re not sure where or how to start blogging, click below to request a free consultation with our Content Marketing team and we’ll work to formulate a blogging gameplan together.