In many instances, the question of whether you should add a blog to your website is a resounding "Yes!" A blog can offer many benefits that can advance your business and increase your web presence. But in other cases, a blog will not provide any benefits and can harm your business. Let's explore the impact having a blog can provide, both positive and negative.
Having a blog can be beneficial in many ways.
Establish Authority -
A well-written blog gives you a chance to provide information to your readers that helps establish you as an authority in your field. You can use a blog to answer the questions you most receive or explain things at a greater depth than your website allows. It can also give you the chance to speak on new developments in your field before your competition is even aware of them.
Increase Search Engine Rankings -
Search engines love fresh content. It is close to impossible to add content to a static website on a regular basis. After all, the services you offer are relatively consistent, and product descriptions don't change. Adding a blog that is updated often gives search engines that new content they crave. The more they scan your site, the higher your ranking becomes, and the more people can find you.
Create Trust -
A blog offers a personal view of you, which builds trust. It provides a platform for you to interact with readers in ways you may otherwise not reach them. Trust is one of the most valuable things any business can establish with their customers, and a blog is an excellent way to do this.
The negative possibilities of having a blog aren't as many as the positive ones, but they have an equally high impact.
To experience the benefits of a blog, you need to commit to updating it on a regular basis. This time is taken away from other activities, some of which are essential for your business. Unless you have the extra time needed to update regularly or the resources to hire someone else to do it, you could be harming your business.
Some businesses are not the type that requires more insight than can be provided on your website. Ask yourself if you have information in your field that consumers want. If you can't regularly come up with topics that will interest your customers or add insight, consider spending time and money on different avenues of marketing.
Let's face it, not everyone is a writer. Even people who know the ins and outs of proper writing structure don't necessarily enjoy writing to push people to a CTA button or providing blog-friendly topics. You may be at the top of the skill ladder in your industry, but people aren't going to learn that if your literary skills are lacking.
Ask yourself if you have the resources and skills to create a blog that is well-written, informative, and regularly updated. Can you commit a block of time 2-3 times a week to create and post a valuable blog, and then return to interact with comments? Does your business lend itself to hundreds of possible topics to write about? Are your writing skills excellent or do you have the money to hire someone who has those skills? If your answer to these things is "yes" then having a blog on your website may be beneficial to you. Consider directing marketing efforts elsewhere if the answer to even one of these questions is "no."