You understand blogging is important for your business. You’re sick and tired of being told it’s important though, right?
An endless number of blogs about the importance of why businesses should blog are published with a ‘one-size fits all’ mentality.
Blogging is rubbed in your face with vulgar little catchphrases like – ‘your competitors are blogging, why aren’t you?’ – it’s truly infuriating and patronising.
At the risk of upsetting the world’s blogging contingent, those bloggers posting content on why businesses should blog, are doing so blindly.
Maybe so, but how often do you read a blog and say to yourself “well that’s OK for Joe Bloggs [pun intended], with his marketing team of a 100+ who have got the time to write blogs regularly.”
The ‘one-size fits all’ mentality
I refer back to my ‘one-size’ fits all mentality.
Many blogs aimed at encouraging businesses, like yours, to blog are reaching business owners, like you, who take one look at it and say: “Blog? I barely have the time to read one let alone write one. Nor do I have the resources.”
Don’t misunderstand me, I am by no means saying that blogs encouraging blogging are wrong, they’re useful to ‘a certain type of audience.’
However, I take issue with blogs that place all businesses in the same boat.
Let’s take a blog post that I recently read, published by Corey Eridon for Hubspot.
Now, I am a huge fan of Hubspot and their blog content is truly awesome.
This particular blog post caught my attention with the title – Why Blog? The Benefits of Blogging for Business and Marketing.
Having read the blog, I was left disappointed by its failure to differentiate between which types of ‘business’ this post would apply to.
In my opinion, the use of ‘business’ is too vague. It was only when there was talk of social media managers that I concluded this post was not geared towards small businesses such as my own.
Additionally, as a copywriter, the four points on offer to me about why I should blog were nothing new to me.
I would argue that any business that’s online understands the benefits of a blog and how it can drive traffic, convert leads, establish authority and drive long-term results, but I could be wrong.
Therefore, I don’t think the issue is businesses not understanding why they should blog, I think it is an issue with bloggers misunderstanding why some businesses don’t.
For instance, does a blogger targeting your business – one that doesn’t blog – know why your business doesn’t blog?
I put to you that it’s not because your business doesn’t want to blog or doesn’t understand the benefits, it’s because you don’t have the time, the resources or the skills in-house to do so, right?
For the attention of bloggers
Bloggers, myself included, we need to understand that there’s a reason why some businesses don’t blog. It could be to do with time or resources, not because they’re against it.
It’s time that blog posts stop lecturing businesses on why they should blog, they get that it’s important, so let’s try and stop reinventing the wheel.
With my small business hat on – ‘Why blog?’ posts are patronising. With my blogging hat, I urge bloggers to give businesses ways to blog when time and resources are short.
Here’s an idea! That time you were going to use to write a ‘why blog?’ post, use it to compile a service solution. For those business leaders reading, would this be a better solution for you?
Leave your comments. Critical and non-critical equally accepted.
Until next time…