To blog or not to blog?

When I’m discussing websites with clients the conversation will at some point come round to the subject of blogs and blogging. There are three common questions that often come up, so I thought it’d be useful to write a short post that attempts to answer them, here goes!

Should I set up a blog?

So the first question is usually “should I set up a blog?” Well, a blog can be a really useful marketing tool for your business, but like most marketing activities it only works if you plan it properly and you’ve got the time and energy to dedicate to it.

Writing fresh, relevant content on your blog takes time but it can score you brownie points with Google and help to improve your website’s visibility.

If you use your blog as a way of showcasing your knowledge and expertise you could also find yourself attracting new customers.

What should I write about?

The next key question is “What should I write about’, and this one really depends on your marketing strategy. Without a little planning a blog can quickly become a bit of a dumping ground for random thoughts so before you do anything try to think about:

  • who you’re going to write for
  • what you’re going to write about

For instance, if you’re a small business you could use your blog to try and attract new customers by addressing some of the key issues they face in their day-to-day business activities.

Hints and tips and “how-to” articles (or posts as they’re commonly referred to) can be really useful. They give potential customers something of real value and they can help to establish you as an expert in your industry.

People will want to know what to expect from your blog so try and keep your posts focussed. If you’ve been writing “how-to” posts try not to go wildly off topic and post about the new Mercedes that Frank in Accounts has just bought, even if it is a beauty.

Remember, always consider how valuable the information in your blog posts is for your target audience.

How often should I write?

Like most marketing tools if you let your blog collect dust and spider’s webs it will stop being useful.

Blog posts are usually date stamped so if you haven’t written anything for over a year it’ll be obvious to anyone who visits your website.

Professional bloggers are likely to write and publish posts every day. No one really expects a small business to blog that frequently but if you can set aside some time to write two or three articles a month it can make a real difference.

So I hope that just gives you a little food for thought if you’re thinking of adding a blog to your website. As usual, if you’ve got any questions send me an email and I’ll be happy to answer them.