Why Blog?

In the olden days (2-3 years ago, by internet standards), we all rushed to build web sites of the static variety. They had the usual things – a Contact page, an FAQ, an order form…

These days, static sites are getting wiped off the search engine rankings by sites with dynamic content – sites that are updated frequently – most especially, blogs.

Blogging tools require no special knowledge. If you can write an e-mail, you can write a blog post. The hurdle is not how, it’s the will to do it. The keys to the will in this case are several:

First: you have to accept the fact that the old days are gone, and putting up an internet billboard and just waiting for people to come to you is like fishing in your backyard swimming pool. Invest and hope nets very few fish. In other words, you can make no progress, unless you accept that the world really has changed. Has changed. Past tense. If you cannot get past this point, you will be stuck, like Willy Loman, in Death of a Salesman, relying on a handshake in an era that has long since gone by. The hunger, the craving for fresh content has made static sites seem like reading the same newspaper every morning at breakfast – it just doesn’t cut it anymore.

Second: you have to accept the fact that other people truly are making hay with dynamic content – with blogs. This amounts to accepting that, by providing consistently fresh content, people elsewhere are driving business traffic and drawing in new customers. In other words, you must not dismiss as irrelevant the news that quite ordinary people (almost exclusively ordinary people) are using the internet to effectively market and grow their businesses. If you maintain disbelief here, you cannot hope to use the internet effectively yourself. While this may be comforting, because it demands no further activity, and it may compel you to throw money at experts like ourselves, and hope that’s enough, you’re not truly committed to marketing your business, beyond dropping flyers from a helicopter into the internet. The returns will be commensurate with the strategy.

Third: you must accept that blogging was invented so that people with no technical knowledge or background, and no skill in web building, could post content as easily as writing an e-mail. In other words, you have to resign yourself to the fact that it’s stoltifyingly easy. If you maintain the myth that internet marketing is for experts, you will certainly alleviate yourself of any felt responsibility for marketing your business, and you will also alleviate your prospects of any interest in your marketing efforts. They will find those enterprising persons in point two (above) who have no more knowledge or skill or talent or expertise than you, but only have slightly more courage and clarity. They will find those with the will.

Yes, we’re being quite frank, here. That’s one of the keys to our success. We’ll tell you the truth, when others demur. We’ll be straight with you, where others offer you Camelot for the price of swamp land, and sell you swamp land at Camelot prices. One of the reasons we have loyal clients is our willingness to push back, to say the hard thing, to nudge you into the next phase in your marketing success.

Finally: if you have truly accepted the reality of the situation, you must make a decision about whether your business is worth the five minutes a day it will take you to maintain an interesting blog. If not, then you must accept the results of the first three points:

  • a marketing strategy from internet past, not internet present
  • a marketing strategy that discourages today’s hottest sources of prospects
  • a marketing strategy that is less than ordinary, and requires no ongoing effort

On the other hand, if you are willing to update your marketing strategy, willing to attract the prospects you aren’t currently attracting, and willing to spend 5min/day or so being fairly ordinary to accomplish these, then blogging can become the beating heart of a business marketing plan that is able to unlock a host of marketing tools, like:

  • powerful social networking
  • effective e-mail marketing
  • enhanced search engine results

It’s largely up to you. We can build your site, and we can help with your branding, style, content, navigation, lead capture, search engine optimization, and more.

From there, we can advise you on how to make that 5min/day really count for your business. If you want to reach the next step after launching a site you can be proud of, blogging is an important starting place. Remember:

A business that isn’t growing, is dying.

A business that isn’t marketing, is shrinking, not growing.

and lastly:

Marketing is about the market – not what we wish the market to be, not what it once was, and not some static thing that pretends to be the market, but where the rules never change. In all its rambunctious, evolving, sometimes fickle splendour, the market is the ground of our business choices. Any marketing consultant that sells you less truth than that, is filling your head with fancy lies. Always invest in honesty when it comes to the market, and it’ll forgive most other mistakes.

Daniel DiGriz

Daniel DiGriz is a corporate storyteller and Digital Ecologist® at MadPipe, which provides creative direction, marketing leadership, and campaign direction for firms that want a stronger connection with their audience. A Digital Ecologist® applies strategic principles from both natural and digital ecologies to help organizations thrive across multiple ecosystems. Daniel hosts podcasts, speaks at conferences, and his ideas have appeared in Inc, SmartBlog, MediaPost, Forbes, and Success Magazine.

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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.


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