Business people often fall into one of two categories when it comes to blogging. Those who believe it is a complete waste of time and effort, and those who see its value as marketing tool.
It’s very much a Marmite matter.
The anti-bloggers often believe you get a far better return for your time if you were to pick up the phone to companies you wanted to work with and talk to them.
If you are someone who is comfortable with cold calling, that could be a valid point. However, you have to weigh up whether that is a good use of your time, or if it
The problem is they’re missing the point of blogging and content marketing – being a highly effective promotional tool.
It’s a great way of driving traffic to your website. Before you shout me down saying that your customers don’t Google for your type of service, you’re wrong.
I was always told people don’t Google for copywriters; they ask for recommendations from colleagues and peers. But that’s wrong because people do Google. I’ve had a number of clients find me through that mighty search engine.
So is it a waste of time blogging?
No.
Why?
- It is a great way to show yourself as an expert in your field
- It helps you reach a vast audience
- It’s a good way of adding fresh, high quality content to your website
- It’s a fantastic way to grow your marketing list (by getting readers to sign up to your newsletter)
- It’s the perfect way to add value to your customers and readers
But if you are going to blog, make sure you add value and do something different. Don’t copy your favourite blogger’s style because:
- You won’t get noticed
- You won’t be saying anything different
- You’ll be downright boring
Write stuff that’s useful and that people haven’t heard before. And don’t be afraid to put your opinions out there – the more controversial the better – and get a conversation started.
Outsource or in-house?
Normally, I advise small businesses to write
However, if you aren’t a great writer, don’t have time, or are a bigger company that’s looking for a professional, reliable writer, find a copywriter.
All you have to do is provide them with a list of topics and information about your target audience, and they’ll do the rest for you.
After all, delegation is the art of good business. In the words of Theodore Roosevelt:
“The best executive is the one who has sense enough to pick good men to do what he wants done, and self-restraint to keep from meddling while they do it.”
Plus, as your copywriter is external to your business, she will bring something extra to the task in hand. As David Ogilvy (Advertising Executive) once said:
“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.”
Sally Ormond is a professional freelance copywriter. To get her powerful words working wonders for your business, call her now on +4(0) 1449 779605 or email sally@briarcopywriting.com. Client slots are limited so, if you’re serious about content marketing, make that connection now before someone else does.
