Posted by : Amanda Stein Tuesday, September 18, 2012
If you run a business, you should be blogging. That's been the standard recommendation for all types of online business, whether you're offering investment portfolios or selling Mustang stripes.
Yet increasingly you hear whispers — and sometimes outright shouts — that blogging is dead. The latest round of "Blogging is dead" announcements came when the University of Massachusetts Center for Marketing Research published data indicating that only 37 percent of 170 companies listed in Inc.'s 500 fastest-growing companies blogged. Only 37 percent! Contact the pallbearers and arrange for the hearse!
Looking Awfully Healthy for a Dead Industry
What the blogging naysayers tend to overlook is the same research indicated that 92 percent of companies who did blog considered their blogs to be successful. And the University of Massachusetts research is based on a very small sample population: only 170 out of 500 companies featured in Inc.'s annual review, or a tiny slice of the overall business world.
In comparison, over 158 million blogs are available online, many of which are tied to products or businesses. That's a significant number for a supposedly dying industry. And according to Hubspot, company blogs greatly increase monthly sales leads by 67 percent for business-to-business sales, and a whopping 88 percent for business to consumer leads.
Why Blogging Fails
In the face of such numbers, why are people so quick to assume blogging is dead? Put simply, it's because blogging is a hard slog that requires patience and time to achieve results.
Many businesses (and personal bloggers) hear how easy it is to blog and dive into the field with unrealistic expectations. They make strong starts, publishing regular content, but as the months pass and the expected audience fails to materialize, the blog falters. Regular postings devolve into infrequent posts, which eventually stop altogether. The bloggers announces that blogging is dead, which is less painful than admitting their personal blogs were unsuccessful.
Often the only difference between a successful and unsuccessful blog is the time committed to the blog. Not talent, not luck or writing ability … just time. It takes most blogs two or three years to start generating significant traffic. Some experts believe you can't determine a blog's success until after its 500th post.
Making that kind of commitment isn't easy. Returning to a low traffic blog week after week requires dedication (and some would say a certain level of masochism). Not every business has the resources to dedicate to such long-term gambles. Those who do, however, often see an avalanche of traffic after that magical 500th posting, whether the blog's subject matter is celebrity gossip, child-safety or Mustang classic parts. So no, blogging isn’t dead, but it does require commitment, dedication and a genuine interest in your subject material.
This guest blog post was written by Michael who specializes in the blogging industry and how blogs can become successful, whether the focus is car accessories from CJ Pony Parts like Mustang stripes or healthy eating.