I don’t mean right, right now. But, in general. When I’m not talking about running or eating ice cream, I can usually be found copywriting. And one of the most common questions I’m asked right now is: “Should I be blogging, what with everything else going on?”
While my accountant would certainly say: “Yes. Absolutely. If anything you should be blogging more,” I say: “It depends.”
There are many reasons why you could, should and shouldn’t be continuing your business blog during the pandemic — so let’s take a look.
Why you should continue blogging
Let’s start with the positives of why you should continue blogging throughout the lockdown and whatever is coming next.
1. To stay connected with your audience
Just because you’ve shut your physical doors, doesn’t mean that you should stop communicating with your audience full stop. Blogs and social media posts are pretty much your only way to stay in contact with your audience right now, and this is important.
Blogs remind people that you exist (hey there!), and they’re a useful tool for helping your customers to survive without you for now, while also increasing their thirst for your business when you re-open.
- A hair salon blog teaching customers how to cover their roots and avoid the box dye ensures that clients maintain their healthy hair and that they’ll desperately need an appointment when you re-open.
- A cafe blog sharing the recipe of your famous breakfast muffins keeps your customers’ taste (or addiction) to your food alive, while also demonstrating the convenience of ordering a muffin-to-go.
- A recruitment blog advising job seekers on how to increase their chances of securing a job in 2020 increases their employability prospects and gives you a ready-made audience to help following the lockdown.
2. To show you’re open
Everyone assumes that nearly everywhere is closed right now. This is great if you’re closed, but not-so-great if you’re still operating.
A blog shows current, new, and enquiring audiences that you’re still open for business and that you’re pretty damn good at it too.
And let’s not forget, there’s still a lot of business to be had out there. With more time to browse the internet, revise strategies, and consider the future, people are online, shopping for products and services.
An active blog allows you to demonstrate your expertise, advise your customers, and engage new audiences.
3. Because you’ve got the time
If you’ve always wanted a business blog, but never had the time, guess what? Now is your time.
The lockdown has given many people a unique opportunity to re-assess their businesses, get to the bottom of their to-do lists, and start doing things differently. Go forth and start your blog.
Never written a blog before? No problem. You can jump in feet first, ask a professional for advice, or write the first draft yourself and get someone to perfect it.
4. Because everyone wants something different
Social media is great but (as you’ve probably already experienced) you can quickly run out of things to say.
A blog gives you something new to talk about, and it gives your audience something non-coronavirus-related to read. A win-win.
When you should pause blogging
While I think blogging is important for businesses at all times (and especially now), there are reasons why you don’t want to or shouldn’t blog.
1. You feel it’s insensitive
You might be concerned that blogging during a glocal crisis is a little, well, insensitive.
The world is tackling a serious situation and you feel that promoting your blog on the “Top 10 travel destinations in 2020” is not only irrelevant but crass.
That’s ok. If blogging doesn’t feel right for you or your company, you should absolutely put your blog on hold. Of course, there are ways to sensitively continue blogging, but if that goes against your company’s values, then it can wait.
2. You don’t know what to say
It’s certainly tricky knowing what to blog about right now. You don’t feel right blogging on as normal but the world is a little bored of articles on how to work from home.
Again, that’s another acceptable reason to take a break. If you don’t want to take a break, ask a copywriter (I know a good one!) to suggest appropriate topics. But, if you have nothing you can or want to blog about, put it on hold.
3. You’re too busy
If you’re experiencing a rise in business, combating homeschooling, caring for a loved one or simply getting your head around this crazy situation, you might not have time to continue blogging.
And do you know what? That’s ok too.
Looking after yourself is priority #1 right now. Either hand your blog over to a blog writing service, reduce your content, or take a break.
A final note
Pausing your blog isn’t ideal, but then the current situation isn’t ideal either — we just have to roll with it.
If you are pausing your content, don’t forget to post a “pausing blog” that explains why you’re placing your blog on hold and when your audience can tune back in.
And, if you don’t want to pause your content, but are struggling to blog right now, get in touch for some friendly advice.
Most importantly, take care of yourself.
About A Way With Words
A Way With Words is a copywriting service based in Milton Keynes, but writing across the world. If you’re looking for clear, engaging, and impactful blogs, you’ve come to the right place.