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A Leading source of news and resources from uk companies - Published each thursday at 10am

To blog or not to blog, that is the question

Are you maintaining a blog for your business?  Is it effective?  Are you wondering if maintaining it is getting pointless? 

A business blog should serve a purpose.  It should be informative.  It should give a reader something of value that increases his learning.  A blog should be fun and easy to read. 

In several ways, a blog can replace a newsletter.  Written well, a reader will want to return to your blog for more of the same.  Some may even treat your blog as they would a daily newspaper and read it along with their morning coffee.

Blog with Purpose

Sure, there are blogs that are one-time reads, but they can be just as valuable.  A good blog helps solve a problem a web surfer has and is looking for answers to.  The best-case scenario is the type of blog that results in a call to action that leads to a sale.  If you can accomplish that with a one-time visitor you’ve struck blog gold. 

In many cases, there are reasons professionals stay tuned to certain blogs.  A person may have your blog address saved in his favourites, or he may have subscribed to it so that it is delivered to his inbox.  Some professionals subscribe to blogs that continually keep them updated with valuable information.  They read blogs that will help them do their own job better. 

A Blog Should Reap Results

While the purpose of the blog is to inform and entice clients, if you aren’t reaping any payoffs yourself, it may be time to re-think things

Publicise Your Blog 

Of course, the other half of successful blogging includes making your blog known.  You will need to add your blog link everywhere you go online.  You will need to do what it takes to have the web search crawlers pick it up so that it comes up in search results. 

Remove a Dead Blog

Consider your blog part of your advertising copy and respect it as such.  That means, if you’ve lost interest in keeping it up, suspend, or remove it.  Don’t leave a dated blog hanging around doing nothing.  If you don’t want to totally remove it, you can also simply repost old posts to make them appear current. 

Consider hiring a professional writer or virtual assistant to enhance your blog and keep it up-to-date if it is becoming too cumbersome or not getting the results you’d like.

If you are really considering deleting your blog, first ask yourself how you would feel if you knew one of your posts was helpful to at least one person.  If that makes it worthwhile, then keep it up.

Today, people are inundated with reading material and can’t possibly stay on top of every great online blog.  Don’t take a lack of readership too personally.  Not everyone can cultivate a huge fan base, and if fans don’t translate into pounds then all you’re doing is talking.  Whether you continue to write your blog or not, it is a gamble you will have to ask yourself if you’re willing to take. 

jason pitt

jason pitt

Editor of Business Report newspaper and business director of Made in the Midlands and Pressvine. Jason has been involved in publishing newspapers and magazines for more than 15 years.

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