Should Your Brand Blog in 2023? [Pros & Cons]
Are you thinking about starting a company blog? That's great! But before you dive in, there are a few things you should consider.
Blogging can be a great way to connect with customers and share your company's story. It can also help you rank higher in search engines and build brand awareness. But it's not without its risks.
In this post, we'll take a look at the pros and cons of starting a company blog in 2023. By the end of it, you'll be able to make an informed decision about whether or not blogging is right for your business.
Without further ado, let’s dive in!
What Are the Benefits of a Company Blog in 2023?
You might be wondering whether a company blog is still a worthwhile investment in 2023. The truth is that you can still see results with blogging. However, this will depend on your content playbook.
Approach blogging as a long-term effort and focus on addressing real user problems. With the right mindset and skills, blogging will help you to:
- Build brand awareness
- Boost your discoverability
- Position your brand as a niche authority
- Foster brand loyalty
- Nurture leads at scale
Let’s see how!
Blogging for brand awareness
Users who find you through your content may not be ready to buy from you yet. But, now they know that you exist and are creating resources for them. And they may share your material with colleagues, friends, or their social media followers.
Create content that serves an actual purpose, and more people will get to know your brand organically.
Blogging for discoverability
Blogging is also great for becoming easier to discover online. Especially on search engines.
Blogging is absolutely essential to boosting your website’s organic traffic. Through articles analyzing industry trends, providing advice, or recommending tools, you’ll become findable for users at different stages of their journey.
Blogging for authority-building
Your blog should be proof that you know what you’re talking about. When you post useful and original articles, you affirm your brand’s expertise solving a specific user pain. So a great blog can help you position yourself as a trustworthy specialist.
Blogging to foster brand loyalty
Additionally, if your content’s helping your users to truly understand their challenges and get closer to their goals, you’re fostering loyalty. Educating your audience can go a long way.
Blogging for lead nurturing
Blog posts can be a great tool to:
- Start conversations with leads
- Provide extra value to qualified leads
- Stay top-of-mind through long sales processes
- Reactivate dormant deals
A short follow-up asking for a meeting may come across as pushy and annoying. But if you add a link to a piece of content that may help your customer overcome their challenges, everything changes. Now you’re having a conversation.
What Are the Drawbacks of Starting a Company Blog in 2023?
We assume you’re at least a little hesitant to start blogging. And we can’t judge you, starting a company blog in 2023 can feel overwhelming, and it is.
Blogging is a resource-intensive, long-term commitment. And it’s becoming increasingly difficult to see true results from it.
You may be wondering if:
- Blogging is too expensive
- It takes too long to see results
- There’s too much content already
- There are more effective formats
Let’s take a closer look.
Blogging is too resource-intensive
Blogging is only worth it if you’re creating actually valuable content. That is, original content that’s useful to your audience. Creating this type of material can be very resource-intensive.
For instance, it can take a freelance writer up to 5-10 days to research, write and edit a piece.
But blogging isn’t just about writing content. You’ll also need to develop a proper content strategy. And that takes even more time, expertise, and resources.
For instance, at Postdigitalist every blogging partnership is handled by:
- An SEO specialist
- An editor
- A content strategist
- 1-2 writers
And, in some cases, we bring our graphic design team into the mix as well.
Imagine having to hire an in-house blogging team, train them, and manage them!
The sheer amount of human resources that effective blogging requires can be a major deal-breaker. Especially for small, early-stage startups. And, paradoxically, the sooner you get started with content, the better.
It takes too long to see results
Estimates suggest that it takes 6-12 months to see SEO results. That strongly depends on how you define “results”.
For instance, in the first 3 months since we relaunched our website, we’ve seen:
- 569% increase in organic impressions
- 202% growth in organic traffic
- A 5.6 rise in average SERP position
Additionally, our content sparked amazing conversations with qualified leads.
It may take 6-12 months to see an improvement in SERP positioning and organic traffic. Especially in high-competition niches. But your content can start making a difference from day 1, if used correctly.
There’s too much content already
If you’ve ever attempted blogging before, you may have found that every topic you wanted to target has already been written about. And to add insult to injury, the posts that make it to the top of the SERPs were published by unbeatable industry leaders. These companies have years under their belt, thousands of backlinks, and global brand recognition.
Below top SERP results, you will often find tons of low-quality AI-generated content. So you won’t just have to compete with high-value content from industry leaders, but also with tons of filler material.
Is it possible to grow with blogging in 2023? Yes, but you’ll need a carefully planned and constantly tested strategy. Simply publishing tons of posts is no longer enough.
Grow your organic traffic by targeting underserved keywords, check out our 2023 organic growth guide.
Isn’t video more effective?
Video is one of the most popular and effective content formats out there. According to the 2022 State of Content Marketing 2022 Global Report, 37% of content marketers point out that video is their best-performing content format. But blog posts are a close second, with 35% of teams regarding posts as their best performing material.
Video content is highly effective - especially on social media. But blog posts still have a clear series of pros:
- They’re one of the most accessible content formats
- They help you to rank on search engines like no other format
- They’re easy to consume, especially for users who are on the go
- They can be consumed in an asynchronous and highly personalized way
Should You Start a Company Blog?
It's clear that there are pros and cons to running a company blog in 2023. We hope we’ve helped you weigh the pros against the cons and determine whether your brand should blog.
If you decide not to start a blog, there are still plenty of ways to communicate with your customers and build relationships with them. The most important thing is to provide actual value, consistently.
- Hosting virtual events
- Creating a community forum on Discord or Slack
- Producing a weekly or monthly newsletter
If you decide that a company blog is right for your business, make sure you put in the time and effort to make it successful. Research your audience, post great content regularly, and engage with your readers.
Easier said than done, right?
Outsourcing Your Blog
Content outsourcing companies are often associated with low-quality material, poor customer service, and a lack of commitment to the clients’ mission. But you don’t have to go through that.
If you’re looking for a dedicated team to manage your company blog, you’re in the right place. At Postdigitalist, we help B2B startups to grow with actually good content. Our secret is lean workflows, strategic long-term thinking, and articles that your users actually want to read.