New research from HubSpot says that businesses that blog get more leads.
They attribute these leads to blogging more frequently than even SEO. In other words: blogging and content marketing produces leads.
So here’s the question: why don’t more companies blog? And why don’t they blog more often?
Certainly, part of the answer to this question is that companies either don’t know how to blog or don’t know what to write about. This is probably more of a concern for SMBs than enterprise businesses.
So what stops medium-sized businesses and large businesses from producing more content?
The answer: bureaucracy.
Will Ferrell and his co-stars constantly adlibbed during the filming of the movie Anchorman. They would have a basic outline for a scene from the movie but would deviate constantly. They found that their funniest material came from these ad-libbing sessions, not from the scripted portions.
Things were funnier, better, and more interesting when they flowed naturally, when they weren’t scripted and when they happened organically.
Most writers will tell you the same thing…that ‘stream of consciousness’ writing is almost always better than thorough, rigid prose.
Businesses are, many times, too cautious in their approach to content marketing and content strategy. They’re too concerned about messaging and focus. They’re worried about saying the wrong word or writing the wrong phrase.
In fact, they’re so worried about this stuff that they fail to produce a high volume of high quality content.
This hurts content strategy, inbound marketing strategy and–most importantly–marketing ROI.
Here are two examples of what I’m talking about:
Recently we did a joint webinar with another company. We agreed that we would send out a joint press release to announce the webinar. The Convirza content team created a draft of the press release and sent it over to the partner for their approval. We expected to get the release out on the same day.
But, instead of responding with a few edits and sending the press release back, the company said they needed to discuss the content of the press release internally.
5 days later they responded with a few edits.
But, by that time it was too late to issue the press release and have it do any good before the webinar.
Someone inside their company was so concerned about content, that there was no content created. They were so concerned with details that the overarching purpose of content production was harmed.
The press release was caught in the bureaucratic net of the company.
So, what’s wrong with this example? Wasn’t the company right to have been worried about the content of the press release?
Sure they were. But there is no need for a press release about a webinar to undergo such a ridiculous level of scrutiny. That’s insane. Produce the press release and move on.
Every company has to wrestle with how their blogs are produced. Do they need to be approved by executive? If so, by whom and what’s the process? If not, do you trust the person writing the blogs?
In our experience, companies that have an approval process for blogs don’t end up blogging very much.
Hire good people to write your content, and trust them to write your content. That’s all.
The bottom line is this: Don’t let your content get bogged down in bureaucracy.
And if something that doesn’t match your message perfectly gets through it likely won’t be as big of a deal as you think.