Keep Calm and Blog On
Do you feel that blogging is a waste of your time, or the time of the internal resources assigned to write? Do you hear from management that because it’s neither client-facing nor directly related to sales that they just don’t think it’s necessary?
However negatively you or others may think about blogging, I’m here to shed some positive light on the subject.
Stats Show Blogging Helps Business
While this has been said before, it bears repeating: blogging is beneficial to an organization. In 2015, Forbes cited several reasons why companies should seriously consider utilizing their company blog. If increasing search engine traffic, building authority in your industry (i.e., establishing thought leadership) and increasing leads mean nothing to you, feel free to skip the post.
HubSpot cited indirect sales-related reasons for company blogs in this 2015 article. The sales process is not instantaneous, and any progress made toward sales — even if said progress doesn’t lead directly to sales per se — could only help an organization’s sales efforts. Not sure how your B2B peers feel about this? Here are a few more data points to consider.
Make Blogging Easy
If you don’t have a company blog on your website, consider establishing one immediately. Helpful hint: It helps to lighten the load on an individual or a department if blog writing is spread among a few good writers within a company. They don’t have to be content developers or essay contest winners, but they should be people who can express a point of view or shed light on a topic of interest. So, look around your company to see who would make a good author.
Writer’s block is real. People sometimes get intimidated when asked to write blogs. While that’s understandable, reassure them that you’re not asking them to write the great American novel. They just have to be able to convey their thoughts in a few hundred words. In addition, if they could find an appropriate image (read: not infringing upon a registered copyright), it would strengthen the readability of the piece once it’s posted.
Don’t limit your blog to staff members. You may find they’re stretched too thin to blog routinely or can’t always deliver the thought leadership content that attracts readership. Think higher. You may find that designating an upper-level executive such as the CEO, a CFO or similar ilk to your team of contributors can add an interesting level of strategic insights and perspectives to your blog.
Finally, if you’re not seeing a ton of comments and shares, that’s perfectly acceptable. As the Forbes article mentions, there are plenty of powerful reasons to maintain a blog beyond comments and shares. Assign someone to keep it going and always remember: Keep Calm and Blog On.