I KNOW, IT SOUNDS LIKE BLASPHEMY coming from an content marketer, but the reality is you don’t have to blog for business if you don’t want to. Blogging isn’t for everyone. If you don’t like to write, you won’t do it, anyway, so why set yourself up for the guilt?
But what about search engine optimization? Yes, daily, weekly, even bi-weekly, consistent blogging can help with SEO because search engines love frequently updated, original content. But saying you are going to blog and then not doing it is not optimizing your site for search engines, so why even go there? There are other ways to improve SEO.
Of course, as any pro blogger will tell you, one of the advantages of blogging is that you have unique content you can post to social media which, if done correctly, will attract more visitors to your site where they, presumably, will purchase your goods or services. So what? There are other ways to accomplish this as well.
If you don’t like to write or simply don’t have the time, here are some suggestions:
- HIRE IT DONE. There are many people out there who would blog for you. The cost will vary based on the person’s skills and qualifications and the services they provide PRO TIP: Here are a few questions to ask a content writer about his or her service: Is it turnkey including artwork? Do you work in an industry that requires a higher level of skill, knowledge and experience, like financial or legal? How often would you like content posted? Will they be doing the posting for you? Will they share it on social media?
- VLOG INSTEAD OF BLOG. It is easy enough these days to create short, meaningful videos to get your message across. You can create a video using your laptop, your phone or your tablet and then embed it in your site, or load it on YouTube, Vimeo or some other service. Video blogs should be short and sweet, and they don’t have to be ultra produced. Just make sure the lighting, sound quality and content is good. Record it. Post it. Done. You now can index videos for ranking purposes. Although Google is getting better at parsing the meaning from video content, you also can go the extra step of hiring a transcription service to transcribe your videos so you can post the transcript underneath it. (Just Google “video transcription services, you’ll be amazed at the options.) PRO TIP: Shoot multiple videos in one day and then post them one at a time over the course of several weeks.
- RECORD A PODCAST. Post that baby on SoundCloud, iTunes and/or some other audio service, and then to your site. The advantage of podcasts is that they are portable. People can listen to them anytime, anywhere—while the are sitting in a waiting room, driving in their cars or jogging during a lunch break—simply by accessing the podcast app on their phone. PRO TIP: The key is to well-received, highly trafficked podcasts is making sure that, in addition to great content, you have a good microphone. Nobody wants to listen to tinny sounding podcasts.
- PHOTO BLOG. This idea is not recommended often, but in this day and age of short attention spans and information overload, here is a quick and easy blogging idea: Post one really cool, eye-catching photo with ONE tip, message or idea related to the photo and beneficial to your audience. PRO TIP: Be sure to tag your photos so they are searchable.
- UPDATE YOUR WEBSITE CONTENT IN OTHER WAYS. Write an FAQ. Add white papers to your site periodically. Create a content library. Add free reports, ebooks or interview transcripts. PRO TIP: Think about information you create and use every day in your business—information you know your clients will appreciate—and then repurpose it. If you don’t have the time to do it yourself, hire a content writer to help.
- LINK SOCIAL FEEDS TO YOUR SITE. If you love to post to social media sites like Twitter, Instagram or Facebook, simply link your social feed to your site! PRO TIP: Be sure to test the feed to make sure it looks the way you want it to.
- FOR SEO, be sure you (or your web developer) are taking full advantage of SEO plug-ins, search engine and directory submissions, and other SEO tools. High quality content is critical. PRO TIP: Keyword stuffing is out, relevancy is in.
Above all, don’t write just to write. Nobody has time for drivel and useless information. If you don’t have anything of value to say, then don’t say anything. Of course, if you don’t have anything useful to say, then you might have a hard time convincing people to pay for your advice and services.