When I used to teach blogging workshops, often I would start out with this, Today I give you permission not to have a blog on your WordPress site.
As much as I like blogging, I think it is impractical and unrealistic to say that everyone should blog on their business site.
Should All Online Stores Have a Blog?
I’m going to answer this with the same statement. Although telling the story behind you and your products or sharing a customer story can bring value, blogging is not necessary for every store owner. There are certain industries where consumers are going to look for that content to help them make buying decisions.
All Content Is Not Created Equally
Then there are other industries where that’s not going to happen. They may not even look for content, or if content is presented to them, they may just turn their noses up at it.
It depends on what your customers want, what they’re seeking out prior to purchase. You may find that you’re putting all this time, sweat, and effort into a blog, but it’s falling flat. Maybe that’s because your customers don’t need content to make a purchasing decision. In that case, other activities like social media, or even things like in-person marketing, trade shows, and yes, even direct mail, could be more effective.
Content Creation Takes Time and Resources
Content marketing is a very effective marketing strategy. But it’s not necessarily something that everyone can do, especially right away, especially if you are starting up your store and are running a one-man or one-woman shop. You may want to produce content, but you don’t have the time or the resources. It’s something that’s perfectly fine for you to put on the back burner and do later. You can start with something you can manage yourself, say a Twitter account. Or start with sending one email a month and doing a little email marketing.
But, You Can Have a Blog, But Not Blog
You can take advantage of the blogging functionality on your WooCommerce site without having a blog. There is a couple of ways to understand this.
Posts are Flexible
Posts are simply content that you can use to keep your site alive with fresh information for your readers.
Instead of a blog, it can be a collection or series or articles, white papers, or even, recipes. Maybe you use them for testimonials or product specs. Or for events. My point here is get creative and find a way that you can use the power of posts and the ability to organize them in a way that works for you.
Custom Post Types
When you use certain plugins or themes, they will create what is called a Custom Post Types. A few examples of this:
An event calendar plugin will have a special post type for events that you create.
A fundraising plugin will have a special post type of donations.
A plugin that allows you to offer downloads will have a custom post type for downloads.
Although you are likely not adding content using the same strategy as a blog, these types are still posts and will help build your SEO.
Start Blogging When It’s Right For You and Your Business
You can start with running promotions on your site. You don’t have to have a blog right away. That’s something you can do a year from now, two years from now, three years from now, or even just a month from now. By then, you will have a better grasp of what time and resources are available to you. Or the time may come when have more resources available.
Those are the three things that it comes down to: Is a blog an effective tool for you? Do you have the time and resources to put into it? Does a blog fit well into your content strategy? If you answer those three questions honestly, you can’t go wrong.
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