Five Big Worries of a First Time Blogger - And How to Overcome Them
• What if I blog and no one cares what I have to say?
• What if I run out of interesting things to say on my blog?
• What if customers post negative comments on my blog posts, in front of all my other customers?
• How can I possibly find time in my busy schedule to author a blog?
• Aren't most blogs just insiders talking to insiders? My customers won't care.
Sound familiar? Have these fears kept you up at night as you weigh the decision of
whether to join the ranks of bloggers? These are the very real and understandable concerns
of clients we've worked with as they face the decision of whether to blog. To blog or not
to blog - that is the question.
It's a good question, and one that any potential blogger should think through
carefully. The above list of worries, while they are often just a case of the jitters,
deserve serious consideration before taking on the considerable commitment of becoming a
blogger. Rather than brushing away these fears, I typically encourage clients to dig in
and think them through, as the answers will give them important insights into whether they
should blog and what kind of blogger they should be. So, here's a paraphrased conversation
I had recently with a small business owner who is currently wrestling with this very decision.
What if I blog and no one cares what I have to say? This concern stems from a
widely-shared impression that bloggers just write about whatever comes to mind and hope
other people will find their thoughts interesting. While it's undoubtedly true that some
bloggers are driven only by a need to express themselves - and many do indeed build a
following - it's more often the case that good blogs are the result of a deliberate strategy.
Successful bloggers are typically people who understand the audience they are
trying to reach and build a following by addressing the needs, solving the problems, and
answering the questions - in short, offering value - for that audience. So, if you're
concerned that no one cares about what you have to say, then consider saying something
that your audience does care about. If you continue to offer valuable information and
insights to the audience you're targeting, they'll care what you have to say.
What if I run out of interesting things to say on my blog? The first answer here is the
obvious one - keep asking your readers and your customers what problems they're trying to
solve, what questions they have, what content they find valuable - and then write about
it. But also, be honest with yourself. Not all businesses have an ongoing stream of
content to provide to their customers. Some small businesses have a simple,
straightforward product or service that customers understand well and don't necessarily
want to read about. Some businesses have highly complex or technical offerings that don't
lend themselves well to the informal, conversational, and brief format of a blog. It's
worth spending time to think through whether "content marketing" will truly benefit your
customers and be worth your time.
What if customers post negative comments on my blog, in front of all my other
customers? Don't let this one trip you up. Customers will post negative comments, so
expect that. But if they don't post them on your blog, they'll post them somewhere else on
another social media channel, where you may not see them and they're much more likely to
spread. If customers or prospects enter negative comments on your blog, it's because they
want you to see them and respond. So, respond. Give them your apologies if their
complaints are warranted. Give them your perspective if you don't agree. Defend yourself
if you think it's required. Or, if they are simply being rude, you can ignore them and let
their bad behaviour speak for itself. Bottom line, negative comments in social media are
much easier to manage when you're aware and involved.