Blogging is an extremely powerful mechanism to connect and communicate with millions of potential clients which no business can afford to ignore. Most business owners have realised the power of the medium of the blog and have jumped onto the blogging bandwagon. However, very few of them have been able to build successful blogs capable of communicating with the audience.
A blog is a reflection of your brand image and therefore it is absolutely vital that it conveys this image correctly. Do-it-yourself or hire an expert? When it comes to creating a winning blog, what can work?
The Do-It-Yourself Approach
The Do-It-Yourself approach to blogging has its own set of pros and cons. Here is an overview:
- Absolute control over the whole process of blogging
- Ability to share true and firsthand inside information
- Opportunity to share your insights
- Tendency to make blogs sound like sales pitches
- Lack of adeptness in creating content that works on search engines
- Waning enthusiasm
- Lack of dedicated time
How to make DIY Blogging work
When business owners write their own blogs, they find it difficult to resist using a sales pitch. Turning your post into a sales pitch is the last thing you might want to do, as readers don’t like being forced to read advertising material.
People come to a blog seeking information that is going to help them solve an issue. So, make sure that you provide your users with interesting and informative content.
If your content is not optimised for search engines, your blog is likely to go unnoticed. In order to make your blog irresistible to search engines, you need to find industry specific keywords and write content seasoned with the right keywords.
When you’re busy running a business, finding time to research and write can be challenge. Since the writing process demands undivided attention, you might get carried away from your core business activity. You need to put aside a specific amount of time and make sure that content is getting updated on a regular basis. If you’re not able to constantly update your blog in spite of all your efforts, the best thing you can do is to employ someone else to maintain your blog.
Hiring a Blogger
Like the DIY approach, hiring a blogger also has its own sets of benefits and drawbacks:
- Professional expertise
- Content Optimised for search engines
- Regular posting
- Time to focus on core business activities
- Cost factor
- Limited control over the process
- Anxiety about the focus shift
How to make it work
No gain without pain. The same goes true with hiring a blogger to write your blog. When you invest in hiring a professional, you get a bandwidth of experience.
To take full control over the process, you need to make reviewing a habit. This way you can help the people who have been hired to write your blog enrich your copy with exclusive industry insights and make sure that everything is on the right track.
When you have control over the process there is no question of anxiety about the focus shift.
Now that you have weighed the pros and cons of the ‘DIY’ and ‘hiring a blogger’ approach, take a smart business decision that will make your business blog thrive and open new avenues of sales and success.