When I first started my social enterprise Mumatopia, three years ago, starting a blog was a no-brainer.
I already had a lot of content that I’d written for magazines and other websites to kick start my content marketing and was able to quickly pull it all together so that my website offered a rich resource to potential clients.
The investment was minimal… just my time, really, but it’s paid off in a big way.
Clients find the information helpful and that helps them make informed decisions.
Now, if I had advertised in newspapers, on TV or radio, these may have helped with brand-recognition, but without a blog, there’d be nowhere for potential clients to go on my website to get the kind of detailed information they need to make decisions about something as important as the birth of a baby.
Now, I realize that most buying decisions aren’t about something so monumental as the birth of a child, but potential clients still want to be enabled to make informed decisions and giving them helpful content via a blog is an inexpensive and effective way to achieve that aim.
So, if content marketing and blogging is such an inexpensive and effective marketing solution for small businesses, why aren’t more of them implementing content strategies?
An Australian Government report on small business statistics showed that only 10 percent of small businesses and only 18 percent of medium-sized businesses were using social media and only 27 percent of small and medium businesses had a blog.
Of those small businesses that were using social, very few were actively lead nurturing or using social platforms to develop relationships. The report showed that only .4% of SMEs were using social media to keep in contact with clients.
So, what’s holding small and medium businesses back from blogging?
Well, lots of things. Here are some I’ve come across:
“I’m not a writer.”
If you run a small business, but writing is not your forte, the prospect of blogging may be a tad daunting. The good news is that there is no one way to blog. You can do video blogs where all you do is speak to your iPhone or inbuilt computer camera, or demonstrate something through screen capture and upload your videos to Youtube and your blog.
You can also do podcasts or publish interviews, where other people share their content in exchange for greater exposure for their business or service, or you can use Instagram pics to create stories and showcase what you’re working on. If all else fails and your budget allows, you can hire a virtual assistant or content writer to work with you on writing blog posts.
Bottom line is: You don’t need to be a writer to give your readers great quality content. You just need to have great content to begin with. The rest can be done by someone else.
“I don’t have time.”
I won’t lie to you. Blogging, if you do it all yourself, can be time-consuming. So, if you don’t enjoy blogging and you’re finding that it’s taking way too much time, rather than waste money on hit-and-miss advertising or tearing your hair out trying to keep your blog up-to-date, you can spend some of your marketing budget on engaging a professional content writer or producer to give you a helping hand. You can hire researchers to look for information that can help you develop quality content.
You can also automate distribution of your blog posts to a certain extent and replicate blog posts in other formats so that your potential clients can connect with you in a variety of ways.
“I don’t know what to blog about.”
What you share is largely determined by the type of clients you want to attract to your business. What are their burning questions? What information can help them make informed decisions? What presentation-style appeals to them the most? You can find the answers to these questions by doing some research on Google, and by asking questions of your followers on social media. Putting yourself in your clients’ shoes is half the battle.
So, if you have yet to really delve into blogging, what’s holding you back and what can help you turn that around?