To Blog, or not to Blog, that is the question.

To Blog or not to Blog?

Recently I was discussing an interesting topic with a colleague; should every one blog? If you are in the web design or search engine optimization (SEO) industry you know the benefits. Blogs are a great (and cheap) way for companies to easily communicate with customers. Search engines love blogs; it is a major component to many of the SEO campaigns we initiate. Much of the news and information we get these days come from blogs. So the question remains, should every one blog? My answer is NO.

In a frenzy to “stay current”, clients come to me and ask how to start a blog. I generally have a few questions I ask them:

What is the purpose of this blog? The first question is easy. “I read that we can provide information about the business and offer another line of communication with customers.”

What will the content be? The first hesitant answer generally is to the second question. “Well, we can talk about our business and our latest news, I guess.”

Who will be responsible for updating this blog? The third question is the most uncomfortable. “Well, I can put the content up, and my assistant and ummm.”

The reality is sometimes it is better not to blog. If you have the content and resources, it can be a great asset for your business. Many small business, especially these days, just don’t have the time to create content. If like many blogs (including this one:-) you don’t keep it updated, it doesn’t really serve its purpose.

This rant doesn’t even address whether or not a blog fits the company’s business model or if a business is ready for this type of communication with the customers.

I would really welcome feed back on this topic…I could be totally wrong.

2 thoughts on “To Blog, or not to Blog, that is the question.

  1. A lot of good points. We have built web sites with blogging functionality for clients and a lot of times they are under utilized. How we will be offering classes in the near future that will help out a lot in this area. That being said it’s interesting companies don’t even blink an eye at producing a print newsletter that has no real interaction what so ever and can cost so much more.

    Blogging, I fear, has also suffered a perception issue in which most people think a blog is either an unprofessional tool for pouring out personal feelings or something where you have to write in the thesis style we leaned in school with an intro, 3 points and a conclusion.

    let’s face it the term “blog” sounds goofy and unprofessional. I wish we could just say web post, e-article, or some other less “cute” phrase.

    It’s not that search engines are looking at blogs per se but rather consistent content updates that others are linking to.

    I’m just as happy seeing short one or two sentences about a new special offering, a reminder to prepare for an upcoming event or just basic press releases. Insightful articles that can inspire people to take action and/or build community are great but they don’t always have to be the content of what we call a blog.

  2. Patrick, thanks for the comment. I totally agree that “blog” has an unprofessional connotation to many these days. Do you mean short, one or two sentences, like Twitter? 🙂 I am with you on that as well.

    Thanks again!

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