Why you need a blog and why you (probably) shouldn't be the one writing it

By Kelly Sargent

AS I KNOW you know, a blog is a regularly updated website or web page managed by a group, individual or business — written in an informal or conversational style. 

The number of blogs has blown up recently: some estimates cite the uptick as high as 31% over the last four years. 

What, you may be wondering, can account for the proliferation of this particular form of online communication? The answer is simple; because they're effective — or at least they can be. 

Check out the stats below, then we'll talk about the 'can be' caveat.

• 77% of Internet users read blogs.
• 61% of online consumers in the United States have made a purchase based on recommendations from a blog.
• Business-to-business companies who use blogs generate 67% more leads per month than those that don't.
• Business-to-consumer companies who use blogs generate 88% more leads per month than those that don't 
• Inbound marketing, of which blogging is a crucial part, costs 62% less per lead than outbound marketing. 

Here's the caveat: a blog is only effective if it's well-written and published regularly. 
Here's a typical scenario: a company starts a blog with the best intentions, things get busy at work and the blog falls by the wayside. 

That's why it's a good idea to consider hiring someone to blog for you. They'll do what they're good at so that you can continue doing what you're good at — and the blog gets written.

Although failing to write regularly is the most common problem, the opposite is also counterproductive. We met with a company recently that had been posting every day and emailing each post to their audience. Nobody wants to hear from anyone except maybe loved ones every day!  Proof that even organizations with enough personnel and time to write should consider having an outside contractor keeping an eye on the process.

You can't see the picture if you're in the frame. That's true about writing about your own blog. It's easy to get into the weeds with too many details and lose your audience. A professional writer will have a clearer perspective of what your readers want to hear and how often. 

The goal is to set yourself apart from the background noise and ever-expanding range of choices available. A blog is a way to personalize yourself and what your business has to offer. Plus, let's face it, everyone loves a good story. So start telling them. Or let me tell them for you. ​

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