One of the biggest misconceptions about having a business blog is that it is purely a creative endeavour you do when you can find the time.
I’m not saying there is anything wrong with being creative or enjoying the process of blogging. I enjoy writing. It’s how I think, really. I enjoy the art of it and the cathartic nature of blogging. I’m also a maker, a designer and an artist. Creativity is the expression of your being and from a business perspective, can add life to your marketing.
What I’ve discovered though, is that it doesn’t work to view business blogging in the same way as you would lifestyle blogging (which has an entirely different set of goals attached to it if you’re not monetizing your blog).
Whether you mean to or not, cognitively, if you view your business blog as purely a creative endeavour, passion-project, hobby, or a nice to have rather than a must-have, you may be unintentionally putting it further down the priority list.
If you have a business blog to build your profile, showcase your authority and nurture relationships with potential clients, then your blog is a sales tool, not a hobby.
How my creative mindset was my Achilles heel
This was really driven home to me recently when I wanted to launch a new project to re-engage and activate my audience. I’d become the procrastinator, stuck and stressed. I came up with a new creative idea and when brainstorming it with a colleague, he pointed out to me that one of my goals (and needs) was to make money. Ergh! Make money?
I was so uncomfortable looking at my project as a money-making machine. I loved sharing my creativity with the world freely because it’s all about giving value right? The thing is, I already give a lot of value away for free and I wasn’t seeing quite how much until my colleague gently pointed it out to me. I was undervaluing my project because I was thinking like a creative and not like a businesswoman. In the end, I realised that wasn’t sustainable.
Business blogging requires a different mindset to lifestyle blogging.
It’s not that you have to sell sell sell with every post, but it helps to be strategic in what you post and create business-related blog posts with the reader (your intended customers) in mind. You can write different blog posts for different buyer types as well.
It’s not personal, it’s business
The impact of viewing business blogging as a creative endeavour is that you are more prone to lapses in confidence and procrastination. You may start to feel anxious about putting yourself out there for all the world to see. After all, like any creative endeavour, blogging is personal, right?
It’s true that you inject your voice, stories and personality into your business blog posts and I get that can occur as sharing something personal. However, if you alter your view about your blog to one that is about giving value and service to a person who badly needs your help, you start to see that your blog posts are not about you but about the people you are aiming to serve.
When someone types in a search term on Google or asks a question on Facebook, they are essentially asking for your help. You can give them the answers through your blog content. If you consider that having this conversation ahead of time through your business blog makes it more likely a person will do business with you, it’s a different conversation.
Consider these content marketing stats
Here are a few fun facts about content generation and marketing to consider:
- When your content is shared by 12% more people (employees, members, customers, fans) it can grow your revenue by up to 200%. (Bambu)
- The biggest challenge for 63% of marketers is traffic and lead generation (Hubspot)
- “One in ten blog posts are compounding, meaning organic search increases their traffic over time.” (HubSpot, 2016)
- “Companies that published 16+ blog posts per month got almost 3.5 times more traffic than companies that published zero to four monthly posts.” (HubSpot, 2015)
The Hubspot stats, in particular, demonstrate the link between blogging and traffic and lead generation.
If the biggest problem is generating traffic and leads and blogging is the primary way of generating quality traffic and leads, then it literally pays to blog.
And if your revenue is increased by the number of people sharing your content, then it pays to create blog content with those people in mind and mobilise them to share.
Relevant, entertaining and informative business blog content sells! To put it in the same box mentally as a creative activity could undermine its value to your business.