Does My Company Need a Blog?

 A giant question mark in a field wonders if your company needs a blog.

Probably. It's a great way to keep your site fresh. Google likes it when you update your site, so new blog posts are an easy way to add new content. So if the rest of your website is fairly static, you definitely need a blog.

I'd say the only reason your company wouldn't need a blog is if you already have more business than you can handle and you don't want more potential customers finding you.  I'm not just being sarcastic here. Amazon.com doesn't have a blog because everyone already knows about them.

But chances are that your company name isn't a household word and you need a company blog.

But I don't know what to blog about.

That's fine. In fact, you're probably better off that way. I've seen some company blogs where the CEO treats it like their personal blog. They build websites, so use their blog to write about the latest technology. But guess what? No one cares what some random tech guy write about Twitter buying Vine. They can read that news in loads of other places.

If you want to write about things related to your industry, it might be more appropriate for you to do that in your own blog. Or in guest posts on other blogs that get your business exposure. 

Your company blog needs to be focused on content marketing. Your blog posts should be about the sorts of things that your potential customers will be searching for. What problems do you solve?

Going back to the web development company example, their potential clients are wondering: 

  • How do you pick a web design/development company?
  • What should my website include?
  • How much will it cost me to have a website built? 

So those are the sorts of blog posts the company should write. 

But I don't have time to write a company blog.

That's also fine.  Unless your company is Great Writers R Us, this is probably something you should delegate to someone in Marketing or outsource to a freelance blog writer. They can write faster and better than you can.

One potential client told me that it takes him four hours to write a blog post. I can't even imagine a blog post long or complicated enough for me to need even half that time to write it.

I'm not going to try to tile a floor myself because I just don't have the expertise. I CAN do it, but not as well as something with training and experience. It's the same with writing a company blog. You have a business to run. Let someone else worry about SEO and cranking out 500 words on how your company can solve their biggest problem.

So I'll just set up a free blog.

Wait, stop. If you set up a blog completely separate from your company's website, you're not going to get any content marketing benefits. Potential customers will find your blog posts, then will have to work to find your company website so they can give you their business.

Talk to whoever built your website and have them add a blog, fully integrated into your website. Just like this one is here. I built this site myself, so if someone who charged you money to build a website can't do it, then you need to hire someone else. (As an ex-techie, I can suggest a few good people, so let me know if you need a referral.)

So to sum up, your company needs a blog and it shouldn't hurt a bit.