There are a huge number of companies and organisations that don’t create content on their website, and don’t understand why they should.
This is not uncommon.
Yet the companies who are blogging or creating regular posts on their website are reaping the rewards while the rest make excuses.
In this article I want to highlight some of the common excuses and reasons that a company doesn’t create consistent online articles, and why they should.
1. I don’t have the time
As with social media, this is the most common excuse to why a companies don’t create a blog.
For a company that’s business doesn’t resolve around it’s blog, each post can take between 1 and 5 hours depending on your topic, and how well you know it before you write.
This is quite a significant amount of time in a work day.
Now some of you will already know areas in your work life that you currently spend procrastinating, or doing unpaid work. If you’re one of those, you have no excuse.
If you’re not one of those and you live a very busy life, then outsourcing is always an option. You will have to do a little research to find a good writer, however when you find one, you will only need to spent 10 minutes double checking the content before it goes onto your website.
2. I don’t see how it will help our business
There are many benefits to creating online articles such as blog posts or news articles.
I have highlighted a selection of them for you below:
One of the main benefits is the increase in traffic to your website – This will happen naturally as you create content.
The more content on your website, the more keywords and terms Google will index. This means that your organic (not paid for) click through rate from search engines will rise.
This generates more exposure for your website and its products or services, which in turn, leads to more sales.
As you grow your blog, you will start to get frequent readers.
They will return to your website because it’s providing valuable information.
This in turn makes that visitor more aware of the services you provide, and more likely to purchase something from you.
A blog not only lets you create content for others, but it can give your readers the chance to write comments back to you.
This is an opportunity to engage with your customers and readers and answer any questions they might have.
It also shows them that you care about their thoughts and want to interact with them instead of hiding behind your brand name.
Build your email marketing list
By having a blog, you can persuade people to sign up to your newsletter.
This quite simply means that people are allowing you to send messages directly to their inbox with your content.
However please be aware that adding too many adverts to the emails will lead to people unsubscribing pretty quickly.
3. I don’t know where to start
We all get this problem. (Well most of us do anyway).
Starting can always be difficult, it’s like sitting down to a completely blank canvas with no guidelines.
However blogging is a lot easier as you have the questions right in front of you!
Open your email inbox and go through the last 20 enquiries you received, each one of those are asking you a question about your company, your product/service or your industry.
Each one of the questions that you find are the titles for your first 20 blog posts.
Otherwise, hold a meeting with your colleagues and discuss what your customers ask you.
Write down all of the ideas and then prioritise them.
The alternative route is to look at what’s new in your industry and then create a post about it.
Ask yourself “What do my customers want to know?” and then answer that question.
4. My website doesn’t have a blog or news section
That is no problem at all.
If your website is built in WordPress or a similar content management system, then you will already have blog functionality pre-installed and ready to go.
Alternatively, you can install WordPress into a directory on your website e.g. youdomain.com/news. This will then give you all of the functionality you will need within your own directory.
The final option is to use a blogging platform such as Blogger, WordPress.com or tumblr; please be aware that if these platforms were to shut down, you will lose all of your posts. Your visitors also won’t be on your website, and therefore creating calls to action to convert your readers will be a more challenging task.
5. No one in the company knows how to blog
Creating content online is easier than it looks.
Think of it like writing a letter to your mother about one topic in your industry.
That means that you have to write it in plain English – so no big words!
Just remember that you are writing for your customer who might only know the very basics of the topic you are discussing (which is why they are reading up on it).
Anyone in your company can blog providing they can answer questions on their area of expertise, which I would like to hope they all can!
6. I don’t know what we can write about
The key to any blog is to write for your target audience (i.e. your customers).
This means figuring out exactly what questions they would ask about you (the company), your products and services, and your industry.
Any question you can think of relating to these three areas is acceptable.
7. We will run out of content
When thinking about blog posts and topics you can write about, you may start to think that you will run out of content.
It might be 6 months down road, or two years, but you’re going to run out.
My response to this: No you won’t
There will always be questions about your product and brand that people want answered, in 6 months time you may have new products or features, every one of those can have multiple blog posts.
Your industry is always evolving and new tools are being created, each of those can be turned into blog posts.
If you manage to get really stuck, take a look at your old blog posts. If you have been blogging for two years, you probably have some great content in the archives that your regular visitors might not have seen. Go through your archives and re-work those old posts. Put a new angle on them and sprinkle some glitter on them to make them shine again.
8. There are already so many blogs out there on our topic
Blogging is becoming more and more popular as companies realise the success that can be gained from it.
There are very few niches out there that don’t have a blog topic, however you shouldn’t let this scare you.
Instead of thinking that someone else is already doing it, think more along the lines of – There is an audience wanting this content.
If you couldn’t find any blogs on your niche, then I would either start asking the question on whether the audience is actually there for you to have a successful business, or tell you to jump right in and gain the glory of being the leader on that topic.
9. I don’t think anybody would be interested in what I have to say
Very few online articles get the traction they deserve right from the start and pull in massive numbers of readers – normally these blogs are the third of fourth from one particular author who has their own following anyway!
It does take time and commitment, but as you start to create more posts, you will notice that the traffic to your website goes up dramatically.
This is because people are finding your articles and reading the content you have written.
If you are consistent at creating great content on your topic, people will notice and start to pay attention.
10. I don’t want negative comments on the blog
Negative comments are a big fear for lots of companies.
Whether it’s on social media or on their blog, no one wants negative messages.
However sometimes you have to take the bad with the good.
If they are writing negative comments on your post, then at least they are writing in a location that you have control.
They could have posted it on a social media website and you may have never known about it – That would be far worse!
Instead you are at a location where you can defuse the situation and show that you care about them.
If you are receiving a lot of negative comments, then you should have a look at your product or service.
Is it as high quality as it should be? What problems are people having with it?
Unfortunately, if you have a bad product, you will be aware of that fact very quickly when online, but use that information to your advantage and fix those issues. Those people that were complaining will then love you because of your support.
One of the worst things you can do is to turn off comments. This is because you are creating content to help your target audience in some form. Therefore if they can’t comment, you are missing the opportunity to engage with your audience and build a loyal following.
So what are you waiting for?
You know that creating a blog or newsroom for your company is a very good idea. Yes it does take time and patients, but the increase in customers and sales that are gained will be worth the time.
Are you a culprit of any of these excuses? Have you heard any that I haven’t mentioned? Let me know in the comments below.