Letter: Bly Blunders When It Comes to Business Blogs

Share this content:
Much as I respect business-to-business copywriter Bob Bly (I consider him a friend and colleague), he's off the mark ... waaaay off the mark when it comes to his column about business blogs. He writes: "[blogs are] a complete waste of time - a pure vanity publication that won't pay you back even one thin dime for your effort." He quotes from my Business Blogging Starter Kit report to make some of his points. Taken out of context, the quotes sound OK (and I appreciate the exposure), but they're just that. Out of context. Bly blunders on several key points:


1. You can't subscribe to a blog. Wrong. He omits any mention of RSS. He writes: "With a blog, the reader has to go out and proactively look for [updates]. And since your contributions to your blog may be irregular and unscheduled, he has no way of knowing when something new of interest has been added."


This is simply incorrect. RSS is a marvelously elegant and simple way to subscribe to both blogs and news feeds and have every update pushed to your desktop without having to navigate the e-mail/spam jungle of overstuffed inboxes and filters.


2. A business blog has no proven ROI. Wrong. That's like saying that a BTB Web site has no proven return on investment. A well-designed and organized site is often your company's most powerful, widely distributed face ... and voice. It's your brand. It's a lead generator. And sometimes, if you're selling digital information products or subscriptions, for example, a site is a channel for direct sales.


Often as not, a business Web site is a vehicle to collect sign-ups, record downloads, enable members to access paid content, etc. It takes some work and effort to track and measure a precise ROI from your site, but it can be done.


Oh, and by the way, a business blog (Weblog) is nothing more than a Web page. In fact, blogs are really just next-generation Web sites. Bob, I challenge you to report the exact ROI of your content-filled site about BTB copywriting!


3. As for that "one thin dime," thousands of blogs are making hundreds or thousands of dollars a month by running Google AdWords. This is one of them. Another advertising vehicle for blogs is Blogads.


Debbie Weil


WordBiz.com Inc.


wordbiz@gmail.com
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above