I do a lot of business writing. It’s what pays the bills. And one of the topics that I find that my clients are interested in is business blogging. For many, it’s a complete mystery.
I’ve found that the typical business owner or leader is either completely baffled about blogging or is terrified about doing it. Some just don’t see the point, but most just see it as an enormous amount of work.
But then I ask them, “What do you read online?” And to the person they come up with a list of things that they read daily. Some of the sites are focused on their industry. Others are general interest. And there are always at least one “hobby” that they follow, at least if they’re honest or I probe long enough. They tell me that they’re reading “news,” but what they’re really doing is reading blogs.
“But I don’t have enough to say in a blog,” they tell me.
“Really? When you get together with someone else in your industry to you run out of things to talk about?”
No, they don’t. They find their industry, their customers, the problems and issues that they all face, as endlessly fascinating. That’s why they’re in business. And that’s what they need to blog about.
Most business leaders who don’t see the value of blogging think of the practice as just another way to talk about their product or service. They don’t see it as a way to share information about their industry, the problems that their customers face, success (and failure) stories, and sometimes, just something odd or funny that happened.
So why should you blog for your business? To provide value for your customers and prospects and to engage them closer to you. If you’re an industry leader, someone who really has something to offer, then you’re someone that is worth doing business with.
How much would it be worth to your business to have thousands of prospects, customers, and industry leaders visiting your site every day?
On the other hand, if you have nothing to say, why should I do business with you?
I know that blogging, writing, is difficult for many. Some hire me to write their blogs outright, as a ghost writer. Others bring me in to train their staff on how to write for their blogs or to improve internal communications. And others use me as a consultant, to help shape ideas and build their editorial calendars. And for those who make a commitment to business blogging, I see amazing things happening. Over time, they find that they are opening new conversations with their own customers. They are also finding that their employees are getting involved and getting excited about sharing what they know, what they do. And for those who keep it up, they find that blogging is more effective than mucking about with keywords and tags at bringing in traffic. But not just traffic: their blogs bring in qualified, engaged visitors.
That’s why you need to blog for your business.
