(Original Source: Thomas Digital n.d.)

Many of us see blogging as a free platform that can be used by both individuals and businesses to essentially story tell.

I was one of those people, naïve to the fact that blogging, (at least successful blogging) especially in terms of business blogging isn’t really free.

So, I’m here to open your eyes to the hidden costs of business blogging.

(Please note I am merely identifying the costs and I may use rough ballpark figures)

Cost of blogging

(Original Source: Rachale 2016)

To start off I’d like to get rid of the obvious (and not so hidden) cost of blogging and that’s time. It takes dedication and regular (if not daily) effort Fleming (2005) to run a successful blog. Businesses that don’t realise this will ultimately have a blog that will fail and be short lived.

Moving on…

Hidden Cost #1

Domain Name – You can go the free route on sites such as Blogger and WordPress.com but this comes at a risk. If either of these sites were to be shut down, you’d lose all of your content! Buying a domain name and hosting it through a company will cost you money but it is worth the peace of mind. Williams (2017)

Hidden Cost #2

Development – There are many templates online for blogs but you need your blog to match your brand! It costs money to build a custom blog and it isn’t cheap. Parr (2013)

Hidden Cost #3

Copywriting – The old adage of ‘content is king’ applies to blogging and to have credible content, you may consider getting a ghost-writer for your blog, of course this will cost. The benefit being that a ghost-writer will make the blog consistent, professional and credible. Parr (2013)

Hidden Cost #4

Marketing – if you’re blogging then you need readers! How do you get those readers? Marketing! Online and offline ads to your blog will cost you. Parr (2013)

Hidden Cost #5

Maintenance – This goes hand in hand with the time cost, a successful blog requires frequent reviews to ensure its meeting its intended purpose. As well as the time it may cost to get software updates as well as security measures. Parr (2013)

Hidden Cost #6

Hardware – Now this depends on how serious you are about blogging as well as your current hardware assets. You will need some form of computer (ideally laptop due to its mobility), depending on how serious you are the more you will spend on a laptop for example so you get the best features and optimal performance for your blogging needs. If you’re looking to make money from your blogging then extra equipment such as; a high-quality camera (for professional looking content), a high-quality microphone for audio recorded content, a high-quality webcam (optional) and lighting and other film equipment to make high quality content. Williams (2017)

So, as you can see to blog successfully within the business world you should be prepared to part with some money as both an initial investment and an ongoing process.

Worried about if blogging is for you?

(Original Source: ClipartXtras n.d.)

Don’t just take my word for it, here’s what the experts say:

Eastment (2010) says that blogging is far more socially interactive than microblogging sites such as Twitter (so no excuses saying “oh I’ll just use Twitter instead of blogging). She also added that in terms of lively up to date perspectives, blogging take a lot of beating.

Chiang & Hsieh (2011) found that blogging is convenient, interactive, a form of real time conversation and availability which can force consumers to making quick decisions.

Nielsen (2011) suggests that 64% of European consumers trust opinions posted online.

Kim (2011) says blogs are an alternative communication tool and they can affect consumer purchase decisions.

Blue Corona (2015) concludes that blogging is both good for search engine optimisation as well as being a cheaper cost per lead strategy than other forms.

The Take Away

(Original Source: Freepik n.d.)

Hopefully this article has opened your eyes on the hidden costs of blogging and leads you to an informed decision of whether or not you choose blogging as a form or communication and even marketing for your business.

As always thanks for reading,

Haydn

References

Blue Carona (2015) How much does a blog post cost? [Online] Available at <https://www.bluecorona.com/blog/how-much-does-a-blog-post-cost> [Accessed 21^st March 2018]

Chieng, I.P. & Hsieh, C.H. (2011) ‘Exploring the Impacts of Blog Marketing on Consumers’ Social Behavior and Personality: an international journal, Vol 39 (Issue 9).

ClipartXtras (n.d.) Worried Clipart [Online] Available at <https://clipartxtras.com/categories/view/19214ecc8818daae41791c468dc867e9f1b5597a/worried-clipart.html> [Accessed 21^st March 2018]

Eastment, D. (2010) ‘Blogging’ ELT Journal, Vol 64 (Issue 1).

Fleming, S. (2005) Blogging For Business, Informa, Atlanta.

Freepik (n.d.) Selection [Online] Available at <https://www.freepik.es/vector-gratis/hombre-de-negocios-teniendo-una-idea_894607.htm> [Accessed 21^st March 2018]

Kim, A.J. (2011) ‘Impact of luxury fashion brand’s social media marketing on customer relationship and purchase intention’ Journal of Global Fashion Marketing, Vol 1 (Issue 1) p.164-171.

Nielsen (2011) Global trust in advertising and brand messages report. Q3 2011.

Parr, R. (2013) The Cost of Running a Successful Blog [Online] Available at <https://www.executionists.com/cost-of-blogging/> [Accessed 21^st March 2018]

Rachale (2016) One of the first questions people ask is ‘How much does a graphic wrap cosat’ [Online] Available at <http://www.graphicintraffic.com/graphic-wrap-how-much-does-a-wrap-cost/> [Accessed 21^st March 2018]

Thomas Digital (n.d.) 5 Hidden Costs to Pricing Your Website Project [Online] Available at <https://thomasdigital.com/2017/06/13/hidden-costs-to-pricing-your-website-project/> [Accessed 21^st March 2018]

Williams, L. (2017) The Shocking Cost of Running a Blog (and How to Create a Realistic Budget) [Online] Available at <https://smartblogger.com/blog-budget/> [Accessed 21^st March 2018]