Is Blogging Essential for Your Business's Customer Attraction?
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The Necessity of Blogging for Companies
When it comes to whether a business needs a blog to attract customers, opinions vary widely. Many executives might affirm the necessity of a blog, but only a fraction truly understand how to leverage it effectively. Research shows that around 80% of blogs fail due to a variety of reasons, including:
- Lack of a Unique Selling Proposition (USP)
- Insufficient enthusiasm for content creation
- Limited creativity in topics
- Failure to provide value to the audience
The reality is that blogging isn’t universally beneficial for every company. As the owner of a communications agency, I sometimes advise clients against starting a blog, even if it could generate revenue for me. While a blog can be a useful tool for attracting prospects, it isn’t a guaranteed success. Often, businesses may find greater benefit in alternative content marketing strategies.
When Should You Consider Starting a Blog?
Before diving into the specifics of blogging, it's crucial to understand why companies opt to maintain a blog. The primary function of a blog is content marketing. Organizations and individuals write articles on topics that interest their target audience to draw in readers, ultimately converting them into subscribers and customers.
To make a blog an effective acquisition tool, it’s important to select relevant topics and present them in an engaging manner that doesn’t feel overly promotional.
Unfortunately, many businesses misuse their blogs by:
- Continuously posting updates about their products, which few will read.
- Introducing their team in a way that fails to engage the audience.
- Publishing content that is irrelevant to their core audience, leading to low readership.
Such content often lacks searchability and isn’t appealing to the general public. It might be better suited for a newsletter or alternative content marketing methods discussed later.
Three Scenarios When Blogging Makes Sense
Your Topics Are Frequently Searched Online
If your products or services align with topics that potential customers are actively searching for, a blog can be a valuable asset. Customers typically discover blogs through search engines like Google. Thus, selecting the right topics and optimizing for SEO is essential.
For instance, a cooking app focused on the keto diet could share relevant recipes, while an audiobook app could provide monthly recommendations. Similarly, a financial advisory app might discuss current stock trends.
Just yesterday, I evaluated a prospective client's blog for a white-label app focused on preventive healthcare. Although they published articles on fitness exercises, these topics didn’t resonate with their primary audience—C-level executives and HR professionals—who are more likely to search for ways to enhance employee satisfaction or corporate culture.
You Can Showcase a Project Portfolio
Some products or services demand extensive explanations or social proof to convert prospects into clients. A blog can serve as a portfolio, demonstrating your work and building trust.
For example, if you run a logo creation service, you could feature recent projects and share insights on the design process. This approach works effectively for services that require significant trust-building.
Your Niche Lacks Sufficient Explanation
Oversaturation is often overlooked in blogging. If you’re in a crowded field, like social media marketing, starting a blog may not be the best strategy. However, if you operate in a niche with less competition, such as DIY mobile phone repair kits, there may be opportunities to create valuable content.
It’s important to assess the competition. Are there many existing blogs covering your topic? If not, consider developing a blog focusing on a specific aspect of your industry.
Alternatives to Blogging
Creating and maintaining a blog is no small task; it demands considerable time, energy, and expertise. If you’re a busy CEO, you might find it impractical to allocate time for blogging while managing your business. If blogging isn’t feasible, consider these alternatives:
- Leverage LinkedIn: Utilize LinkedIn to publish articles or start a public newsletter. You likely have a network that can amplify your reach.
- Engage in Active PR: Share relevant news with media outlets to expand your audience and enhance your brand's credibility.
- Guest Posting: Contribute articles to other blogs or podcasts, gaining exposure without the need to build your own platform.
- Create a Newsletter: Always have a signup option for a newsletter to convert visitors into subscribers. This can focus more on your company’s features and updates.
Driving customer engagement is crucial, and while blogging is one route, it’s essential to evaluate if it aligns with your business's capabilities. If not, explore other content marketing avenues to achieve your goals.
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Video Insights
To further explore the necessity of blogging for digital product sales, check out this video:
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