4 Ways to Know if You Need Blogging for Your Business

Feb 6, 2015Digital Marketing

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Last week, the prominent blogger Andrew Sullivan announced his retirement from blogging. Also last week, I advised a client that he does not need a blog for his business. What else happened last week? I returned to blogging.

Let me explain why.

My relationship with blogging was similar to my relationship with the gym, an on-off kind of relationship. I started blogging since the early 2000’s. I never built a reputation for myself as a blogger; I took long breaks between posts, kept changing my blog name and experimented with different platforms, didn’t focus on one niche, nor did I ever attended some of the bloggers’ events I was getting email invites to.

Nevertheless, I followed different blogs on various subjects and made sure to read many of them on a daily or weekly basis. In about 2009, I noticed a shift from some of the bloggers I used to follow moving away slowly from blogging toward other publishing channels — and that number increased each year.


So what happened?

Well, social media happened!

With the rise of social media, a new easier and more convenient ways of publishing and expressing your opinions and news emerged. It is much easier to post on Facebook or tweet than actually writing a blog post. Not only it’s easier for the writer, but it’s even more convenient for the readers themselves to read, share, and comment on your writings. And the best part is for writers, your readers are already there checking updates from their friends, reading the latest news, playing games. They don’t have to click a link and wait for a new page to load. All you have to do is write and hit the send button. They can even simply tag their friends or just “like” it and others will see your posts. And when you don’t have anything of a substance to say, you can simply share photos or links from other publishers. This is why more and more people who used to blog started relying on social media as their sole publishing platform.


So why am I blogging again then?

Here’s why. The same as in SEO, blogging is not really dead yet, it’s simply losing some of the prominence it once had. Blogging now may not be the best platform to express your opinions as it once was, but it can be a very important tool in your integrated marketing efforts.


How do you know if blogging is for you?

Here’s a simple way to find out:

1) Who are you targeting?

Do your target customers (readers) care about reading from a blog?

Sure blogging is not only about written text, you can add photos, videos, and whatever media you want. But the fact is, if the people you’re targeting are more interested in images and photos, then you’re better off relying on other platforms like Instagram, Pinterest, Twitter, or Facebook.

If you are not sure if your target audience like to read from a blog, test it. There’s no harm in doing a couple of months of testing. You don’t need something fancy, a simple WordPress — or even on some of the other more basic platforms, like Blogger or Tumblr – will do. Publish one article per week and keep reviewing the results. Change your topics or the way you write, experiment with headlines, try different ways to market it and see what works and what doesn’t.

2) Do you have the resources to maintain a blog?

And by resources I mean two things mainly, time and the know-how.

You need to make time, not only for writing, but also for researching, proofreading, marketing (SEO and social media), and moderating comments. Don’t be fooled, all of these things actually consume some of your, and your team, valuable time. If you are busy and there isn’t big value from blogging, maybe blogging is not for you.

[bctt tweet=”For a successful blog, you need to make time. Not only for writing, but also for researching, proofreading, marketing (SEO and social media), and moderating comments. ” username=”GusYounis”]

Also, who will write the content? Do you have someone with an experience in writing? Keep in mind that it’s not only about writing information, it’s also about the way you write it that can make or break your blog. Doesn’t have to be a professional writer; most of the people who start blogging are not, at least someone who can articulate well in writing.

3) What are your goals for creating a blog?

What is it exactly you’re trying to accomplish by blogging? Is it just a press release publishing platform? Are you going to use it solely to promote your products and services? Will you try to convert readers into customers or just use it for brand awareness — or both? Are you trying to use it to improve your search engine ranking? ..Speaking of which:

4) Will your blog bring you value other than content marketing?

Will you be using it for SEO, affiliate marketing, PR? Explore the possibility of what blogging can do for you other than just publishing content.


Copyright © 2019 Gus Younis