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Why Your Blog Is Not Adding Business Value, and What You Can Do About It

by Jawad Khan  |  
February 23, 2015

If you hire an online marketing consultant, chances are that starting a business blog will be one of his first recommendations. After all, some 79% of companies that have a blog report a positive ROI for their inbound marketing.

Moreover, a well-managed blog builds not only credibility for a company but also brand loyalty and awareness.

Although blogging is an effective marketing, branding, and sales channel, businesses don't make effective and efficient use of it. In fact, most corporate blogs add little real business value.

As a content marketing consultant, I've had the opportunity to closely monitor hundreds of corporate blogs and identify why some businesses find more success with blogging than their peers.

Based on my experience, here are seven of the most common reasons your blog may not be adding value to your business.

1. You do not have clear blogging objectives

Creating a high-value blog post takes a lot of time and effort. If you don't have a clear objective for your business blog, why invest your energies? Don't start blogging just because your competitors are doing it. First determine how it can add value to your business.

Different businesses blog for different of reasons. Some blog for traffic and backlinks, others blog for brand awareness and credibility. You may want to pursue all of those as objectives.

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Jawad Khan is an experienced inbound marketer and a freelance blogger for hire. You can follow him on his blog WritingMyDestiny.

Twitter: @WritingMDestiny

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  • by Naomi Tate Mon Feb 23, 2015 via mobile

    Hello Mr Khan,
    I just read your post about blogging the right way, so to speak. I have been looking and reading blogs for years, have just recently added podcasts to the mix. I've always said I wanted to start a blog, but never took action. Continuing to gain further information, I finally buckled down and signed up for WordPress. I signed up about 5 days ago, I haven't been able to even publish a post yet. There is a lot more to a blog then simply content and reading. However, I said all of that to point out that 1) I had no idea there was so much to a blog and 2) I also never thought 5 steps forward to create clear objectives or a content strategy. Not seriously anyway, sure I said I would drive traffic from my Facebook to my blog, but honestly that's as far as I've thought about it. This article has not only given me a lot more to think about and to get down on paper, but also proves just how far the rabbit hole truly goes.

    Thank you for the great information.

    Naomi Tate

  • by Rubie Garcia Tue Feb 24, 2015 via web

    Thanks for the information, Jawad. I just have a question regarding creating personality in blogs. If a business decides to outsource people who can do all the writing, is it still advisable to put the names and photos? If they associate these people to the owner's website, what happens if the owner decides to terminate the services of the outsourced firm? Would there be any conflict. I would highly appreciate your opinion on this one.

  • by Jawad Khan Tue Feb 24, 2015 via web


    I'm glad you found my post useful.

    But you mentioned that you haven't published a post yet. I'd recommend you to start creating content on your blog and evolve your strategy with time.

    You learn a lot by just publishing content and monitoring its performance. The points I've mentioned in my post are key principles that you should keep in mind. But you can only implement them once you start publishing.

    Staying on the sidelines for too long and over-planning can actually backfire.


  • by Jawad Khan Tue Feb 24, 2015 via web


    I'm a big advocate of using the actual photos and names of the writers, even if the content is outsourced.

    - It gives the content, personality and voice.
    - It actually encourages the writers to promote the content to their own followers
    - It shows the readers that you have an actual content team managing you blog.

    I've worked with several multi-author business blogs, and I don't think there's any real issue even if you decide to terminate the contract and go with another company, since the content is in your ownership.

    But even if you outsource content to an agency or freelancers, I highly recommend publishing at least once a month by one of your in-house team members (preferably a senior manager).

    Jawad Khan

  • by Naomi Tate Wed Feb 25, 2015 via mobile

    I am pleased to announce I have published my first blog. Take a look!

  • by Jawad Khan Thu Feb 26, 2015 via web

    @Naomi Great to hear that! Publish regularly and learn how the best blogs operate. You'll improve with time I'm sure :)


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