4 Executive Roadblocks To Blogging (And Why You Need To Knock Them Down)
Heidi Cohen takes exception with bosses who think blogs are a total waste of time and effort. Even ones who think blogs are no more than a necessary evil.
I think she’s right. Is your boss still on the wrong side of the blog equation? Management excuses for avoiding a blog run the spectrum, but they tend to fall into a few distinct categories.
There’s no point.
Creating blog content can serve several purposes, exponentially increasing its value. For instance with just a few tweaks a company press release can become a blog article.
In addition, as Cohen notes studies clearly show that having a blog can significantly increase a company’s website, inbound links and overall traffic. It’s certainly an easy way to create more links to internal website pages and to your company’s social media networks. Oh. Your boss probably doesn’t approve of using social media for business purposes either, right?
Studies also show that the vast majority of shoppers now research products and services – and companies – online prior to making a purchase. A blog can provide a steady stream of very useful information that nicely supports your company’s more overt promotions and advertising, especially is it’s deliberately timed to do so. Hmmmm . . . increased product interest and sales? No, there’s no point in that.
It could be detrimental.
Sure, there are plenty of bloggers out there whose goal in life is to rant about nearly anything. But we’re talking about business blogs here. Your company undoubtedly has policies and rules about all kinds of employee behaviors, and that certainly should include blogging. Not to mention there should be control over who writes the blog in the first place.
There’s never an excuse for blog content to disclose confidential information or otherwise embarrass the company, it’s employees, customers or clients or anyone else associated with it. This is essentially a non-issue for any well-managed firm.
But here’s something more on-point: a blog is a perfect podium from which to address comments and reviews about your company, especially to overcome negatives. You can address them head-on or by simply focusing on the facts of the matter that refute negative comments or impressions. You can change people’s minds doing this. And the mere fact that you bother to respond to anything negative tells people your company actually listens. That’s a big positive.
Nobody else is doing it.
Your boss’s mom always said “everyone’s doing it” was not a good reason. But that doesn’t mean the opposite is true. And how does your boss know what the competition is doing anyway? Oh, wait. Is he/she searching online?
Besides, who wants to be the last dog in line? Most companies today are striving for leadership – thought leadership, industry leadership, perceived leadership in innovative products or services or customer service. All of which are expressly supported by a blog, by the way.
We don’t have anything to talk about.
Really? That’s a shame. Your sales and marketing department must be really bored.
Let’s be honest here. A blog can be one of the smartest, most effective marketing tools for any size or type of business. Regardless of what your boss thinks is important or what the company’s official goals are, a blog can specifically and efficiently speak to those things, and ultimately that supports something every boss can get behind: better profitability.
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