I think there are a number of things which have held back the spread of blogs in industrial companies, but the results they get certainly aren’t amongst them. A credible study by Hubspot well over a year ago found that small businesses that blog get 55% more website visitors. I reckon the main reasons for not blogging are as follows:
‘Blogging’ is such a silly term, it doesn’t seem like a credible marketing initiative. True. So call it the ‘news and views’ or ‘user’ section of your website then. Anything you like, just don’t make this an excuse.
I can’t make major changes to my website like introducing a blog. Fair enough. Many organisations are presented with fixed websites by their parent companies, or think that making an upheaval such as introducing a blog will cause too much grief or expense. So set up a blog somewhere else. You can do it for free at WordPress.com or Blogger, for example. Or stick around, we may even have something for you here next year.
Blogs are all chatty, right? And I want my website to be formal. Fair enough. So set it up separately, as above.
You need to post to a blog at least once a week, preferably more often, right? True. But if that’s putting you off, you seriously need to be reassessing how much time and expense you’re putting into your company’s marketing. If you can’t spare a couple of hours a week, or can’t afford to pay someone else to put in a couple of hours a week, something’s not quite right.
It all seems a bit frivolous. False. This is the internet, not a corporate Annual Report. The web might be an impersonal medium, but that doesn’t mean people don’t expect to see some humanity. When browsing around websites, as your prospects are doing at this very moment, which company do you think they would rather deal with? One which just says: “We sell this, it works like this, blah blah blah”, and says: “here’s a form if you want to contact us”? Or one which is clearly alive, well, active and staffed by real people, and is posting blog entries like this or this or this?