I’ve been writing blog posts for nearly a decade, and it is safe to say I have composed more than my share. In fact, I am dangerously over-exposed to blogs, social media and industry advice coming from every direction. Which may explain the bitter taste left in mouth by the steady stream of of experts and pontificators who suggest over and over again that small- to medium-sized businesses must find time to blog.
I could point to any number or prominent violators busily spinning their webs of opinion and deceit. Of course, the content evangelists don’t see what they’re doing as problematic in the least. Quite the contrary, the soapbox toppers of our day are doing us all a service, heckling us about the need to blog, and to share every update or fragment of a thought in social channels.
What the hell, it’s free advice. We are free to take it or leave it. Here, let me contribute one more float to the ego parade, but may it please be the anti-float (like the one in Animal House).
Five Reasons Why Your Business Does Not Need A Blog
1) Your prospects and customers don’t read blogs or much else on a screen.
2) There’s not enough return on investment to justify the cost.
3) Every company is NOT a media company. Many successful companies make widgets or muffins or whatever and create no media at all.
4) Your “blogging voice” has an incurable case of blogarrhea and can’t stop itself from talking incessantly about the company’s great products, service and so on. Booooring.
5) You never signed up to be a thought leader, and just want to be the best chimney sweep, pizza maker, social worker or writer of ads you can be.
Would Frank Lloyd Wright bother to write a blog post in order to further enhance his architecture brand? No. He’d simply show you the blueprints or better yet a model of the building he envisions for you. Show, don’t tell. Yet, here we are falling all over ourselves to tell it like it is.
The blogging garden is wildly overgrown. The weeds are hardly discernible from the fruits. And this clutter violates a fundamental law of marcom. In order to communicate brand value, it’s necessary to strip away all the excess around a brand. That’s the beauty of an ad — it’s compact, and can only carry one message comfortably. If you consistently bring clarity and order to your blogging, bless you. If you go on and on and in an inelegant manner, it’s time to confiscate your noise maker.