Ad hoc VS consistency in business blogging
According to HubSpot, marketers that blog consistently are 13 times more likely to see a positive return on investment. Business blogs are a fantastic way to make your marketing spend go a long way, but the generation of content is an ongoing commitment.
Idea rich, time poor
Many small business owners and marketers for larger organisations have lots of ideas they would like to implement but little time to implement them. They have multiple balls in the air at any one time, including clients, prospects, and media outlets, so keeping the business blog up to date can be hard. Some may feel like it’s enough to post every now and then when they have time, while others want to do more but simply can’t justify prioritising it over existing and potential clients’ needs. I know how that feels. I have my own blogging business, so my blog is an important part of my portfolio, but when I have multiple client deadlines to hit, of course I am going to prioritise their needs over my own. However, that’s not to say that neglecting your business blog is a good move.
Drive traffic and build trust
Consistency in business blogging is an excellent way to drive traffic to your website and promote your brand. It also builds trust with your target audience as they continually see that you are supplying useful information to them. If blogs appear on an ad hoc basis, they don’t receive the same recognition from Google, but they also don’t create the same perception among web visitors. People buy from people they trust and a business blog is a bit like providing a window into your business, for prospects to peer through to get an idea of what it’s like inside. If there are reams of useful information that have clearly been updated regularly and recently, it paints a picture of a company that is up to date, on trend, and in touch with the market and its customers. If there is a blog with the most recent post dating back to last year, you probably wouldn’t come away with the same impression.
Hold onto the visitors you get
Additionally, a consistent business blog is a good way to keep visitors on your site because you can direct them from one article to the next, to the next, and before they know it, they have spent half an hour delving into your knowledge and expertise. This only works with a well populated blog though. If you only have a handful of posts spread over the course of a few years, visitors will soon realise that much of the information they’re reading is outdated and go elsewhere to find what they need.
Keeping visitors on your site for longer allows them to build a better picture of who you are and what you stand for. Think about the difference between meeting someone in person for 30 seconds, and spending time with them for 30 minutes. While first impressions do count, the longer you can engage with your audience, the more chance you have of selling your expertise and building trust in your brand.
Budget for blogs
Regular blogging is also better financially too. If you outsource the copywriting of your business blog as many companies do, it may feel easier to commission a blog every now and then, but it’s far better value for money if you commit to a regular program. As well as ensuring you have a consistent blog on your site, if you establish an ongoing commitment with someone, you know there is a third party who will drive the schedule on your behalf, chase for any information they need, and make it happen with minimum hassle. All for a set monthly fee that you can budget for without worrying about variable fees from one month to the next.
So, when it comes to the question of ad hoc vs regular blogging, it really is best to keep it consistent.
Writer of smart, engaging copy for businesses that understand the importance of great copy, but struggle to find the time to give it the attention it needs. I offer a proactive approach to deliver fresh content.
