The business blog as a silver bullet. It'll cure anything, from low conversions to cankles - but will it really? We take a look at business blogs and whether or not they're a must.

1. Do you really need a business blog?
Niamh Lynch
Superpixel, September 21st 2016

2. Email:
Website:
Twitter:
events@clockworkblog.com
www.clockworkblog.com
@clockwork_blog / @niamh_ly

3. ● When you should create a business blog - and when you shouldn't
● How to judge ROI - essential for a business blog
● How to decide if you should keep an existing company blog
● Alternatives to blogging if you decide it's not for you
Aims

4. Blogging...
...a silver bullet?

5. The internet says...
● Marketers who prioritize blogging are 13x more likely to enjoy positive ROI
● Companies who blog receive 97% more links to their website
● 45% of marketers say blogging is their #1 most important content strategy
● Websites with blogs have 413% more indexed links

6. BUT… only if the blog is WORKING!

7. Should you blog?
● If it will take herculean effort and time, should you blog?
● If you can’t really write, should you blog?
● If your niche is overcrowded, should you blog?
● If your blog is not going to bring in revenue, should you blog?

8. Starting a new
blog

9. Why start a blog?
● Entertain*
● Inform
● Educate
● Inspire
* On that note, are you sure you’re really that funny?

10. objectives
essential
are
specific

11. Easy● Personal Growth
● Educate prospective clients
● DIY public relations

12. ● Engagement
● Trials (software, services)
● Downloads
● Authority/social rep
● Visibility in search rankings
Medium

13. ● Sales
● Leads
● Visibility in search rankings
● Visits and long term return visits
Hard

14. Remember!
Blogging might improve more than one goal, and that’s great but …
● Don’t set the bar too high when you are setting those goals
● Don’t don’t spread yourself too thin
Create actionable goals around your 1 - 2 objectives
The kind you will be able to reference in yearly reviews

15. Which platform?

16. Your existing website platform
Chances are it’s one of the following:
● Wordpress (self-hosted)
● Wordpress.com
● Squarespace
● Wix
● Shopify
These tools are easy to use and should be familiar if
your site is already using one of them

17. Alternatives

18. What does it take?

19. Time,
lots of time

20. Ideas,
lots of ideas

21. Writing skills & perseverance
( It’s tough! )

22. Who will write the blog posts?
● Do they have (at least) 6 hours a month free?
● Are they jumping with article ideas, or do you know where to get new ideas?
● Are they excellent writers who love the artistic process?
● The more yeses, the better. The more noes...

23. No-ville!
If you (or the writer) have neither the time nor the inclination, consider
outsourcing some or all of the blogging process.
If you have no ideas it may be best to skip the blog completely.

24. Judging ROI...
Analytics analytics analytics
(oh, and measure everything) PS
- How
stripy is this guy?!

25. ● Basic GA knowledge essential
● Training; Google self-training* or In-person course
● Online 3rd
party course
● Pay someone else to do it :)
● Don’t rely on platform analytics
* https://analyticsacademy.withgoogle.com/

26. Google doesn’t measure everything*...
* They probably do but it’s not in the analytics dashboard!
● Time spent
● Additional costs (stock images or such)
● Effort expended
● How easily ideas flow
● Stress!

27. Using Analytics
1. Establish SMART goals - (Specific, Measurable, Achievable, Realistic, and Time-bound)
2. Not great for everything, excellent for a blog!
3. Set up GA reports on those goals, record performance
4. Judge at end of SMART goal period, compare with investment into blog
5. Modify and proceed (or not!)

28. But I already have
a blog!

29. Should you keep it?
● Is it fresh?
● Is is quality?
● Does it have a specific objectives?
● Is it achieving those objectives?

30. If you answered...
Keep it! Make sure you have objectives & goals.Three or more yeses
One or more yeses
No yeses :(
Maybe - If you have no time, consider outsourcing.
Make sure you have objectives & goals.
No - kill it

31. Blogging isn’t the only thing you can do
Alternatives depend on objectives but can include:
● PR
● Ads
● Guest blogging
● Email marketing
● Resource creation
● In person networking
● Active social networking
● Occasional writing for 3rd
person sites

32. do
they
need
a
business
blog
Case studies?

33. Should she blog?
Who? A small upscale niche craft product, Ireland and abroad.
Goal? DIY PR, social rep, prospective customer education.
Topic scope? Wide. Lots of trade shows, markets, fairs. Lots of customer
interaction (they like to send pictures and stories about how they use the product).
Lots of “behind the scenes” scope, as well as history/mythology behind the
product.
Time? Very limited. Solo producer as well as business person.
Talent? Not for words & a social media novice.
(
)
AcmeCo.

34. Should they blog?
Who? A national logistics company.
Goal? Visits and Long term return visits,
Visibility in search rankings, Leads, Sales.
Topic scope? Somewhat limited. Perhaps focus on clients, logistics news, etc.
One of many companies, not a very glamorous sector. Not a very online sector.
Time? Probably. Large company with marketing resources and a graphics person.
Talent? Not for words. Execs have very little interest & company only minimally
present on social media. Not a very “online” company.
(
)
AcmeCo.

35. Should he blog?
Who? A local pharmacy with national website.
Goal? Visits and Long term return visits,
Visibility in search rankings, Education
Topic scope? Limited but niche. Website leader in niche health sector. Very
“online” sector. Lots of news. Interview possibilities, as well as related health
sections. Consider implications of medical topic.
Time? Yes, probably. Good sized company with advanced social media skills.
Talent? Yes. He already writes offline & has an excellent social media presence.
(
)
AcmeCo.

36. In summary
Theoretically assess…
● Objectives?
● Goals?
● Resources?
If yes, trial. If no, kill and try an alternative.
Then assess, decide, modify!

37. Thank you for your time!
Questions?