Is Corporate Blogging Worth The Effort?
Listen to corporate blogging evangelists long enough and it’s easy to start thinking that success is going to fall out of the sky and bonk you on the head. However, spend a few weeks implementing all of their techniques and you may end up wondering whether or not all of this hard work is worth the effort.
Before you fall into this trap, and give up, it is important to decide whether or not corporate blogging is worth the effort.
As with any good marketing plan, corporate blogging takes time to implement. It is vital to develop smart expectations, and realize that in order to achieve them, you will have to put in a measure of work.
While there are a few success stories of corporate bloggers that were instantly successful, it takes the average blogger more than six months to start to see results. If you are not willing to wait that long, you may want to rethink your position.
Let’s look at this problem logically. First, you have a problem – you need to promote your company or products and you have heard that corporate blogging is a great way to do that. The solution is setting up that blog, working hard and being patient. The results can vary widely, based largely on your niche and how much effort you put into implementing the solution.
Corporate blogging is not for everyone and there are some businesses that are not well served by this type of marketing. Realizing that your results may not be nearly what you hoped for is a bitter pill to swallow, especially if you have just spent the last six months of your life slaving away at your blog.
So, is corporate blogging really worth it?
The answer varies on many factors, namely: How much time are you willing to put into the effort, How well you plan to promote your efforts and whether or not you can effectively reach your audience. If you understand this going into your corporate blog, it is easier to develop a solution that will ensure that all of the effort you are putting into this is worth it.
You can work for months on a blog, but if you are not promoting it, if you are not writing posts that readers care about, you are wasting your time. You can wait months to see results from heavy promotion, constant writing and tweaking of your efforts, but if it results in increased sales, it is definitely worth it.
Check the hype at the door and look at corporate blogging logically. It is a powerful tool – but only when implemented, used and promoted properly. Fail in any one of these three categories and you may just be wasting your time.
The best solution for many budding corporate bloggers is to read through case studies of other companies and their blogging efforts. You can learn from their mistakes, develop a more reasonable expectation of results and work to implement the necessary ingredients for your success.