I get it when solo entrepreneur's blog. They're generating traffic to their website, attempting to raise their profile and show their skill-set. It's a proven strategy and there are more examples of this online than I could ever mention.
I also get why new media sites like Mashable and Upworthy took the blog format and turned it into an easily accessible form of bite size entertainment. Small nibbles of information to graze on the go.
But what I don't get is why there aren't many B2B businesses doing anything exciting with blogging.
I know I sound like a curmudgeon here and, YES, Of course I know there are examples of pretty good business blogs out there – actual company blogs where a team is actually doing some kind of content creation together; but my overwhelming feeling remains that the majority of business blogs I stumble across utterly bore me !
There. I've said it.
Looking through my RSS reader I can see that 95 percent of the blogs I read are either by solitary bloggers or started out that way and branched out by taking on other writers.
The other business-related blogs I read are those company sites where one member of staff is really rocking it, producing exceptional content that answers the problems or questions I go online to solve.
Is Content Marketing Just for Marketers?
I think part of the issue here is that content marketing, of which blogging is of course very much a key part, is increasingly being taken care of by professionals. In the current content shock we're experiencing, it's incredibly hard to get noticed so businesses are investing their marketing budgets into marketers who create content. Blogs have become delivery mechanisms for text, audio and video ultimately designed to sell.
Is that the reason it's all so boring?
Maybe we've been blogging for so long that marketing professionals and digital strategists have decided what makes a great business blog, blogged about that for years, and started to perpetuate the notion of what a business blog should look like ? And then that's resulted in an abundance of blogs that have the voice, tone and approach.
Or have B2B blogs lost their mojo because at the end of the day the content is designed to push you just that little bit further into the sales funnel? Is there something there that's just being driven by the need to sell?
No Answers, Just Questions
I'll admit it: I don't know how a business should blog. Sure, I have some ideas relating to specific clients and business models. And I know that a great blog should include video, audio and text and speak to the target audience. But broadly speaking I don't know anymore what constitutes a great business blog right now in September 2014. Or to rephrase that slightly: a great blog by a business that is made up of a group of people working together. Not a solo enterprise.
What should it look like ? How that should really feel? Especially at this particular point in time where readers seem to have the attention span of minnows and social media grazing has become the dominant form of reading.
I know the whys for business blogging:
- lead generation
and so on.
Nevertheless, caught up amidst my current content drive, I'm trying to go back and think through this whole process of business blogging again and find some example of businesses doing something interesting. Something original. Something that actually makes a difference
Or does business blogging not make a difference anymore ?
What do you think makes a great business blog ? Do you have any examples ?