When you get your business blog started, it’s tempting to invest in a custom blog design, theme customization, or other features that will set your business’ blog apart from the rest.

My advice on this is quite simple; DON’T.

Don’t pay anything from a tech or development standpoint to get your blog up and running, particularly before you’ve figured out exactly what you will be blogging about, how your blog will contribute to your business goals, how you plan to convert your readership, and have experience blogging for some time.

There are a huge number of free options

WordPress, Blogger, and Tumblr are fantastic blogging platforms, and for basic features, they’re free.

When you’re getting started, don’t feel pressure to invest in something that is beyond your needs. Even free blogging platforms offer vast feature sets and options for customization.

It might take a while to determine your needs

It’s immensely difficult to determine exactly which features are going to be desirable and useful for your blog and to your consumers until you get started and see how it is going to evolve and grow.

Spend time utilizing a free blogging platform so you will better understand which features will be most valuable to invest in when the time is right to customize your blogging experience.

Establish blogging as part of your routine

The number of custom designed blogs I’ve seen that haven’t been updated in over a year is staggering.

Before making a significant investment in you business’ blogging platform, make sure that blogging is going to be something you can sustain, and that will yield real business results. When you do, you’ll better understand your potential ROI and will be able to make informed decisions about your investment.

In time, you might find more cost-effective solutions

Robust developer communities support many of the large blogging CMS platforms. This means there are a huge number of developers and designers who are sharing their themes, templates, designs, plug-ins, and more for affordable rates, and in some cases for free. Chances are that even if you have very specific requirements in mind for the function, format or features of your business blog, that there is probably someone out there who has already developed a low cost solution that you can take advantage of.

Instead of rushing into making decisions about every last detail to do with the design and function of your blog and relaying those to your developer, take your time to see if there are more affordable solutions that you can implement. Chances are, there will be.

At the end of the day, your business blog is all about value

The value you offer consumers with your content should be the focus of your business’ blogging efforts, not the minutia of every little detail of design and functionality.

When you’re just getting started blogging for your business, don’t get caught up in all of the bells and whistles. Instead, focus on producing killer content that is going to build, sustain, engage and provide value to your current and prospective consumers.


Instead of investing heavily in the custom development or design of a blog for your business, invest resources in producing absolutely killer content for your targeted consumers, and promoting that content through relevant channels. The results you will achieve by providing valuable and engaging content will far outweigh the results you can achieve by paying to add the one or two features or design flourishes that you’d ideally like to see on your blog.

Be patient in the short-term and develop blogging to become an integral part of your business’ value proposition. When you’ve gained enough experience to see what works and what doesn’t, you’ll be in a better position to make wise investment decisions for customizing your business’ blog for you, and your consumers’ needs.

What blogging CMS do you use for your business?

If you use a common blogging CMS, what features or limitations would you love to see implemented?

In your experience, what has been the single most valuable aspect of blogging for your business?

It would be great to chat with you about this in the comments, or on Twitter @RGBSocial

Join the conversation! 2 Comments

  1. […] Matthew When you get your business blog started, it’s tempting to invest in a custom blog design, theme […]


  2. […] When you get your business blog started, it’s tempting to invest in a custom blog design, theme customization, or other features that will set your business’ blog apart from the rest. My advice on …  […]



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Blogging, Content Marketing, ROI


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