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12/27/2007
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Blogging and Smaller Businesses: Good for Some, Not All

Is your New Year's resolution to start a blog? For many smaller businesses, blogging can be an effective, cheap marketing tool. But for others, it's a waste of time.

Is your New Year's resolution to start a blog? For many smaller businesses, blogging can be an effective, cheap marketing tool. But for others, it's a waste of time.The New York Times has an article titled, "Blogging's a Low-Cost, High Return Marketing Tool," and it acknowledges the effectiveness of blogging for many smaller businesses.

Smaller businesses should take note, though, of one point buried within the article: "But while blogs may be useful to many more small businesses, even blogging experts do not recommend it for the majority."

The article quotes Guy Kawasaki, managing partner of Garage Technology Ventures and a "prolific" blogger: "If you're a clothing manufacturer or a restaurant, blogging is probably not as high on your list as making good food or good clothes."

It's not only not high on those smaller business' lists but many smaller businesses don't have the time, or the writing skills, to do a blog well. Not surprisingly, a recent American Express survey found that only five percent of businesses with fewer than 100 employees have blogs.

To be sure, if you have the time, blogs can make some smaller businesses money, or at least get them some good attention.

But there are millions of blogs on the web and it's hard to get noticed and make it worth your while. If it makes sense -- the NYT article notes that consultants or niche businesses are most suited to blogging -- give it a shot. But otherwise, there are lots of other New Year's resolutions you can make.

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