I have often been asked about when to write a blog and when not to. The conventional wisdom is that Less is More. And to a large extent, I agree with that. But I also think that there are certain types of businesses that NEED a blog. Let me see if I can draw a distinction for you.
Distinction 1: The more personalized your business is in terms of branding, the more you need a blog. Let’s take a look at two REALTORS. Cheryl Marcum in North Scottsdale and Carolyn Capalbo in Gainesville VA. BOTH are real estate professionals with a lot of experience. Both are successful. One needs a blog more than the other.
Carolyn brands herself personally. Her name is on the site prominently. The clientele that she attracts are there largely for her expertise in the area and her goal is to get the word out about that to new people moving into the area. Here are two screenshots of Carolyn’s home page.
and this one.
Branding >>> Carolyn
Take a look at a screenshot of the homepage Cheryl’s site mentioned in the link above.
Branding >> Phoenix Area Realtor
Both are GREAT ways to brand your business. Which one needs a personal blog more??
There are other distinctions as well that I will address but this is the first and primary distinction. Are you branding yourself personally or generically. The more personal the branding, the more important the blog.