When it comes to business blogging complaints – “I can’t write,” “I don’t have time,” “it doesn’t work” – we’ve heard them all before. Somebody call the wahhh-mbulance. Get over it and start blogging. You’ll be glad you did. (Keep reading to find out why.)
Now to debunk the four most common blogging misconceptions:
Blogging didn’t just pop up overnight. People have been blogging since the 1990s. Xanga and LiveJournal, two of the biggest blogging platforms, were both launched in 1999 and quickly adopted by bloggers of all ages. It’s accepted as a powerful tool to open a line of communication and share information with the rest of the world, and it won’t go away if you hide under a rock for a year or two.
And despite what you may think, many B2B professionals look to blogs to glean general industry-specific information that can’t be found in news releases. Look around you – many Fortune 500 companies, not to mention many of your competitors, have active company blogs. In fact, nearly 40 percent of US companies use blogs for marketing purposes.
Blogging matters (and will continue to matter) because it can actually generate business. According to a HubSpot study, B2B companies that blog one to two times per month generate 70 percent more leads than those who don’t blog at all.
There are plenty of statistics out there proving that your audience has a short attention span. However, these numbers apply more to your web design than your blog. It’s true that as websites are becoming more interactive and intuitive, visitors are becoming less and less thrilled with spending more than a few seconds on your homepage before finding what they came for.
But when site visitors come to your blog, they come with a completely different purpose. They come to gather and soak up information – not abandon your site at their first tiny twinge of boredom. That’s why it’s important to provide them with complete thoughts by shooting for 600 words. Two or three short, hundred-word paragraphs are simply not enough to define AND explain a concept. For your blogs to be useful to your readers, they need depth – examples, bullet points, statistics, photos, links, etc.
And in-depth content contributes to SEO. Search engines reward sites for the depth of their content by putting them higher in search results.
The point of blogging isn’t to win a Pulitzer – it’s to educate your audience. You may not have majored in English or Journalism, but you do have valuable industry knowledge and experience to offer. Nobody expects to you to be well-versed in both RFID technology and the latest Associated Press style rules. Besides, that’s what proofreaders and copywriters (like me) are for!
If your problems go beyond grammar, check out a few of our blogging tips for more help:
I get it – there are few business people, including you and me, who have tons of spare time at their disposal. It doesn’t shock me that the last thing you want to do with your spare time is write a 600-word blog. But it’s not as daunting as it seems. Remember, you’re the expert. You have plenty of industry-related knowledge and experience to share – and this information can come in the form of tips, stories, cautionary tales, suggestions, guides, anything.
A great trick is to tackle it in the same way that you would if a client or customer asked you to explain a concept via phone or email. For example, they might ask, “What are the benefits of implementing an RFID solution in my warehouse? Do they outweigh the initial costs?” How would you respond?
When you find yourself with a lack of time or inspiration, outsourced content marketing can come in handy. Content marketing professionals can provide well-written, in-depth blogs that relate directly to the burning questions, issues, news or helpful hints of your industry.
Not to mention, because blogging is a content marketer’s main job, they have more time to do so – and more blogs means more leads. According to HubSpot, companies that increase blogging from three to five times per month to six to eight times per month almost double their leads.
Do you have any other blogging misconceptions for SkyRocket to debunk?