I see / read dozens and dozens of blog posts filled with tips on how to have a better blog, how to drive traffic to your blog, blah, blah, blah.
Just five minutes ago I came upon a small business B2B site of a company founded by a person who is *the* expert in her field. She’s smart, savvy, and full of really great things to say.
Click over to her blog and alas, the last post written was in 2010. (I won’t even talk about how blog used the generic WP theme and that it reflected poorly on her, her company and her brand.)
I see abandoned blogs all the time. And it’s a shame, because a good B2B blog is a real marketing asset.
I totally get that keeping up a blog takes some work, especially when you’re running a business. Trust me — keeping up this blog can sometimes be challenging.
But, here’s the thing. Blogs — especially B2B blogs — don’t have to require a lot of time. Here are my three easy-peasy tips for keeping your B2B blog alive:
1. Write shorter posts — We’re all bombarded by information today. And we’re mobile. And crazy busy. No one has time to read long posts that make your eyes glaze over. Especially on a smart phone. So save your opus for a white paper and write shorter posts.
2. Let other people have fun — If you have employees, let them write posts. If you don’t have time to manage all this activity, hire someone (like me) to manage it (and even ghostwrite) for you.
3. Ignore the standard advice — Small business owners get overwhelmed when they think they have to post multiple times a week or even multiple times a month. Listen to me: Unless you’re trying to become Mashable or TechCrunch, you DO NOT HAVE TO POST MULTIPLE TIMES A WEEK.
I’d rather a small business post a couple of times a month — consistently — and keep the blog alive then try to be a “publisher” (another piece of standard advice you can ignore) and flame out.
What do you think? Am I right or am I crazy?