I know, whaaat? Writer who makes part of her living blogging for clients is saying that you don’t need a blog on your website?
Look, obviously blogs can do amazing things for your SEO. But if you’re only blogging because some SEO expert told you to? If you’re just going to obsess over subscribers and page views?
If you’re like most business owners, your primary goal with your whole “online presence” thing is, ultimately, to sell more products or services. And if, like most small business owners, you have a limited budget for “content marketing,” I’d say, to accomplish that goal, your money and time would be better spent on a killer website and rocking email newsletter.
In most cases, for most people and most businesses, blogs don’t drive revenue. At least not directly. (Unless, of course, your blog is your business, like you run a DIY blog or lifestyle blog or fashion blog, in which case, ignore basically all of this.)
If you’re super focused on revenue and you need to maximize your budget—don’t stress about not having blog.
Honestly, I’d tell you to focus on Instagram over blogging at the moment.
You have other goals as a business owner, right?
I mean, making money is great, but it’s not the sole reason your business exists.
Maybe you want to be a resource for people. (Like you tutor high school kids and want to give them information about selecting colleges or choosing a career.)
Maybe you’re into building a community. (Like you have a surf shop, but what you really dig is when people hang out there after a morning sesh to trade stories.)
Maybe you love highlighting your customers and their accomplishments. (Like you’re a dog trainer and just worked with a pup that went from Marley in Marley & Me to Shadow from Homeward Bound.)
Maybe you have stories of your own to share. (Like the years you spent traveling that inspired your bakery.)
Maybe there are people who can’t afford your stuff—right now, at least—but you still want to help them. (Like you’re an interior designer and you can help people figure out the difference between Mid-Century Modern and transitional and whether they prefer French Country.)
Maybe, over the years, you’ve acquired a ton of knowledge about something related to your business that you think people should now. (Like you own a furniture store and get geeked out about the history of furniture, or how antique pieces are restored.)
Or maybe you just have a lot going on—new projects, events, product launches, adding brands to your inventory, you’re expanding your team, moving to a new location, whatever—and you want to tell as many people as possible.
That’s when you need a blog.
Share, grow, build—all those fuzzier, non-specific business goals you have that maybe aren’t tied to numbers and timelines—those are the reasons to blog.
And the really cool, crazy thing is, when you blog primarily for those reasons, you’ll find that over time, even if you can’t measure it directly, your blog will impact your bottom line.