Is it worth blogging your small business?

Posted by: John Tozzi on December 10, 2008

Over at Blogspotting, Heather Green reports on a Forrester survey that says only 16 percent of people who read company blogs trust them. The report doesn’t distinguish between small company blogs and big company blogs, but I have the sense that it’s mostly about whether large corporations benefit from blogging. I wanted to highlight it, though, because blogging is frequently discussed as way small business owners can raise their profiles online. (Some companies even outsource their blogs.)

To put that 16 percent in context, that’s a lower percentage than trusts online news sites (which rate a sobering 39 percent) or direct mail (25 percent). In light of Forrester’s findings, is business blogging worth it?

I’d say it depends. If all you’re doing is pasting press releases into Wordpress, probably not. (That might increase your visibility in searches, but I don’t know if that’s a good reason to do it.) But if you write about things that matter to your customers, as Forrester’s Josh Bernoff suggests, and you do it in a conversational, straightforward, and interesting way, then maybe.

Small businesses are already much closer to their customers than big corporations. I think that goes a long way toward bridging the credibility gap the Forrester survey identifies. Done right, blogs can extend and deepen relationships with customers and introduce your company to a broader audience in an authentic way.

So I’ll put the question to our audience: What company blogs do you read? What makes them worth reading? And to small businesses blogging right now, what benefits have you seen? Are the benefits worth the time it takes?

Reader Comments

Miles Technologies

December 15, 2008 1:01 PM

Having a blog for your small business can absolutely provide value. Not only does this help to increase your business' online presence, but it can help to promote your business' expertise with relevant information that is targeted to current and potential customers. If a small business blog is written correctly, it is worth reading because it provides helpful information to your customer base; and it is beneficial to your business because it adds to search engine optimization efforts that help potential customers find your business in the virtual marketplace.
- Miles Technologies
http://milestechnologies.blogspot.com

Your Message Consultant

June 18, 2010 3:06 PM

I suspect the problem stems from how many companies utilize their blogs. If the only posts are related to announcements of new products or sales, the blog degrades into just another form of advertising or even spam. It does absolutely nothing to build trust or build a relationship.

If, on the other hand, the company blog includes useful information in the form of how-to's, conversations about things happening within the industry or showcases how people are using their products; both potential and current customers will come to rely upon it as a resource rather than a glorified sales flyer.

Your Message Consultant
http://www.yourmessageconsultant.com

Post a comment

 

About

What's it like to run your own company today? Entrepreneurs face multiple hurdles new and old, from raising capital and managing employees to keeping up with technology and competing in a global marketplace. In this blog, the Small Business channel's John Tozzi and Nick Leiber discuss the news, trends, and ideas that matter to small business owners. Follow them on Twitter @newentrepreneur.

BW Mall - Sponsored Links

Buy a link now!