Writing by Nick Stamoulis in B2B SEO Marketing
With so much emphasis on social media for business these days, it seems as if blogging isn’t getting the attention that it still deserves. Long before there was Facebook or Twitter people took to their blogs to share their thoughts and opinions on a variety of topics. B2B businesses used blogs as an informal way to communicate with current and potential clients and customers. There’s no reason for this practice to stop, however the decision to blog shouldn’t be made lightly. In order to do it right, blogging is a big commitment. It takes a lot of time and resources to create quality posts that are worth reading and if you’re going to spend the time, you better be willing to also spend the money. Far too many companies think that it’s OK to skimp and use a free blogging platform for business. Well, it’s not OK and here’s why.
Free blogging platforms like Blogger or the free version of WordPress work just fine for hobby blogs. After all, it’s just a hobby and there are no business implications. Using those platforms for business use is an entirely different story. First, it’s unprofessional. No matter what B2B industry you are in, you have competitors in the online space fighting for target audience attention. What do you think is more impressive to a potential client or customer- a well-designed B2B business blog that incorporates brand imagery or one that has the same theme as their neighbor Sally’s doll collector blog? Let’s face it, looks are important. The look and feel of a business blog is just as important as the look and feel of a business website. No matter how good the content is, it really won’t be taken seriously if it doesn’t look like a professional blog.
The second reason to never use a free sub domain blogging platform for a B2B business blog is because you don’t have control. What’s great about owning a blog is that you can do whatever you’d like with it, whenever you’d like. There are no rules. If you decide that it’s time to update the look and feel, go right ahead. If you want to completely re-design the blog, nothing is stopping you.
What deters many businesses from hosting a blog on their own site is the cost. While some may not agree, we’re in the opinion that if you can’t afford to do it right, don’t do it at all. The money that will be spent to own and operate your own blog is worth it over time as long as you are fully committed to posting quality content on a regular basis.