Is it time to blow the cobwebs off your business blog?

In the age of social media and online presence, the traditional blog might seem like a relic of the past. Here’s why leaving your blog more filled with cobwebs than content could mean overlooking a crucial marketing opportunity

For dealers, maintaining a company blog can often feel daunting, time-consuming and labour-intensive. Chances are, unless you’re an online marketing expert or have a particular passion for writing, keeping your company blog up to date isn’t high on your list of favourite tasks. Across the internet, countless business blogs sit neglected, gathering digital dust in the corners of websites, rarely updated and completely overlooked.

Part of a marketing strategy

Maintaining a vibrant, high-quality content-driven blog is no longer as difficult as it once was. In the past, small businesses often struggled to dedicate sufficient manpower to regularly produce news and stories.

However, with the advent of digital tools, the process has been streamlined, making it easier than ever to leverage your blog as a powerful platform for communicating business messages and showcasing company culture.

Effectively utilising your blog as a marketing tool hinges on understanding its role within your overall strategy. Unlike video content or social media, blogs typically don’t directly generate new sales leads.

However, they excel in expanding your audience and maintain engagement over time. Think of social media as the initial conversation starter, while your blog serves to delve deeper into specific subjects and niches. By offering high-value content on your blog such as guides and how-to articles, you solidify your position as subject matter experts.

Keeping it relevant

The key to leveraging a business blog effectively is to ensure your content remains pertinent, engaging, and consistently updated. Regular posting is crucial; it doesn’t necessarily mean weekly updates—monthly posts can suffice. However, maintaining an active blog demonstrates your company’s agility and commitment to engagement.

A blog that’s updated periodically, even monthly, signals to your audience that you’re invested in sharing current insights and information. In contrast, having a blog that hasn’t been updated since 2019 can convey a lack of relevance and may deter potential customers.

Every fresh blog post presents a fresh chance for interaction and can be disseminated across different online channels, directing traffic back to your company’s website. Essentially, an active blog serves as a conduit, guiding users from one platform to another.

Share the workload

Blogs don’t have to be dry and boring. They offer an ideal platform to showcase your company’s culture, personality, and core values to visitors. When crafting your blog posts, always keep your customers top of mind—what questions have they recently posed to your sales team? What topics pique their interest? Your blog serves as a direct line to addressing these enquiries and providing valuable industry insights. Enlist contributions from various team members within your organisation. This approach ensures diverse perspectives—from sales and leadership to marketing and operations

Divided among a team of six, with each member contributing a 500-word blog post monthly, the yearly commitment amounts to just 1000 words per person. A small investment to revitalise your blog—an invaluable, cost-effective marketing tool that could be highly worthwhile.