To blog or not to blog, that is the question.
There's no doubt blogging remains a popular way to market your business. According to the 2017 Social Media Examiner report, 43% of B2B marketers cite blogging as their most important form of content.
But blogging is not for the faint-hearted. Blogs are time-intensive and require discipline to maintain. And let's be clear: nobody is forcing your company to run a blog as part of your content marketing strategy.
BLOGGING IS NOT EASY
The resources required to blog well are going up. The average blog post racks up 1142 words, increasing from 808 in 2014, according to research from Orbit Media. That's 40% longer to be precise. Blogging is not a one-and-done deal.
The average time spent producing a blog post is also up by 40% over the past three years, at 3 hours 20 minutes.
One in eight bloggers are spending more than six hours producing each post.
Visual content is increasing in importance for marketers of all stripes.
So the direction of travel is clear: blogging is important but perhaps not as central as it once was. The time when having a company blog was standard issue is gone.
However, not to blog consistently is a missed opportunity for your organization. Here are seven reasons why:
1. Sharing Company SME
The practice of blogging on a consistent basis helps build, unearth, and share subject matter expertise within your organization. The more internal experts involved with your blog, the stronger the cumulative learning opportunity will be. It takes a village to blog well.
2. Staying Current
Blogs require research, and research involves staying aware of what is going on in the world. Maintaining a company blog that is updated consistently keeps you and your business abreast of what's new in your industry and in the world.
3. Making Connections
The process of blogging will require you to make outside connections that you wouldn't otherwise. You reach out to an industry expert for comment on a story. You contact an organization that you're referencing for permission to use photography. You interact with a multitude of people through social channels as you work to promote your piece once it goes live. Blogging is great for networking.
4. Stating the Case
Blogging requires you to argue the case for whatever point you're making. But be prepared to be surprised: the act of arguing something out sometimes leads you to a conclusion that is more complex or nuanced than where you started.
5. Simplifying the Theme
To blog well, you need to distill your industry topic into a language that is relatable to your audience. That means simplifying your explanation. Convoluted explanations on complex topics will not gain traction.
6. Sparking Conversation
The act of publishing invites conversation, challenge, and dissent. Be prepared to justify your opinions, while staying open-minded to other points of view.
7. Developing Momentum
Once your organization is in the habit of consistent blogging, the practice of content creation will develop a momentum of its own. Regular blogging is a great way to get your business into a content creation groove.