...But here’s the problem: Many businesses are totally inept at blogging.
In a 2013 survey, researchers discovered that only 1 in 8 businesses had an “updated” blog. And what does “updated” mean? It means at least three posts in the last year. (I post more times than that in a week!)
Apparently, the problem was that the marketers didn’t see the point in blogging. According to the survey, 32% of respondents were honest enough to admit that “they don’t see the point in a blog.”
And from there, everything goes downhill. Blogs start without a plan. Marketers hurriedly throw together a WordPress site without a second thought as to its SEO or ROI. Authors are hired at rock-bottom prices to spin out words on a topic they know nothing about. Editors are dispensed with because they’re “expensive” and “delay publication.” Adding images are ignored, and adding CTAs is the furthest thing from anyone’s mind....