Why Many Businesses Operate a Second Blog

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You want to maintain a blog that talks to your readers in their own language, but this doesn’t mean that people are willing to go to your professional website. They’ll have to navigate through service pages, call-to-actions and everything else to find your blog.

Businesses are creating separate blogs to help demonstrate their knowledge and bring leads into their business. It’s more work to start a second blog and it’s also an added expense, but there are good reasons for many businesses following this pattern.

Less Stuffy and Professional

You want to maintain a blog that talks to your readers in their own language, but this doesn’t mean that people are willing to go to your professional website. They’ll have to navigate through service pages, call-to-actions and everything else to find your blog.

I know that I would rather go to a dedicated blog than a blog that’s part of a business.

There’s also the benefit that you can build on your personal brand when you choose to run a separate blog. Neil Patel runs QuickSprout, but he also runs several other businesses and domains.

Why does he run all of these blogs?

Personal branding is one reason, but another reason is that he can put his knowledge in front of the world across many different channels.

You can also take a look at Ankin Law Office LLC which operates a separate legal blog along with their company’s website. This separate entity is another option that can lure in clients, and it’s much nicer to go to a law-dedicated blog than a “lawyers page” where you know they’ll try to shove their services down your throat in the process.

Increase Focus and Traffic

Yes, having another blog is a lot of work, but you can also bring in a lot of business with another blog. Companies that want to change their focus, bring in more traffic or maybe enter a new niche will often create a new blog.

As a clean slate, landscapers can use this blog to provide corporate landscape ideas to businesses.

Marketers can create an entire blog on their own testing methods or even results that they’ve been able to get for their clients. What this does is help build up the author as an authority in their niche, boost traffic and also allow for a new focus of your blog.

A lot of companies are doing this with industry news.

For example, say you visit example.com often, and you truly enjoy their content on creating widgets. Then all of a sudden, you see all of these news topics on widgets and the blog deviates away from their core objective of teaching you about making or modifying widgets.

You’ll likely be upset at the changes that have been made.

But the owner of the site could create a new blog that:

  • Focuses on news
  • Centers around high-paying clients
  • Informs rather than educates

A business might even be able to find their niche by taking the multi-blog approach to things.

Try Different Things to See What Works

There are lots of reasons to start a blog, but you already have a blog. Why would you commit to creating more content and increasing your responsibilities? You can use the additional blog as a testing ground that can be used for:

  • Testing out different forms of content to see what works
  • Testing out the conversions of different audiences
  • Trying different forms of marketing

Your second blog can be geared towards PPC visitors that may be ready to buy. These individuals will be at the end of the buying cycle, so you might not need to educate them. You need to sell them.

Content needs will be different in this scenario, meaning that the same old educational content may not suffice.

And you might notice that a new site with a different look and feel will perform much better than your normal website. There’s no harm in increasing your traffic, revenue and leads by trying something new.

Blog owners are often reluctant to make drastic changes to their original blog because things are going well.

When things are going well, you don’t want to disrupt the flow of traffic or what’s bringing you in income. Instead, drastic changes or methods can be used on a new site that won’t impact your current income-generating site.

It often makes sense to start a separate blog, but you need to make sure that this doesn’t mean neglecting your original site or your new site. You’ll still need to invest time and resources into both domains.

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