When should you start your own blog? | Weboptim

Experts say that a blog can be a cure for almost any online woe - increasing website traffic, expanding your audience, boosting engagement and strengthening your position.

Many people think that creating a blog and adding it to their website will solve all their problems. The power of a good blog can indeed be a great help to a (good) website, but only if used correctly.

When not is a blog the right form of content marketing?

Some examples of when blogging is not an effective investment:

1. we are the market leaders

There are big companies whose brands are known by almost everyone (e.g. Amazon). For them, blogging has only negligible benefits. Let's see why:

Traffic: sites of this type don't really care about the traffic to the site. People who like the brand's products will buy anyway, whether they have a blog or not.
reaching an audience: to order these products you don't need a blog at all.
elkötelezettség: it doesn't matter if their products are available online or not. Customers will come to us anyway.
authority: users are not usually looking for a blog when they type in search terms. Therefore, if there is little competition in your field or if you are the best known brand, you can skip blogging.

2. there are better ways to reach customers

A blog can be an excellent way to to reach new customers. When we're making dinner and we need an ingredient, for example, we go to the nearest shop. Even if the next nearest shop has a fantastic blog, we won't go there in such cases. However, if, say, they give us a special offer coupon, we might go there in a less urgent case.

The different types of shops using various techniques can reach customers. If we see that offers are spreading more via email or social platforms than through the blog, it may be worth investing more in them.

Of course, all this doesn't mean you shouldn't create your own blog - if you see only a small increase in traffic through other channels, start one.

3. information about the business is confidential

If you can't talk about what your company does, a blog is probably not a good solution for you. This is the problem most of the time state-owned companies, political camps and similar companies.

4. we want to overtake everyone by driving carefully

The world is full of thought leaders, but do we have time to complement them?

Most people do not have the time or energy to become a committed thought leader. A blog is a way to show what you are strong at, but if you don't have someone to write blog posts that complement your existing core knowledge, it's not worth getting started.

Many people create "10 reasons.." type content that is useful for readers who don't have time to find the source, but not a good content marketing strategy for company blogging. Instead, focus on your social media line.

5. the website is all about up-to-date content

A news site (e.g. BBC) doesn't need a blog, because readers expect what they read to be fully up to date.

6. our business is actually offline

If you are successful offline, you can stay offline.

When is it worth start blogging?

5 key reasons why a blog can be an integral part of your content marketing strategy:

1. we want to increase the traffic to our website

The basic wisdom is that the more pages you have, the more chances you have to rank well. But this is not the case. The more good(!) the more content we write for the blog, the more opportunities we have to reach potential customers through different channels.

2. to expand our target audience

If the content is really fantastic, people will find it and share it. We can also get some potential customers; people who haven't heard of us before.

3. we want to get in touch with our customers

The blog is a great place for people to ask questions, share ideas and experiences. All of this helps us to get to know our customers better, and through comments we can also increase engagement.

4. we want to add something to the debate/discussion

We can give visitors a new perspective - share your own interesting story. At the same time, we can build our own and our company's reputation.

5. we want to invest in the future

Content marketing is a long process, so the results from blogging may not show up until later. But a blog is an opportunity to get your company's message across, right from the first post. Always keep this in mind.

What is the point?

Don't start blogging because someone told you to. A blog is a big investment and maintaining it is not an easy task, it is a lot of work. But it can bring you countless benefits.

Source: moz.com