do you really need a business blog?
TRANSCRIPT
Do you really need a business blog?Niamh Lynch
Superpixel, September 21st 2016
● When you should create a business blog - and when you shouldn't
● How to judge ROI - essential for a business blog
● How to decide if you should keep an existing company blog
● Alternatives to blogging if you decide it's not for you
Aims
Blogging...
...a silver bullet?
The internet says...
● Marketers who prioritize blogging are 13x more likely to enjoy positive ROI
● Companies who blog receive 97% more links to their website
● 45% of marketers say blogging is their #1 most important content strategy
● Websites with blogs have 413% more indexed links
BUT… only if the blog is WORKING!
Should you blog?
● If it will take herculean effort and time, should you blog?
● If you can’t really write, should you blog?
● If your niche is overcrowded, should you blog?
● If your blog is not going to bring in revenue, should you blog?
Starting a new blog
Why start a blog?
● Entertain*
● Inform
● Educate
● Inspire
* On that note, are you sure you’re really that funny?
objectivesessential
are
specific
Easy● Personal Growth
● Educate prospective clients
● DIY public relations
● Engagement
● Trials (software, services)
● Downloads
● Authority/social rep
● Visibility in search rankings
Medium
● Sales
● Leads
● Visibility in search rankings
● Visits and long term return visits
Hard
Remember!
Blogging might improve more than one goal, and that’s great but …
● Don’t set the bar too high when you are setting those goals ● Don’t don’t spread yourself too thin
Create actionable goals around your 1 - 2 objectivesThe kind you will be able to reference in yearly reviews
Which platform?
Your existing website platform
Chances are it’s one of the following:
● Wordpress (self-hosted)● Wordpress.com● Squarespace● Wix● Shopify
These tools are easy to use and should be familiar if your site is already using one of them
Alternatives
What does it take?
Time,lots of time
Ideas,lots of ideas
Writing skills & perseverance( It’s tough! )
Who will write the blog posts?
● Do they have (at least) 6 hours a month free?
● Are they jumping with article ideas, or do you know where to get new ideas?
● Are they excellent writers who love the artistic process?
● The more yeses, the better. The more noes...
No-ville!
If you (or the writer) have neither the time nor the inclination, consider outsourcing some or all of the blogging process.
If you have no ideas it may be best to skip the blog completely.
Judging ROI...
Analytics analytics analytics(oh, and measure everything) PS - How stripy is this guy?!
● Basic GA knowledge essential
● Training; Google self-training* or In-person course
● Online 3rd party course
● Pay someone else to do it :)
● Don’t rely on platform analytics
* https://analyticsacademy.withgoogle.com/
Google doesn’t measure everything*...
* They probably do but it’s not in the analytics dashboard!
● Time spent
● Additional costs (stock images or such)
● Effort expended
● How easily ideas flow
● Stress!
Using Analytics1. Establish SMART goals - (Specific, Measurable, Achievable, Realistic, and Time-bound)
2. Not great for everything, excellent for a blog!
3. Set up GA reports on those goals, record performance
4. Judge at end of SMART goal period, compare with investment into blog
5. Modify and proceed (or not!)
But I already have a blog!
Should you keep it?
● Is it fresh?
● Is is quality?
● Does it have a specific objectives?
● Is it achieving those objectives?
If you answered...
Keep it! Make sure you have objectives & goals.Three or more yeses
One or more yeses
No yeses :(
Maybe - If you have no time, consider outsourcing.Make sure you have objectives & goals.
No - kill it
Blogging isn’t the only thing you can do
Alternatives depend on objectives but can include:
● PR● Ads● Guest blogging● Email marketing● Resource creation● In person networking● Active social networking● Occasional writing for 3rd person sites
dothey
needa
businessblog
Case studies?
Should she blog?Who? A small upscale niche craft product, Ireland and abroad.
Goal? DIY PR, social rep, prospective customer education.
Topic scope? Wide. Lots of trade shows, markets, fairs. Lots of customer interaction (they like to send pictures and stories about how they use the product). Lots of “behind the scenes” scope, as well as history/mythology behind the product.
Time? Very limited. Solo producer as well as business person.
Talent? Not for words & a social media novice.
( )Acme Co.
Should they blog?Who? A national logistics company.
Goal? Visits and Long term return visits,Visibility in search rankings, Leads, Sales.
Topic scope? Somewhat limited. Perhaps focus on clients, logistics news, etc. One of many companies, not a very glamorous sector. Not a very online sector.
Time? Probably. Large company with marketing resources and a graphics person.
Talent? Not for words. Execs have very little interest & company only minimally present on social media. Not a very “online” company.
( )Acme Co.
Should he blog?Who? A local pharmacy with national website.
Goal? Visits and Long term return visits,Visibility in search rankings, Education
Topic scope? Limited but niche. Website leader in niche health sector. Very “online” sector. Lots of news. Interview possibilities, as well as related health sections. Consider implications of medical topic.
Time? Yes, probably. Good sized company with advanced social media skills.
Talent? Yes. He already writes offline & has an excellent social media presence.
( )Acme Co.
In summaryTheoretically assess…
● Objectives?● Goals?● Resources?
If yes, trial. If no, kill and try an alternative.
Then assess, decide, modify!
Thank you for your time!
Questions?