Risks to consider before adding a blog to your online shop (Part 2)
Written by: Monica McCoy
When planning to build a successful online shop it is important to evaluate the pros and cons. The decision to include a blog is a big one. So today we are diving deeper into the topic. In case you missed it, a few weeks ago we detailed the benefits to adding a blog to your online shop. This post is all about the risks to consider before adding a blog to your online shop.
From my experience, a blog isn't for everyone. It requires a lot of time, effort and consistency. Everyone has their own areas of expertise, and blog writing is a skill in itself. You should adapt your writing to your audience, but more importantly it should be valuable content. Moreover you should have a passion and commitment for what you are writing about. If you don't, your audience will catch on.
Risks to consider before adding a blog to your online shop
In part one of this series I detailed the benefits of adding a blog to your online shop. As with any decision, it's important to weigh the pros and cons, so today we're discussing the risks to consider before including a blog in your online shop.
Time and dedication
The first risks to consider before adding a blog to your online shop are time and dedication. Your time, like everyone else's, is invaluable. This is one of the biggest risks to consider when adding blog to your online shop. Adding a blog to your online shop requires consistency. If the responsibility of publishing content falls on you, rest assured it will take up a good chunk of your time. You may need to spend time every day to write content that's worth reading. Additionally, you'll spend time finding the right images, editing and optimising them and finding the right keywords to use. Make sure to evaluate your blog's results to see if they are generating good results.
Honestly the learning curve in the blogging world not short, easy nor straightforward. I've overseen many projects that have started off with a lot of drive and the best of intentions, but ended up completely abandoned. You can avoid this happening to you by being realistic about whether or not you would be able to take on this responsibility.
If you are unfamiliar with blogging, the beginning is an uphill climb and may not be as easy as you thought. In the beginning you'll probably have lots of great content ideas but after 3 months you might run out of ideas. If you decide to launch a blog, planning your content ahead of time is crucial. Keep a list of ideas so that you don't run out of new content ideas. If you don't feel up to the challenge, you can entrust a professional blogger. I personally can't imagine how successful bloggers publish high quality content every day.
Quality of content
When evaluating the risks to consider before adding blog to your online shop, it's important to take into account the quality of your content. If your blog posts don't provide valuable content to your audience you can forget about them reading your blog. Writing a post that provokes interest is no simple feat. It requires constant research and staying up to date on the topic along with a healthy dose of creativity, which will give your posts a touch of originality and get your audience hooked on your content. As a matter of fact, it's not just about writing. You can generate original content with video, podcasts, photographs, infographics, graphic designs, etc. It ultimately comes down to your abilities or inabilities to create quality content for your blog that adds value to your online shop.
The last risks to consider before adding a blog to your online shop are the costs involved. Before adding a blog to your online shop, you should know who will be responsible for generating and publishing content. If you are responsible, remember that time is money and you must analyse the costs involved. Weigh your priorities. Managing an online shop also requires very valuable time. Would you be able to manage your shop and your blog at the same time? Or would your users notice a drop in quality of service or content? It may be worth delegating the blog work to a professional. This way you can focus on efficient e-commerce management. If you decide to delegate content creation to a third party, evaluate the additional economic cost that this would imply.
The final decision
When you develop your e-commerce business plan keep in mind the additional different costs involved so that it doesn't cut into your fixed costs or hamper the quality of your online shop. While there is a lot of evidence pointing to the idea that maintaining a blog in your online shop can be very beneficial, it also requires a significant investment of time, money and dedication to be a success.
Now that you've evaluated all the risks to consider before adding a blog to your online shop, it's time to decide. If you are unable to dedicate the resources involved, modify your strategy and prioritise other channels that require less time and effort. For example, you could invest in a good CPC campaign (adwords or social media ads) to boost quality traffic to your e-commerce. The best strategy is one that takes into account your target audience and which is based on your expertise, willingness and time.
Talk to you again very soon!