Tuesday, December 3, 2019

Blogging is a Leading Cause of Workplace Stress

“It’s easy, they said” is the most often heard statement just before you finish the last blog article you’ll ever write for your business. And the last one only took a couple of hours, a half bottle of wine and that inner voice continually telling you finish it so you can go back to work making money for your company.

The life expectancy for a business blog, especially in the construction industry, is 4 months. At that point no amount of resuscitation will revive it. It’s dead and it’s going to stay dead if you have anything to say about it.

But why is writing a simple article so hard?

Here are some reasons almost all blogs fail:

You Don’t Know Who You’re Writing For That can’t be right. I know who is reading what I write. No you don’t. You may think you know who but it may turn out that nobody actually cares what you have to say.

If you are a retail business, writing about the latest product you’re selling isn’t something you need to write an entire article about. A simple one line on social media with a picture and the name of your store is usually sufficient.

If you are writing a blog for an industry, like modular housing, you may think potential new home buyers want to read about a new plan or option you’re offering. But the question becomes, does your factory have enough new stuff to write about for 3-4 blog posts a month and do customers actually check your site every couple of days looking for new floorplans? I don’t think so.

New home builders have tried writing blog posts on their website. Notice this is past tense. I go to a lot of builder websites and see the last blog post was written 2 years ago. I guess there’s just so much wine you can drink.

You Don’t Know How to Create a Basic Outline for Your Article There is a basic outline you should use when writing a blog article:
  • Select a Theme
  • Choose a Main Topic
  • Add Subtopics

Let me guess, it’s been a while since you’ve had to write anything longer than a text, an email or a contract.

And to add insult to injury, you may have actually volunteered to write a blog. Selecting a Theme and Topics just might be a gateway to a shot of Jack Daniels

You Can’t Hook the Reader in the First Two Lines
If you have the answer to this one, please share it with everyone. Writing a title and a couple of lines that hook a reader is tough. Many an hour has been spent writing and rewriting those two things.

What seemed to work last time falls flat this time. Go figure!

You’ll Never Go Viral Even if you have a way to check how many people have actually stopped and read your blog article, you may be surprised to learn that the actual number of people, besides your friends and fellow employees, is probably less than 20.

Talk about discouraging. Only 20 people! And that’s on a good day. Unless there is some other reason for people to visit the company’s website on a daily basis, your time and effort will only be seen by 20 people or less.

Most retail sites don’t have blogs. Check out Amazon. They don’t have one and it’s not because they can’t afford to hire bloggers, it’s because they want their customers buying, not reading 700 word blog articles about what color is going to be hot for 2020.

If My Blog Doesn’t Work Out, I’ll Do a Podcast or YouTube Video Let’s get real. If you don’t have the time or talent to write a blog article at least once a week, what makes you think something that can take a lot longer to create and edit like a podcast or video will be any easier or more interesting to your website visitors?

If you truly believe your company needs a blog, you need to hire a blogger with lots of knowledge of your business/industry and a proven track record in writing articles on time. Otherwise keep posting on Facebook, Pinterest, Instagram, Tik Tok, etc, where people have an attention span of less than 30 seconds. At least they may read something you post once in a while.

Do you have any Jack left you can share?

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