Told with some help from Will Ferrell.
When people ask us if they should have a blog on their website, they aren’t usually expecting to hear “Well, it depends.” Do I think blogs can be beneficial to businesses and websites? Absolutely. But, not all businesses have the resources- that is, time- to blog consistently and run the business. Like anything, if you know that you don’t have the time/energy to commit, then it’s best to leave it alone. Sticking to a consistent schedule (even if it’s only once a week) is kind of important for followers. Recently, I’ve gotten hooked on this awesome podcast (it’s actually 70% of why I watch the Housewives in the first place), and it only took me a week to decipher the schedule (not that it was particularly difficult). Every Wednesday on my commute home, I look forward to listening to the podcast that discusses Real Housewives of Orange County. And, because Ronnie and Ben have a consistent schedule, it’s become part of my weekly routine. Wednesdays are my favorite days of the week. It’s going to be tough when the season ends.
But if you can commit to something consistent and relatively frequent (once a month probably won’t cut it), then yes, a blog can do wonders for you. Here are some unique ways that a blog can do wonders for your business:
Prove you know things.
I don’t mean this in a “I’m kind of a big deal…People know me” way or by spontaneously shouting things like “I party with John-John Kennedy!“, to go back to the Housewives (get it together, Sonja). Sharing industry knowledge shows that as a business, you know what’s what (even if, like Sonja, you may not always know who’s who). Employ the Internet has an excellent, easy to digest article all about this subject. If you’re in the tech industry, sharing information about new releases, recalls, or innovative ways for people to use devices demonstrates that hey, you know a thing or two about this whole technology business. Plus, you’re even willing to share that knowledge with other people.
But hey, won’t people just take my information and do their own thing? There is always that possibility. But, most of the time, people will read your blog and feel a bit daunted about going out and winging it on their own. Or, feeling confident with the wealth of information they’ve acquired, they roll up their sleeves and realize “Oh wait…this isn’t nearly as easy as I thought.” Either way, they’ll most likely remember you as the original source of their information and contact you for help.
They aren’t just a “one and done” deal. You may think that nothing on the internet is permanent, but as this lesson in Twitter shows, old content that you may thing has disappeared isn’t necessarily gone forever. A more relevant example comes from our own blog. The posts that gain the most attention are those that were written a couple years ago (and this is without any extra sharing or extra promoting on our part). Nicole’s 2010 post on Mailchimp vs. Constant Contact is still in our top 10 most visited pages. This particular breed of posts (referred to in this Hubspot article as “compounding blog posts“) are basically golden eggs of a blog. While they may not directly be making you any money, they have a snowball effect that picks up as time goes on. That being said, blogs are not necessarily the place to go for instant gratification. Compounding blog posts start off handheld snowball size- you aren’t coming out of the gates with a boulder sized snowball.
Not all of your blog posts are going to compound. According to Hubspot, 1 in 10 blog posts will compound rather than decay. Generally, a compounding blog post has a title that mimics something people would search for (think about it: people trying to decide between Mailchimp and Constant Contact are probably going to search for something like “Mailchimp vs. Constant Contact” in a search engine) and cover topics that are “evergreen.” There should be a balance between hot topic ideas (those that are highly relevant now but will probably fizzle out within a month) and those that’ll withstand the test of time.
People feel like they know you already. Curious people visit websites to do some research prior to making a purchase. In fact, according to this article from Forbes, 33% of millennials consult blogs before purchasing decisions (unclear whether this is a blog written within a business itself or by third parties offering reviews). According to this article from Hubspot, blogs are in the top 5 for trusted online sources. As time goes on, people view advertisements as quick stories or clips, while blogs are seen as more authentic, like a peek behind the mask. When in perusal mode, a blog is often something potential customers use to put out feelers for a business. Speaking from personal experience, I’m usually on the lookout for things like tone (Is it friendly or didactic? Does it match what one would expect for their particular industry? Do they seem like they’d be approachable in real life?), topics (Do they write about the same thing all the time? Are they providing helpful material?), frequency (When was their most recent post?), and of course, the writing itself (words, syntax, the whole nine yards).
We’ve gotten emails from people saying “Hey, we’d really love to work with you on X. I read your blog, and you seem like you’re fun to work with!” Oh…and we know what we’re doing. My point is, many of these people have never met us in real life, so they went to our blog for recon.
No matter what your industry, blogs can bring in business. You just have to think a little outside the box…and be patient.