How to Run a Successful Business Blog

In this series, we'll blog about blogging.  Starting with the all-important question of Do You Need a Blog?, we'll explore some critical components of a successful business blog - and some things that you can safely skip.

In this week's post, we'll start at the top:

Do You Need a Blog?
Writing blogs is a major part of what I do for a living, but I'm gonna come right out and say it:  Not everybody needs a blog.  Our large and furry friend in the above picture, for instance.  Although, to be fair, I have been tempted to create a Facebook page for my dog... but that's another story.

Here's the deal:  Not every business needs a blog.  Most do, but a few don't.  And there are times when having a blog is worse than not having a blog. 

When Not to Have A Blog
There are two basic reasons not to have a blog:

1. Your customers won't read it.
2. You won't commit to it.

If your customer base isn't likely to use the Internet to find you or connect with you, then you don't need a blog.  Simple as that.

Realistically, though, this applies to a small fragment of the population; between our smartphones, our computers, and public Wi-Fi networks, most people go online to get information these days.

So, let's assume that you're in the vast majority.  You have a website for your business.  Why wouldn't you need a blog?
Aside from bad grammar, few things turn me away from a site faster than an unkempt appearance.  It's the virtual equivalent of a grand old house with peeling paint and hanging shutters.  It says:  I don't care!

If your site is still sporting page design circa 2005 and your blog hasn't been updated since Windows 8 was the Next Big Thing, you're sending a bad message to your future clients.  It goes something like :  I don't care!  or possibly I'm not in business anymore!
Not, I think, the image you want to project.  But how can you run a successful blog - week after week, year after year?

Blogging for Busy Businesses
To be fair, the idea of coming up with an endless stream of topics to write about is daunting.  I do it professionally, and I find it daunting.  The easiest solution is by far to hire someone else to do it for you - especially if writing isn't your thing.

If you plan to hire someone to blog for you, then please read this series.  I speak on behalf of all professional bloggers:  there's stuff you really need to know before you hire us.  If you plan on writing the blog yourself, awesome!  I hope this gives you a road map that you can customize for your own endeavors.

In the next few weeks, we'll consider:

• How to plan your blog
• How to cover up the fact you don't blog regularly
• When to hire a professional
• What blogging does for your business
• What blogging does for your website
• Who you should write for and to
• What you should include on your business blog - and what you really should leave out
• What your pro blogger isn't telling you

Check back next week, and we'll get started on the most intimidating stage:  planning your blog.  Once you've done this bit, blogging will lose some of its terrors.  See you in a few!

---