You ARE a Blogger: Answering 5 Non-Blogger Excuses for Not Blogging

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"But I'm not a blogger." Um, you absolutely are. 

It's been proven time and again that content marketing (also known as "inbound marketing") helps you build trust with your target audience. Still, at this point in the process, you want to see results before you pull the trigger on hiring a marketing company to produce helpful resources that build that trust.

What if we told you that before you pull the trigger on this kind of investment, you have an untapped marketing resource already on your payroll? You! Yes, you are more than capable of getting the ball rolling on your company's inbounding marketing efforts.

You're probably already thinking of every conceivable objection and excuse as to why you're not a blogger. Let's answer those objections and show you just how easy it is to get started creating helpful resources to help build trust with your target audience.

1. "I don't have anything to say."

Many people are hesitant to start blogging because they feel that they don't have a proper message to convey. You may feel this way because you're convinced that your blogging needs to highlight how excellent your business is and what it can do for clients. The truth is that being excellent is much easier than talking about being so. How can you be awesome with a blog? Simple: be helpful. How can you be helpful? Even more simple: answer your audience's questions.

If you're at all client-facing, there's a good chance that answering customer questions is already a massive part of your job. Whether during sales presentations, on service calls, or just answering emails, you've likely already accumulated the 10,000 experience hours necessary to be considered a customer dilemma or objection expert. All you need to do now is channel your past experiences into new helpful resources for potential customers.

Putting it into practice:

Sit down with a notepad, a word document, or your favorite note-taking application. Think about the questions or objections you hear the most from potential or existing customers. Start jotting them down either by frequency or importance. Boom — there are some of your blog article topics ready to be written.

2. "I can't write."

Even if you have a variety of helpful blog topics ready to go, you may shy away from writing blogs because you feel that you aren't a talented writer.

This next bit of information should squash that objection: most people don't really care — they just want an answer to their problem.

If you can provide a reliable solution to someone's issue or buying objection, you've already out-written the next Hemmingway. Oddly enough, even Hemingway mostly wrote on a 4th-grade reading level, if that's any consolation.

Putting it into practice:

Armed with your list of frequently asked audience questions, simply write as though you were replying to their email. Be a helpful friend and resource. The only real difference you will need to make between a helpful email and your useful article is providing some context in the form of an introductory blurb. For this, a simple who, what, where, when, and why will do just fine.

3. "I don't have the time to write blog articles."

We get it — writing blog articles takes a little bit of time. Do you know what also takes time? Responding to emails.

In fact, the average professional spends over a quarter of their day answering emails. This figure also doesn't account for the time it takes to regain your focus on role-specific tasks after doing so.

If you're emailing potential customers, existing ones, or colleagues about how to answer either of these two, we'd also venture a guess you've likely conveyed similar information on multiple occasions. You may have even found yourself pasting in information from past emails or forwarding older emails where you or a colleague had already answered such a question. What if you could answer that question once and for all in the form of a helpful, in-depth article?

Putting it into practice:

While writing your blog article on your selected subject, write it with the knowledge that you can use this article to prevent you from "reinventing the wheel" when this question is asked again. Instead of having to paste in information or forward emails, you can simply state, "Thank you for your question! I actually wrote a fairly in-depth article in which I answer this very question. Feel free to read it and let me know if you have any follow-up questions."

The more comprehensive your blog article is on the subject, the less likely you are to receive any follow-up questions. If you do receive follow-up questions, revise the article to include them as well as your answers to make the piece more robust.

As you begin to write more blog articles based on the frequent questions clients ask, you'll find yourself spending less time on emails and more time sharing your company's wealth of online resources — all while building client trust in your brand. So, it turns out that writing blog articles may actually save you time. Who'da thunk?

4. "I don't know blogging best practices."

Here's a fun bit of information: while there are theories, there's no such thing as "proper blogging practices" — it all depends on what your target audience wants to see.

You likely understand your target audience as well, if not better than a professional blogger. You know what they want to read, what they won't, what they will find amusing, and what will annoy them.

Putting it into practice:

When writing, simply channel your target audience and create a piece that you feel they would find useful and enjoyable. If you think they want concise, stoic advice, use that tone. If they're a more fun-loving crowd and a more casual tone will better resonate with them, channel that energy in your articles. Remember to speak their language — including mentioning the specific terms they use when asking questions, even if they differ from industry standards.

5. "I'm not a marketing expert."

Starting out, writing blogs for your company's website may feel overwhelming due to your lack of marketing knowledge. You may not even know how marketing differs from sales. Here's a bit of good news: marketing and sales are beginning to blend like never before.

The reason for this departmental mixing is how the internet is reshaping the sales process. More than ever, buying decisions are being made before anyone from your company is contacted. People are researching companies, products, and services extensively online before ever contacting a human. Your marketing materials are making more of the sale, meaning sales efforts need to work in tandem with marketing. In a sense, if you're working in sales at all, you're closer to understanding marketing than you realize.

In Conclusion

You're ready to begin creating helpful resources for your company's blog. 

  • You know your customers and the questions they have.
  • You're capable of answering those questions.
  • Writing helpful blog articles will actually save you time in the future. 
  • You don't need to be a blogging professional to start writing helpful resources.
  • The help you need is right at your fingertips. 

​Happy writing!

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