Five Reasons Your Competitors Aren’t Blogging

It isn't because they don't want to!

Corporate blogging is popular and gaining momentum. Companies in all sectors are doing it. I’ve seen corporate blogs at online travel agencies, law firms and financial services companies. So, with everyone getting in on the social media marketing action, why are some businesses sitting on the sidelines? Let’s get specific: why aren’t your competitors making a move? After all, you really aren’t interested in anyone else.

There are plenty of reasons why your competitors aren’t launching their own corporate blogs. Let’s take a quick look at five of them and what they mean to your company:

1. They think it’s too expensive: corporate blogging isn’t terribly costly, but it doesn’t look that way. Your competitors may have perceived sticker shock, even if they could absorb the low start-up cost into existing budgets. Quite simply, if your competitors think blogging is too expensive, they won’t even bother trying to figure it out.

2. They think it’s too much work: and this just might be true. It takes a hefty amount of time and effort to keep a corporate blog fed. Some marketing departments just don’t have the appetite for this workload. When priorities are set, especially for lean departments, tough decisions have to be made. And, deciding not to launch a new initiative may be necessary to make supporting existing efforts possible.

3. They think it doesn’t work: obviously, you aren’t going to broadcast your results – it could impact your competitors’ marketing plans! Since there isn’t much history available for this form of marketing, nobody has any real indicators aside from their own metrics … but that’s only if they’re blogging. The expectations that exist around direct mail, telemarketing and advertising haven’t been established yet for corporate blogging, and it’s safer to believe that the unknown is negative.

4. They think control is impossible: some executives still believe social media and blogs are something of an online “Wild West.” They don’t realize that it is possible to implement controls – the same controls use for other forms of publication-based marketing.

5. They think they’ll never catch you: if you don’t think you can catch up, it’s easier not to get started. If you’re doing a good enough job with your corporate blog, your competitors might be too nervous to engage, fearing a sizeable investment that ultimately generates no return.

Now, there is a way around #5, but it’s even riskier than taking on an established blog head to head. The answer is that these companies need to find the next big way t market, passing you instead of merely catching up. Innovation is what makes today’s competitive advantage tomorrow’s liability, after all, and developing a technique or approach that is new and better that what exists is a great way to deprive a competitor of the benefits associated with being the first mover.

Does it look like your company has an early lead? Well, you should stay on watch, too. Slow decision-making, trepidation and miscalculation may not be the only reasons why your competitors aren’t blogging!