The novelty of writing and maintaining a business blog can wear off pretty quickly, but a stale blog is worse than none at all. Here are some strategies to rejuvenate that old blog.
Connecticut-based women’s executive coach and founder of Bloom Online, Barbara Scala specializes in helping her clients through major life transitions -- both personal and professional. Judging by her client’s feedback, she does her job very well. But there’s one kind of transition that has her stumped: what to do with her professional blog.
“I definitely have to freshen it up. But, there’s a fear. Can I really commit to this thing? I’ve got to keep it sticky, captivating. Right now, it feels like it’s just a lot of busy work. I’m not really seeing any benefit to my business,” says Scala.
Her concern is not uncommon, nor is her dilemma. Over the past few years, many small to mid-sized businesses have rushed out with a corporate blog simply because everyone else seemed to be doing the same thing. Blogging tools are cheap and easy to use. Developing a strategy to effectively leverage it to help the business is another story.
Blogging for business
When asked about her blogging strategy, Scala had a one word answer: “Clients!”
“Everyone’s objective is to sell more stuff. People really underestimate what a blog can do for them. I would say move 'selling more stuff' down to priority four or five,” says John Jantsch, marketing and digital technology consultant for small businesses and the author of Duct Tape Marketing, both the blog and the book.
Jantsch encourages entrepreneurs, like Scala, and other small businesses to consider the following objectives instead:
Ideally, Jantsch and most successful bloggers recommend posting at least three to five times a week. For most business owners and entrepreneurs that sounds like a major commitment, not to mention daunting.
“I don’t have time for perfection with these things. I don’t want to put up stuff with typos. The fear is whether I can give the readers what they want.” says Scala.
Jantsch says not knowing what to write is the biggest hurdle for bloggers.
“I tell them to put their blogging hat on every time they get asked a question throughout their day. The answers to those questions are what they should be writing,” says Jantsch.
Here are some other tips to kick start a stale company blog:
The last piece of advice may be the most important. Pick the right person in the company to be the blogger. “It’s not necessarily the person in the company who is the best writer. I see this all the time. If you have someone who is really into it, then that’s who should be the one to do it. You want someone who’s going to champion the blog and not see it as a chore,” says Jantsch.