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.

Syracuse University to offer Blogging Course

Many Central New York businesses and organizations are realizing that blogging is an important part of online strategy. Blogs are a great way to engage current and potential customers, to build relationships and to optimize online content for search engines. So it’s no surprise that local universities are offering courses to teach students how to harness the power of blogs. I just read a press release that Syracuse University will be hosting a week-long blog-writing course called “Blogging for Information Professionals.”

During grad school at SU, I had the opportunity to take a few of these week-long Maymester courses and found that I learned a surprising amount of information in those short periods of time. I’d recommend them to anyone, and this particular course sounds great.

  • The course is offered by professional blogger Sean Keeley. He is the editor of the sports blog sbnation.com and maintains two of his own blogs: nunesmagician.com and freemontuniverse.com.
  • The course will cover pertinent blogging topics such as how to build a blog, how to make money from blogging, and how blogging differs from reporting.
  • Other discussion topics to be featured in the course: the symbiotic relationship of bloggers and journalists, using a genuine voice, and how important blogging is for all companies and organizations.

It almost makes me wish I was still a student as I’m always interested to hear what’s working for different bloggers. Think I could disguise myself as a college student? Eh – probably not.  I don’t own a pair of  brightly -colored galoshes.

Why CNY Businesses Should Spend Money on Search Engine Optimization.

Today, most Central New York business owners know they need a website and have at least heard of search engine optimization. Many are even concerned about SEO and spend a good amount of time wondering how they can get to the top of the search engine rankings.They think, “if only I could be #1…” And then they call an agency, like the one I work for.

We analyze their website, write up a plan and meet with the business owner. Sometimes, our recommendations are simple. Sometimes, we have to tell them that the flash website they spent a pretty penny on should be scrapped and rebuilt. All too often, they are reluctant to spend the money.

I feel bad when a potential client walks away from a proposal that includes search engine optimization. (And it’s not because we’re missing out on business — we are very busy!) By the time a client says ‘no,’ we’ve had a number of conversations with them, heard about their goals and vision, and we really want them to succeed. And, most important, we know we can help them do it.

But, as I said before, we’re busy and we move on. And then in a few months, I’ll notice that the same client who said no to spending money optimizing their website is all over the yellow pages, radio and newspaper. And I just shake my head.

Often these clients don’t even come up on the first page when their own name is Googled, so when a potential customer hears their ad and turns to the internet to find out more (as a great percentage of customers will), they won’t find the information they need to choose that business.

And what about the huge majority of potential customers who START their search for products and services ONLINE?

*sigh*

The plot thickens. I run into that same potential client. I find a tactful way to mention I saw their ads, and ask why they chose to allocate their budget in such a way. The following seem to be the top 2 reasons business owners make this mistake:

  • THEY ALREADY SPENT MONEY ON THE WEB AND IT DIDN’T WORK.

They spent thousands on a website and when it was launched, they were hopeful that customers would flock to their beautiful site and business would boom. And then…nothing happened. And their dreams were crushed. Now they are worried about putting more money into the web when they’ve received no returns on their initial web investment.This is very sad, because many websites are made by designers and programmers, not marketers. So they lack the strategy to generate ROI. This is nothing against web designers. Their job is to produce a tool that will help businesses to favorably represent their brand. Unfortunately, for the business, if they don’t take the next step to market their website, they’ve wasted their money.

  • IT’S NOT TANGIBLE; THEY DON’T KNOW WHAT THEY’RE GETTING.

And at least when they get business from a physical ad, they know where their business is coming from. This answer blows my mind, because almost everything we do on-line is super trackable and it is so easy to monitor ROI.

Why Invest In SEO?

The Internet Book put it well: Not optimizing is “like opening a retail store on a dead end street, which means you’ll get no drive-by traffic.” With the majority of consumers looking for goods and services online, your position on the information superhighway is important!

How important is Search Engine Optimization?

According to Optify, the top 3 results in google get a WHOPPING 58% of clicks! The results of their recent study show that the #1 result gets an average of 36.4% of clicks. Those in second place 12.5% and those in third 9.5%.

An earlier Chikita study found THE SAME RESULTS. They found that the #1 spot on Google gets 34.35% of traffic.


Furthermore, Optify finds that being further back than page two has no real business value for you at all.

What is your search engine ranking? Type your location and industry into Google. Are you #3 or higher? If not, give us a call at 315.264.8514. We love to talk with Central New York business about how they can help their websites to work harder.