Here’s how I see the problem: Everyone tells you about the importance of blogging. Web agencies, marketers, social media mavens, your peers. But you and I know that you don’t have the time to sit down and write blog posts every week or so. You may have some thoughts on what you could blog about but you might not have ideas about what you can actually write. You might not understand the blogging landscape well enough to generate those ideas. You don’t have a schedule to write nor could you stick to it if you did.
But don’t let this situation get you down. This is the situation 99% of small business web clients are in. You’re too busy building your business to sit down and write blog posts every week.
One reason for that is that blogging is more than blogging. Even if you did blog every week, you’d then have to consider how to broadcast the posts and how to engage users with them. You’d need a whole strategy for that. OR, you’d get depressed by the lack of reaction your hard blogging work is generating.
So take my unconventional advice: forget blogging right now. It’s sort of like the ecommerce store: when you can afford a full-time employee to manage your blog, then you can approach it seriously. But until then, don’t worry too much.
That said, I’m a huge advocate for businesses talking about their work, being open about their processes, challenges, and success. So from time to time, sit down with your team and draft a statement about what’s going on.
Then use Medium to publish that.
Medium is easy to use. You just need a Twitter or Facebook account to sign up. Writing there is dead simple. Once you publish there, share it on your social networks. Hell, copy and paste the same article to your LinkedIn profile. Link it on your company’s LinkedIn page.
There, you’ve blogged.
Note: This may sound contradictory to my comments about yourname.someoneelsesname.com being undesirable. But Medium is a platform where your stories are part of a community of stories. They are discoverable through Medium’s platform.
It may be subtle but there’s a difference between this and setting up an outpost for frequent blog posts on typepad.com, blogspot.com, or wordpress.com. If you’re writing frequent, shorter blog posts, Medium is probably not the tool for you. And if you choose to use typepad.com, blogspot.com, or wordpress.com, then I would urge you to take the necessary steps to create a subdomain like blog.yourname.com on their platform.
“Seriously, do not start down to the path to a website for your small business until you read Todd A’s book.” — Amazon review
Check out good.simple.open for more ideas about doing better work.