The #1 reason you should delete your business blog right now? It’s the same reason some businesses shouldn't start one in the first place:
Your blog is a ghost town.
It’s deserted. Uncared for. Sure, there are a few posts, but it hasn’t been updated in forever. People who visit it can practically hear the wind blowing between empty buildings and see the tumbleweeds rolling across what should be a vibrant street full of conversation and commerce.
More than likely, you started strong, maybe referencing what you would post “next time”. And then there was no next time. Why?
Keeping up a blog takes time, writing skills, and subject matter expertise.
You probably have the last one in spades—you’re an expert at what you do. But what you aren’t an expert in? Blogging.
I know there’s a reason you started your blog. You’re probably aware of some of the statistics on blogging. (For example, according to HubSpot’s Sixth Annual Report of Inbound Marketing and Sales Trends, companies that blog are 13x more likely to generate a positive marketing ROI.)
A neglected blog, however, achieves an ROI of zero at best; at worst, it makes you look like you don't have follow through, which is the last thing you want your visitors to think about you as a business.
Let’s consider your options:
Option A) Kill your blog. Seriously, take it completely off line. Until you’re ready to invest time in it, it’s better to have no blog at all than to have one that looks like the Internet version of an abandoned warehouse.
NOTE: I firmly believe you should blog if you can keep it up on a regular basis. Don’t kill your blog unless you know you don’t have time to blog and don’t want to pay someone for it. Why? 54% more leads are generated by inbound tactics than traditional paid marketing; 2X as many marketers say inbound delivers below average cost per lead than outbound methods; and $20,000 is the average companies save per year by investing more in inbound marketing vs. outbound. (Source: https://www.hubspot.com/marketing-statistics)
Option B) Pay someone. People pay you to be the professional in your area of expertise; why not pay a professional writer to keep your content fresh and your audience engaged? There are plenty of writers out there who do that professionally, and they aren’t difficult to find. (Shameless plug: One of them is writing this article. For his blog. See what I did there?)
Option C) DIY. Develop a plan, get back in there, and start blogging again. If you have some time and the desire to improve your blogging skills, you can do it. Here are some suggestions:
- Create a regular, consistent writing/researching/editing/posting schedule, and make it a priority. (I recommend scheduling about five hours of blogging time per blog post, minimum.)
- Use a simple format or writing prompts to focus your thoughts. (Comment on a trend in your industry, provide a case study, or write up a simple how-to article.)
- Promote your blog posts via social media and an email newsletter. Track the feedback and page visits to gauge effectiveness.
- Remember that your blog doesn’t have to be all writing—people love pictures and videos. If you’re comfortable in front of a camera, a video blog (aka vlog) might be a better option for you than a written one.
My point to all this is simple: Do not have a neglected blog on your website. Period. Whether you revive it, kill it, or pull it down temporarily while you consider your options, don’t let it sit there unattended to. Ghost towns may sometimes be interesting, but nobody spends money there.