As businesses become more aware of the value of blogging, more of them are doing it. Specifically, business blogs allow you to
- have conversations with prospects and customers;
- brand your organization through content; and
- create and control your own messages. (This is by far the most valuable offerings of blogs!)
Even though blogs are growing in popularity, and even if someone suggests that you start one, here are five questions you need to ask before starting. By answering the questions below, you will have an honest assessment of your business blogging readiness as well as the beginnings of your blogging strategy or blogging business plan.
1. Why are you blogging?
This is by far THE most important question you need to answer. Do you want to blog because everyone else is doing it? Or will it actually add value to your business and marketing efforts? If you can’t answer this, then don’t do it.
2. What are you going to blog about?
It is imperative that you give this much thought before you begin. Remember, selling directly on your site is a no-no. So, what then, are you going to blog about. Check out other business blogs to get ideas.
3. Who is going to blog for you?
If you are not currently blogging, please hear me when I say that blogging is VERY time consuming. If you are a one-man shop and writing is not your thing, don’t do it. If you are a small operation and don’t have staff to spare, you can either assign someone (please pay them) or contract a blgoger. If you are a large organization and have not yet started, consider adding blogging and social media to your marketing plan, and then decide which department(s) will be responsible.
4. When are you going to blog?
After you have chosen your blogging team (even it’s just you), you then have to decide how often content will be created. Different people say different things; however, I personally recommend at least once a week. This will not only help attract an audience; it will help you create a consistent blogging schedule.
5. What type of blog will you have?
You don’t just have to write your content. Blogs come in different varieties – audio blogs (podcasts), photoblogs, video blogs (vlogs) and micro blogs (Twitter and Tumbler). You can select one or all of these options.
Above are just a few things you need to consider before you start blogging. Be sure to really assess your interest, reasoning and readiness to blog for business. The answers to these questions will become the foundation of your blogging strategy or blogging business plan.
Have you started a blog for your business? How is it going?