10 ways to persuade your boss to start a company blog

If your boss objects to a company blog, explain these benefits to ease his fears.

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Many senior executives don’t think blogs rate high in terms of marketing strategies. At best, they view company blogs as a cost of doing business. The subtext of this message is, “Blogs don’t do anything to help me achieve my business goals.”

Does this sound like your boss? If so, check out these 10 reasons why bosses don’t want a business blog and show him why he’s wrong.

1. Your boss believes blogs are a waste of employees’ time.

Show your manager how a blog can help support other marketing initiatives, such as providing content for a weekly non-promotional email. Provide evidence that blogs help improve search engine optimization through keyword-rich content and linking, and how they supply information and content for social media interactions.

2. Your boss wonders why he should spend precious marketing resources on a blog if no one will read it.

Research by Cone Inc. showed that 70 percent of consumers do online research, and more than 40 percent explicitly cited reading blogs before purchasing. Blogs are useful for presenting information about your brand, products and company in a non-promotional way to give potential customers the information they need prior to buying.

3. Your boss thinks blogs don’t generate sales.

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