I've been blogging since 2009. I started CAREEREALISM.com as a simple resource where I wrote and posted content one to two times a week. Fast forward to today and we post daily more than 35 new articles each week and have over 100 approved contributors. The site is currently listed as one of the top career advice blogs in the world. So, you'd think I'd be here to tell you why everyone should start a blog, right? Guess again.
Fact: Having your own blog is a waste of time for most small businesses, consultants and experts
If you are currently struggling to keep your blog going, or have been pondering the idea of starting a blog but get sick thinking about all the work, well then, I've got good news for you. Here are 5 reasons to not have your own blog:
No. 1 -- It will take you years to get the site to have enough traffic to earn advertising money from ad servers like Google Adsense. Sites don't make you rich. In fact, they are a marketing expense that most people don't invest enough in to benefit from it as a lead generation tool.
No. 2 -- At least a dozen people or larger companies in your space are years ahead of you in building traffic and online authority for their blog. So, unless you've got lots of money to invest in building your blog, you most likely won't ever catch up.
No. 3 -- Unless you can write killer blog posts with sexy titles in 15 minutes or less, you'll never produce enough content on your own to get well-ranked on Google. While it's not rocket science, it does take some smarts to create compelling content that will drive traffic and build a following. Not everyone has the "good content writing" gene.
No. 4 -- Allowing people to guest post on your site as a way to get more traffic and content is time consuming. You still have to post the content. It doesn't happen on its own.
No. 5 -- Unless you plan to make the blog your main source of income and place for purchasing your goods and services, you will never see a financial return on the investment of building and maintaining it. You've got to spend money to make money when it comes to blogging. Don't let anyone tell you otherwise.
Alternative: Blog for others
Now, the answer isn't to not blog at all, it's just that you are better off blogging for someone else. Namely a more established site with lots of visitors. Then, at the bottom of your post in your bio, simply invite people to connect with you by email or social media. Not only does blogging for someone else give you third-party credibility, it's far cheaper (costs less and takes less time), than blogging for yourself.
Secret weapon: Invest in posting on advertorial sites
One of the new trends in blogging is "advertorial" sites. These are sites that allow you to pay to be a blogging partner of their site. Why pay? They offer an array of promotional services designed to ensure your blog posts get decent exposure to a larger audience. For example, at CAREEREALISM.com, we offer paid guest posting for approved partners who want to educate our readers on a career-related topics. Partners must meet certain standards and we have final approval on all content that gets posted to ensure it is good quality advice. Clients appreciate the guidance. They learn how to ensure their content will be well-received by the audience. Then we optimize the text for keywords and create clear calls to action that stimulate click-thru rates and inquiries. The advantages of being an approved partner all boil down to one thing: It takes the hassle and expense out of starting and maintaining a blog. Plus, clients can track the results and see what types of educational content gets them the ideal return on their investment. Best of all, once the content is up on an advertorial site, it will only get more popular in search engines over time. So, the initial investment in the post on the advertorial site will provide a long-term return over time because it will show up in more and more organic searches on the Internet by people looking for your content.
Takeaway: Don't blog harder, blog smarter
It's OK not to start your own blog. Instead, take the best practices you've learned from this site about writing great content and then use it to blog on other sites. You'll be happier and more successful if you do.