Some companies should give up on blog writing and kill their blog.
SEO content marketers (myself included) agree that blogging for B2B and B2C companies is a smart SEO and customer engagement move. Blogs are great for marketing and lead generation. Google and Bing reward strong resource sites. Sounds like a win/win – right?
Well, not always.
We’re pushing the blog, blog, blog mantra so much that we forget a rarely talked-about fact: Not every company should blog. In fact, blog writing could be taking budget and time away from things that drive more revenue. Here are five times when folks should back away slowly from their blog – and never look back.
- The “no time, no budget” scenario. Too busy to blog? It’s easy to say “outsource it” except for one little thing – outsourcing costs money. If you can’t find a quality writer for your budget and your team doesn’t have time, put blog writing on the back burner. It’s better to have a top-quality blog that you’re proud of than a crappy blog that doesn’t help you (and you’re ashamed to show people.)
- The “hate to write, no budget” scenario. Some folks can’t stand to write. And it shows. If this is you – and you honestly have no other available resources – please do yourself a favor and let your blog go. Instead, focus your energies somewhere else. For instance, I know a few ex-bloggers who love sending tweets. There’s not as much pressure to write the “right” thing when you only have 140 characters to work with.
- PR insists that the blog should always promote your product or service. Blog writing is different than sales writing. You’ll allowed to be a little more casual and a whole lot less sales-y. If PR (or someone else high up on the food chain) insists that all posts should push your product or service, it’s time to reconsider your blogging fantasies. Yes, blogs can certainly help soft-sell what you offer. Sure, you can throw in the occasional sales message. But your main blog writing goal should be to engage your readers and keep them coming back for more. Not hitting them over the head with another sales message.
- A blog doesn’t support your conversion goals. If you’ve built a sales or lead generation-oriented microsite, a blog would actually detract from your conversion goal (getting people to buy from or contact you.) Blogs are great for folks in the “research” phase of the sales cycle. If you’re only focusing on folks who want to take action now, stick to writing conversion-oriented copy.
- You’ve tried – you really have. But you aren’t seeing a ROI. There are scads of articles about what to do if people don’t like your blog content. By all means, see if you can “fix” your blog – an outside perspective can provide some fantastic ideas. But if you’ve given it a solid shot and it’s still not meeting your goals (and yes, that means that you have to set marketing goals for your blog) consider saying “buh-bye” to your blog. Especially if other marketing channels are making you more money.
Are there any other times when a company should walk away from their blog? What would you add?