I previously made a bold statement: blogs are not going to solve your problems – in fact, they could kill your business. Somewhere out there, a multitude of SEOs, writers, and bloggers have decided to blacklist me and everything I write ever again. But I am still standing by my statement.
Why? Even though I am a writer and work on an online – and informative – blog, I know that a blog can sometimes not be what your business needs. Furthermore, there are some cardinal sins that are a commonality across blogs worldwide, which on their own can kill your blog – and your business.
Here are a few more reasons why your blog may be killing your business.
Your Business Relies on Secrecy
If you want to see a peculiar blog, I can recommend the CIA. We all know the CIA would have a myriad of interesting stories and very engaging information to share – but they can’t share that because of American national security issues. Instead, they have a wide variety of disappointingly mundane stories (including one about the CIA library).
Whilst it is unlikely your business is going to rely on secrecy as much as the CIA (unless you’re part of the mafia), if there is a lot of sensitive material that your business deals with, then don’t start a blog. It will either fall under the “boring and uninformative” category (especially when people are expecting other stories), or you may end up spilling secrets that could cost you your career, or even legal problems.
Abandoning a Popular Blog
You’ve done it – you’ve created a blog that is receiving positive feedback from a wide audience. You may even have some advertisers asking to have banners on your page.
But then you lose interest. The work is quite hard; and the constant process of researching, writing, editing, re-writing, and optimising posts for SEO purposes can seem daunting once the excitement has worn off. So you have stopped posting regularly or at all.
Whilst this is not necessarily a business-ending act, it can damage your reputation. You don’t have to blog every hour (unless you’re a teenager on tumblr.com, then go for it), but make sure you have something at least once a week. Otherwise it may seem like you can’t commit to something .
The opposite of abandoning a blog is over-blogging. This is, unsurprisingly, when you constantly dedicate your time and resources to growing your blog, often at the expense of your business. Whilst it is always good to have regular updates on the blog, each new post shouldn’t be ten minutes apart.
If you are ignoring other possibilities, or even ignoring your day-to-day chores for the business, then you should really reconsider your blogging habits. Whilst this may not mean abandoning your blog entirely, it does mean that your business priorities should always come first.
Absence of Ideas
This is related to abandoning a blog as well – when you run out of ideas. If you believe that being a “thought leader” involves unashamedly copying and pasting ideas from other websites, then there are serious problems with your blog, and potentially your business.
The blog’s purpose is to generate excitement for your products or services, as well as a means of introducing new ideas to your target audience. That can’t happen if there is a lack of inspiration for creativity or direction for the blog.
Abusive or “Contentious” Content
The final, and most damaging, blogging sin of all: content that directly attacks someone, or is going to take a controversial stand on certain issues. You wouldn’t talk to a customer about issues like politics or religion – so why would you put them into a blog?
The same goes for gossip or other company news. Someone will notice, and you could seriously impact on someone’s life – imagine accidently revealing to the world that your company squandered money, or gave that impression? Or even more personal details. Not pleasant.
Furthermore, for severe cases of abuse, you could face legal consequences. Something no-one wants to experience.
So ends our tale of bad blogs. If you see any of these problems in your own blogs, get to it immediately. After all, it is possible to save a blog, even if you have to wipe it clean and start over. And blogs can be useful after all.