The company’s blog can become a voice for your brand and an effective communication channel. Or it can cause headaches, consume a lot of time and budget, and does not result in any results. Here are five reasons that may make you not need a company for the company after all.
Reason 1: Time shortness
It takes a lot of time to run. The company’s blog that contains content is published several times a week requires no less than an editor, content manager and one dedicated coordinator chasing everyone and pushing them to share materials. Let us face it – no one wants to share the materials; They simply do not have time to do an additional task.
Unlike one -time projects, the blog requires constant attention and regular updates. Employees who have valuable information will need to allocate 2 to 5 hours for one part of the content (collecting information, search for project data, and obtain approvals). If you are not ready to invest this type of work time for your main employees, do not cost yourself the trouble of creating a blog. Random blogging and unexpected will not lead to results.
Reason 2: There is no way to measure effectiveness
To determine whether the blog meets its goals, you need to determine the goals and standards that must be followed clearly.
The in -depth analysis will reveal to each post a post whether the topic is echoed by readers, whether the content and form attract them, and whether it ultimately leads to purchases. This means tracking standards such as:
- The depth of scrolling (the number of people who see the entire publication),
- Achievement rates (how many readers who read the post carefully to the end),
- Return rates (visitors who leave within 10-15 seconds),
- The loyalty of the audience (positive comments or posts).
These scales collectively indicate the power of communication between the reader and the blog (and therefore the brand).
If you do not have ready analyzes, clear goals, or someone watching them, don’t even start.
Reason 3: No one can write
Finding an experienced ads authoring a good and understanding business is a real challenge. If they can also analyze performance and deal with adjustments without frustration, they are a rare jewel.
Such rare gemstones often burn, change their functions, or require higher wages. Then you return to the first square. And if the blog becomes inexpensive while searching for alternatives, it is better not to start at all.
Reason 4: Do not understand your target audience
Without clear answers to the questions: “Why do people read this?” And “What are the problems that the blog should solve?” It is impossible to create related and attractive content that makes readers return again.
If you start your company for your company “just” or “because the competition has one”, don’t worry.
Reason 5: There is no unique content
The good blog should feel “alive”, with content that arouses attention and does not give the impression that everyone is writing about the same.
Of course, most themes you can have have already covered on different platforms. It is difficult to achieve absolute originality in each post, but you can find your unique approach.
By the way, the uniqueness of the content is a top priority for search engines as well. Therefore, this factor will also affect your blog’s ability to attract visits.
But if you are still committed to blogging, here are some unconventional tips:
Tip 1: Deal with your blog as a platform for experiments
Instead of a traditional content strategy that focuses on search engines (SEO) and promoting products and services, use the blog as a space to test hypotheses. Each post can be more than just an article, it can be an experience to test new ideas.
Some companies may focus on publishing materials that create potential customers, while others may use the blog to share knowledge and experience.
Tip 2: Think about the blog as a dynamic product, not as a fixed resource
Instead of dealing with the blog as a digital library, it is updated periodically, convert it into a dynamic resource. The content can take short stories, reports, or emotional certificates (yes, you know what we are ashamed).
For example:
address: Step 3: How do we improve customer service – direct update
“We often talk about the importance of customer service, but this time, we decided to show you updates in the actual time. Today, we launch a new feature: interactive chat for quick help. Initial comments have already led to changes – we received yesterday 35 messages, included 8 Including suggestions we started to implement immediately.
Tip 3: The blog can serve both the external and internal fans
The blog is a platform for building a brand awareness, not only among customers, but also internally to enhance the company’s communications.
Participation in creating blog content can be a reward or non -cash incentive: employees who write articles on behalf of the company put themselves as experts and develop their personal brands. In such cases, employees are likely to take the initiative themselves, and the content provided is always more attractive and vibrant.
The blog can also attract potential employees. Use the platform to talk about life in the company, growth opportunities through “success stories” that are listed in the speaker format, and the advantages of work within a professional team. Let the blog work for both sales and the business owner.
Tip 4: Use the blog as a comments tool, not just to promote
Make it space for open dialogue with your audience. Use the blog to discuss challenges, share errors and collect ideas from readers. This approach enhances communication in both directions.
