There’s really only one kind of business that needs a blog: the one that has the time and expertise to maintain one. It might sound exciting and even fun to start a blog, but there’s a reason top-quality bloggers are in high demand and make a hefty salary.
Blogging isn’t just about being a great writer and having passion for the subject (although those offer a great start). It also takes determination, knowing how to analyze data, and being prepared to foster a community while converting readers into clients or customers.
Every type of industry can benefit from blogging, whether you manage a physical therapy office or own a doggie daycare. The trick is understanding your target demographic and having the right blogging skills.
Not all bloggers are writers (and not all writers are bloggers); some blogs depend largely on videos or images while others are merely “curators” and depend on their audience to supply the material. You might ask yourself, is blogging even worth it?
Signs you’re ready for a blog
Blogs are great for growing a business, whether you’re a brand-new startup or simply want to reach a greater sales goal this year. However, you should keep in mind that it’s not a sales platform; it’s a tool for outreach and engagement.
Blogs should be educational/instructional or entertaining (and in an ideal world, they’re both). Think of the blogs you enjoy, such as The Huffington Post, Mashable, BuzzFeed, or CakeWrecks. Each of these is rich with images, easily digestible, and has a great, user-friendly layout.
You’re ready for a blog when you’ve done your research and know the basics. For example, posts that come in under 500 words is key; you should know the ropes of SEO (at least with reference to linking and keyword choices); and you’re committed to blogging at least three times a week.
You should also be a great writer and video creator, curator, or photographer in order to keep the quality up to snuff. If this sounds like a lot of work and skill, it is … which is why hiring a professional blogger is usually your best choice.
No blog became an overnight success, and you will face a steep learning curve. There will be times when nobody reads your blog, let alone comments, and that will make you want to give up. Blogs require perseverance just as much as starting a company, so don’t go into it half-heartedly.
You know you’re ready to blog when you’ve created a list of topics as well as their SEO keywords, have spent time developing an attractive platform, and carved out time in your business day to dedicate to it.
So which businesses need a blog? The ones that have a quality blogger at the helm. Whether that’s you or a hired expert, just remember that almost nobody out there — and that certainly means your competitors — has found successful blogging easy.