Do established businesses *really* need to blog?
Business is booming! You’re not only doing well, but you’re growing - and exciting times are around the corner. Existing clients are loyal, and new clients are aplenty. What a fantastic place to be!
Firstly, congratulations! It takes A LOT to build up a business to these heights. However, secondly, I’m curious… how does your content marketing look now you’re doing so well? Have you slowed down on certain aspects because you’re doing so well, so it no longer feels essential?
Is your blog a neglected corner of your website now?
I see it so often – and I get it – when businesses are doing well, their blog is often one of the first things to neglect. Their social media is spot on still (lots of engaging and consistent content) but if you head to their website, their blog looks very different. Imagine a deserted wasteland with a tumbleweed going through. The remnants of the last blog post from April 2020… when everyone felt inspired to help and blog writing felt natural!
So, why do businesses stop blogging?
A couple of reasons (or a combination of the two).
you simply don’t have the time to develop the blog (and the blog strategy) so it falls down the to-do list (or your marketing team is busy focusing on more immediate tasks)
you think: ‘ah well, we are doing really great anyway, so it’s not that important… we can do without.’
And voila, we have a neglected blog on your website.
So is not blogging actually a problem… if you’re doing well without it?
Well, ask any copywriter or content marketer, and they’ll likely tell you that you NEED to blog. ‘Cos ultimately we want to sell our services, right? Yep, of course! We wouldn’t be here without you guys investing in us, of course.
BUT in this blog post, I will be as objective as possible and point out the scenarios where it is a very good idea to have an updated blog on your website… even if you’re doing absolutely amazing without it right now.
And then you can make your own mind up - because, at the end of the day, you don’t NEED to do anything. And you may be best to remove your blog from your website (there are plenty of scenarios where blogs aren’t necessary too!).
6 scenarios where blogging is still important for thriving businesses
Scenario 1: You have ambitious growth plans
Being successful often paves the way to new exciting opportunities! From scaling your business further to developing and adding new services, there are an array of things you can do to grow your business even further.
If adding a new service or developing an existing service is part of your growth plan, then a blog can play a vital part. Why? Because the topics you blog about can plant seeds before you even reach the ‘launch’ of this growth plan.
For example, say you’re a service provider who has spotted a gap in the market - it’s a niche you’d love to explore but it’s in the public sector. What content are you going to get out there on your blog to appeal to the public sector professionals you want to attract?
Scenario 2: You want to become an authority in a specific area within your industry
What’s your niche? What does your business do that is distinctly different from others? A blog is your opportunity to claim that space.
Of course, you can talk about it on LinkedIn, Instagram and other channels, but a blog is your permanent home to produce long-form, informative content that cements your brand as the ‘go-to’ in the industry.
A regularly updated blog signposts that you really know your stuff (above others), and that your audience can head to it to access all the latest in-depth info.
A regularly updated blog signposts that you really know your stuff (above others), and that your audience can head to it to access all the latest in-depth info.
Scenario 3: You want to maintain your authority over the long-term
If you want to be seen as the ‘go-to’ in your industry, you have to consistently educate and inform your audience on the topics that matter. However, it’s easy to think that if you’re already getting that client traction, why bother?
Now I don’t like to play the comparison game (it isn’t healthy in business or personal life!), but the truth is that your clients (new and old) will always compare - and so they should, that’s being savvy - whether in business decisions, consumer decisions or personal decisions. So say if you neglect your poor old blog, but your competitor is producing amazing regular content exploring the critical issues in your industry, it could be that clients go elsewhere.
“Just because of a blog?” you’re thinking. No, of course not. There are so many other factors that will go into their decision-making process. But a regularly updated blog can play a huge part in cementing the ‘trust’ factor because it essentially says ‘look here, we are the experts in this area’.
Simply, if you want to maintain your position of authority. you have to maintain the content you put out there - and a blog is a fantastic way to showcase your knowledge and expertise and reassure your audience you’re on the ball.
Scenario 4: You want more traffic via Google
A consistent blog strategy is vital if you aim to increase how many people find you via search engines.
Blogging allows you to authentically create a high volume of high-quality content that Google will love. And, if you do it smartly (i.e. gearing it around key phrases, words and questions people are searching for), you can soon increase traffic to your website.
Scenario 5: You want Google to know that you’re the go-to in the industry
As above, a key part of your marketing strategy could be to rank well on Google. But guess what? It gets better than that. Not only do you rank well as a one-off, but the more rich content you put out there (in the form of blogs), the more Google trusts you as an expert… especially over your competitor, who last blogged in April 2021.
Scenario 6: You want to add more value to your community and clients
How can you make your existing clients feel really special? Sometimes we tend to think we need to give them more - something unique because of being clients. But want to know a secret? That’s not always the case.
Yes, your blog is accessible to everyone - whether they’re a client or not. But what your well-written and frequently updated blog does is cement your value and expertise further in the minds of your clients.
A blog is a great way to add additional value to the paid support and services you already deliver to them.
The return of the blog?
Are you rethinking your blog strategy? Bursting with topics you know will go down a treat with your target audience? Or not sure? Whatever it is, chat to me about your blog, and we’ll work out an approach that works for you, your goals, your business, your brand - and your audience (of course!).
