Hello. I'm a digital marketer and freelancer in the creative and cultural sectors, currently working at the British Library. I like blogging about digital stuff, social media, museums, art, entrepreneurship, design and creativity.

Is blogging for business always a good idea?

Is blogging for business always a good idea?

Starting a blog is a personal thing.  If done well, it can be rewarding and lead to lots of new business opportunities. At worst, it can become a chore you dread and can make your website look tired as you haven't bothered to update it.

To write a successful blog, I think you should post at least a few times per month, have a clear idea of who it is for and give it at least six months before you review its success. That aside, this is my honest account of why you should (and shouldn’t) set one up.

Why you should write a blog:

Get traffic for your website
Blogs give people a reason to keep coming back to your site for fresh content.  It gives you something new and unique to talk about on social media. Plus search engines love new content and a blog will boost your search rankings.

It can be fun and rewarding
If I’m honest, this is the main reason I love to blog. I enjoy researching topics and learning about new things. I like analysing my traffic each month and trying to improve it. It's also helping me develop my writing skills.

Tell stories and connect
Most entrepreneurs I’ve met are passionate about their businesses and have inspiring stories to tell. A blog shows the human side of your business and helps you to create a relationship with your customers.

Eventually it can lead to revenue…
It’s proven that customers are more likely to buy products they have seen featured in blogs. Plus if you get enough traffic, you can start bringing in a new income stream from advertising.

Why you shouldn’t write a blog:

There’s not enough time in the day
I usually spend at least an hour writing each post, and lots of time thinking about topics when I’m out and about. There’s no way round it – writing a blog takes serious dedication. Is it also the best use of your time? Or would be better developing your PR strategy or sorting out your finances?

You can’t think what to write about
To write well, you need to write from the heart. If you can’t think of anything to write about and it starts to feel like a chore, it can be a bad sign. Saying that, there are lots of resources online to give you a boost and inspiration. 

Writing isn’t your thing
Sounds blunt, but not everyone is a natural copywriter – and that’s fine!  There are lots of resources online to help you get better. Or you could consider other sorts of content, like images or videos. Or maybe hire someone else to help?

Like this article? You might also like 'What time of day to tweet' and 'top writing tips for bloggers'.

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