I read an article the other day about the reasons to blog and not to blog. Many SEO companies and individuals will recommend blogging as a way to enhance your search engine rankings. What is better than fresh content for your site? And what is easier than a blog?
Unfortunately, while it is true that you will add a boost to your SEO, if your passion is not in the blog, you won't make the time to keep your blog up to date!
So, what are the best reasons to write a blog? It really comes down to a few things:
- You are passionate about the topic.
- You are establishing yourself as an authority on the topic.
- You are contributing to furthering the education of your clients and potential clients.
Remember the book Do What You Love and the Money Will Follow? The core of the book and the core of your blogging activities are essentially the same. When you have a passion, you want to tell others about it. You want to share tips and insights that will spur people on to join you in the activities related to your blog. They will come back to your blog time and again because your posts speak to them.
There is no doubt that a blog will help your search rankings. But what happens when your blog suffers from lack of attention and new timely posts? Well, when you are evaluating a company, and you see a dormant blog (nothing having been posted in a loooong time), what runs through your mind? Is the company still in business? Is the company so overloaded that they can not maintain something that is a passion? Does it bring about the thought that you should look at competitors? All of these are possible outcomes when investigating a potential new service or product provider.
When you blog for the right reasons, you will produce a great blog, regardless of the topic, because your passion will show through your writing.
I can hear the comments coming ... What about outsourcing your blog, won't that work? What about the need for fresh relevant content, if not a blog, then how do I do that?
It takes me, on average, 2-3 hours to write a blog. I am passionate about what I write. To obtain that same passion from an outsourced blog writer, I need to convey my passion and vision of who I am trying to reach with my blog to that person. All of this takes time, my time. But the payoff is a great blog with a similar voice to the way I write, right? If you have a good and ethical ghost writer, yes. If not, you could be paying for crap that will undermine the authority you have built with your blog.
When was the last time you looked at your own blog? Is it more than 6 months out of date? If so, you may want to think about breaking the link between your corporate site and your blog. If it is part of your site, then you may want to think about hiding the blog until you have some time to generate enough posts to release a blog each week, for a minimum of a month. That will give you the time you need to continue writing and provide those interesting tidbits and helpful information without a gap in posting!
And if you are in a bind, contact Owe Web Company. We will take the time to work with you to produce high quality blogs that speak with your voice to your customers and potential customers.
But the bottom line to having a blog is this: you do more damage by not maintaining your blog than you do by not having one!