Why the “Reasons Your Company Shouldn’t Blog” are Bogus

Recently someone sent me a link to this article:

Top 10 Reasons Your Company Shouldn’t Blog

They thought the article raised some good points – and it definitely does. However, the conclusion I draw from these points isn’t that companies shouldn’t blog, but rather that companies need to find cost-effective blogging solutions.

Blogs definitely don’t pay off instantly, but over time they are great for boosting search rankings and building relationships.

Some stats from an awesome powerpoint you should check out (http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare):

  • Companies who blog have 55% more web traffic than those who don’t.
  • B2C companies who blog generate 88% more leads than those who don’t.
  • B2B companies who blog generate 67% more leads than those who don’t.
  • Companies with >51 blog articles experience a 77% lift in median monthly leads.

How to Have a Successful Blog

Companies should hire a skilled blogger/blogging company/ad agency to write the blog. That person/company needs to figure out what will interest the audience and how to deliver the company’s messages in ways that will be engaging – this is already our job as advertisers.
The best way for a company to integrate a blog into their online campaign is to:
  • hire an outside blogger
  • identify a small group of people within the company who needs the blog who stay up-to-date on industry news & trends.
  • each of these people can send an e-mail once a month to the blogger with article ideas.
  • the blogger can then compare the ideas with their keyword research, and check out online how viable the best ones are.
  • then the blogger writes and markets the thing.
  • this should happen AT LEAST once a week.

Ideally, an internal blogger would be hired or the ad agency the company already uses would be skilled enough to perform the blogging so that they can ensure the blog is integrated into all possible components of the marketing campaign. However, this won’t be financially feasible for many companies.

For companies in such a situation, I’d recommend hiring a good freelancer by posting an RFP on a site like Elance where you can check the writer’s credentials, samples and references. I don’t think it would be a stretch for a company to get a really good weekly blog for under $150/month.

Oh – and this article is absolutely correct that the blog WILL NOT produce results quickly and IS NOT a substitute for advertising. The blog is an investment that will pay off over time if it is properly integrated into a solid online marketing campaign.

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