For those new businesses out there wondering if the age of blogging is over….if they should really put in the effort to post blogs on their website…. I’m here to tell you that you should absolutely be blogging. No question. However, the answer isn’t always as simple as yes or no.

Why are you blogging?

Answering this question will help guide your efforts here on out. Are you blogging as user support or customer service? Lead generation? Industry thought leadership? Decide why you are blogging and who your audience is. This is over and above the reasons like: it’s new content you can share with prospects, it updates your website content on a regular basis, allows you to rank for organic traffic on a variety of topics, and shows thought leadership on industry topics.

What will you blog about?

The above question will narrow the scope a bit, but you should outline the specifics with clear examples. Are you giving advice? Sharing wisdom? Profiling products? Ensure that you are blogging on a selected topic. You should have a list of topics ready to go (helps take the pressure off) or use the help of an editorial calendar that lists your topics ahead of time and strategically aligns topics with industry cycles or events. You should keep in mind that nobody wants to read a sales pitch. Write topics of interest that will help your target audience and allow you to build trust as a leader in the field. Don’t be afraid to give away some insight. And if you’re really stuck you can try these Blog Title Generators:

Who will blog?

Having more than one person to blog might not be a luxury you have, but if you can swing it, it can allow you to increase your frequency or spread the weight among teams. If you are a lone blogger, try writing several posts ahead and keeping a few in the ‘pool’ for those times you’re too busy or on vacation. Depending on the company you could invite guest bloggers to help you out as well. Posts that bring value to your insights but don’t overlap with your offerings are a good idea.

Where does blogging fit into your marketing plan?

Understanding the bigger picture will keep your eyes on the prize and stay focused on each post. Knowing the value of blogging is key to maintaining a schedule (which is vital) and gaining buy-in from team members. Without this blogs tend to fall by the wayside and any head roads made in generating awareness or a following will be lost – what a waste. By giving blogging a specific place in your content marketing plan you are giving purpose to your posts.

What’s the return on investment for blogging?

If there’s no plan for your blog it can be seen as a drain on resources. Blogging can take time and if you aren’t tracking the impact of your effort it can easily be doubted. And while it is challenging to directly connect blogging to sales it is in your best interest to try and make those connections. Look at subscription rates or opt-ins, page visits, social sharing or popularity, etc. Blogging can contribute to brand awareness too – an excellent spot for top of the sales funnel.

Not everyone is a natural-born blogger, but this shouldn’t stop you – there are ways you can work around it.

Carolyn Bergshoeff is the founder of WindWater Marketing, a B2B small business marketing firm headquartered in Toronto, Canada. Carolyn has helped several companies launch and craft successful blogs that have attracted awards and leads. Visit or email for more information.