You’ve already got enough on your plate. Why on earth would you also pile blogging on top of everything? Is blogging really worth it?
In this post, I’ll be talking about the benefits of blogging, as well as spill the beans on the disadvantages, and why I think it’s worth the upfront efforts for a successful online business.
What is Blogging for Business?
First, let’s be clear on what blogging is before we go into analyzing the benefits and disadvantages.
Blogging is a marketing tactic to increase the online visibility of a business. If you’re blogging just for the sake of blogging, it’s a personal blog. Nothing wrong with that, but it’s not a business - at least, yet!
Blogging for business about creating, distributing and promoting high-quality, valuable and relevant written content to attract a target audience to a business. In other words, it serves to provide value first to potential customers, and is more subtle than saying “come buy my stuff!”.
Blogging for business has to be intentional and strategic so that you’re attracting your ideal customers.
That’s, in a nutshell, the essence of what blogging is.
When successfully executed, it’s part of a larger content marketing strategy that leads potential customers into becoming actual paying customers.
Without due, let’s jump into the benefits of blogging for business.
Why Blogging Is Important
This post may contain affiliate links. I only recommend things I love and would tell my best friend to use. It comes at no additional cost to you if you choose to make a purchase. Read the disclosure for more information.
1. To put selling on auto-pilot
Think of blogging as an entry point to a sales funnel. A potential customer reads your post -> then gets your freebie -> then gets nurtured through email marketing -> and then makes a purchase. That’s an example of a basic sales funnel, and blogging can be a great entry way.
You write your blog post once, and people will keep coming back to it without you having to constantly sell.
2. To increase your audience
By sharing your content (through social media, email marketing, organic search, etc.), blogging can dramatically increase your circle of influence. More people get exposed to your thoughts and knowledge, which increases your audience. And it’s a snowball effect from there.
3. To build your email list
By positioning a freebie inside your blog posts (such as a content upgrade or a free email course), you can grow your email list on auto-pilot. Email marketing, when done well, is one of the best way to generate sales.
4. To organically test ideas
Understanding which blog posts resonate the best with your audience can help you identify opportunities for developing new products and services. It helps you refine your niche and understand what works and what doesn’t.
Blogging with intention is a great way to find out what your customers really from you.
5. To complement income with affiliate marketing
If there are tools you use and love, and that would benefit your audience as well (and I’m sure there are some), then affiliate marketing can be an opportunity to supplement your income. Using blog posts to promote affiliates is an effective way.
However, it’s not as easy as it seems and that’s why I recommend Michelle’s course on Making Sense of Affiliate Marketing. She makes over $100K/month promoting affiliates and shares her best secrets in her course.
6. To drive long-term traffic
While a post has a shelf life of a few minutes on Facebook and a few months on Pinterest, an optimized blog post on your site has a lifespan of several years. It can bring you traffic for years. It’s work upfront to write a quality post, but the long-term results can be well worth it.
7. Cost effective and easy to get started
If you write your own content, blogging doesn’t cost you anything except your time. The tools needed are usually available to most (an existing website, an internet connection and access to a computer).
But unlike videos or podcast, you don’t need a mic, lights, video editing software or other things like that. So it’s usually easier to get started with blogging than video or audio.
8. To drive FREE traffic from Pinterest
Creating blog posts is one of the best ways to drive free traffic from Pinterest.
9. To develop relationships with potential and existing customers
By sharing high-quality, valuable and relevant content with your audience, you can help build the “Know, Like, Trust” factor with your audience. This factor is the basis of online success.
The more your audience knows, likes and trusts you, the more successful you’ll be. Not only does it help acquire new customers, but it also helps nurture the relationship with your existing audience.
10. To create opportunities for sharing
Blog posts tend to be easier to share than say a podcast or a video. You’ll rarely see videos being shared on Pinterest and I don’t think I’ve ever seen a podcast shared directly on FB or Pinterest. That’s why content creators often embed video or audio in blog posts.
11. To establish authority
By sharing your thoughts with your audience, you can demonstrate your expertise, thereby adding credibility to your business. In other words, it helps demonstrate that you know your stuff.
Disadvantages of Blogging
Run away from anyone telling you everything is rosy with blogging. It’s not.
While it is an amazing way to build and grow a business, you also need to be aware of the considerations.
1. Requires time commitment
Anyone can write 300 words blog posts, but the reality is that this will do nothing for growing and establishing your biz. A successful blogging for business strategy is based on high-quality, relevant and often long-form content (think 1,500+ words per blog post).
If you do not have the time, consider:
- Outsourcing this task to a copywriter.
- Choosing a different marketing strategy to generate traffic.
2. You need to enjoy writing
Obviously, one needs to like writing as well as have the skills to do so. If this is not your cup of tea, then consider:
- Using another form of media (such as video, audio or live) and adding those to your blog posts with a short written text (could be show notes for example).
- Outsourcing this task to a copywriter.
3. You need to be in for the long-term
Blogging compounds over time. Meaning that having a regular posting schedule (could be once a week, every other week, once a month, etc.) will help build your repertory of blog posts and provide additional points of entry to your site and sales funnel.
It’s not a short-term strategy. Over time, it will bring more and more traffic as your site builds authority.
4. Can be overwhelming without a solid strategY
Without a deliberate content marketing strategy, you might end up just throwing darts in the dark hoping some blog posts work.
Are you writing content relevant to your audience? Are you attracting the right kind of customers? Are your promotion strategies effective?
This free course can help you with this.
What Will a Blog Do For a Company
Blogging for business has several benefits, including:
- To put selling on auto-pilot
- To open new opportunities
- To build your email list
- To organically test ideas
- To complement income with affiliate marketing
- To drive long-term traffic
- It’s cost effective and easy to get started
- To drive traffic from Pinterest
- To develop relationships with potential and existing customers
- To create opportunities for sharing
- To establish authority
Are you ready to grow your business? Check out this FREE 5-day course. It teaches you the exact steps to grow your traffic and email list.
Stop being overwhelmed and start growing your biz now. I've been told my free course is better than other paid courses!
Author: Isabelle Paquin
Previously a corporate marketer for 14 years for some of the world’s largest organizations, I now help online entrepreneurs, just like you, grow leads + sales.
I’m here so you can stop wasting time trying tactics that don’t work, and instead focus on creating a business and lifestyle you love.