Blocked From Blogging? Create a “Non-blog” Blog Instead

There’s a lot B2B companies should like about blogging when it comes to raising awareness of their companies and delivering customers.

Consider the following eye-opening stats courtesy of HubSpot’s “State of Inbound Marketing” report for 2011:

  • 57% of companies using blogs reported that they acquired customers from leads generated directly from their blog.
  • Businesses are increasingly aware their blog is highly valuable: 85% of businesses rated their company blogs as useful, important or critical. 27% rated their company blog as critical to their business.
  • Businesses are now in the minority if they do not blog. From 2009 to 2011, the percentage of businesses with a blog grew from 48% to 65%.


The writing on the wall as to how blogging could serve your business is so big that Mr. Magoo couldn’t miss it.

To be sure, not all companies need a blog nor should they if they can’t marshal the time and resources to make it good.

But then there are those enterprises that understand enough about social media to go as far as to create social media policies to ensure everyone understands that engagement isn’t allowed.

They have their reasons, some real, some imagined. Compared to many other industries, social media engagement for highly regulated industries, such as financial, pharmaceutical and law, is more of an involved undertaking.

If you work in one of these segments, is developing and sharing content out of bounds for you? The answer, thankfully, is no.

One of the huge benefits of blogging is increased traffic. Search engines rank more highly those websites that offer users regularly updated content. Consistent updating brings search engine spiders to your website frequently, resulting in an increased number of crawls, which in turn increases the number of citations on Google, which means more people could find your business.

But you don’t automatically need a proper blog to deliver targeted, helpful and educational content to your prospects. Blogging platforms make this regular addition of new content easy. They’re designed for it. But even with outreach limitations, you can still build better organic search results with a simple alternative: a non-blog blog.

A non-blog blog is single page of a website altered every week to include a new piece of content, along with an additional page to archive previous weeks’ posts. Here’s what you need to get started.

      • Gain permission to post previously corporate-approved and publically available content. There is nothing controversial about sharing what has already been approved by your legal department
      • Take stock of available content, such as white papers, reports, educational materials, videos, podcasts, etc.  Also, ferret out all related stories occurring within your industry.
      • Revise the page’s layout to include copy that explains what visitors will see on the page and why you are providing it. If you have a rationale, share it.
      • Set up your weekly content portion of the page so it is easily distinguishable from the rest of the page’s content.


Now, for a quick note of caution about limitations. First, don’t get too fancy with the page and don’t work to alter the primary navigation. That won’t go over well with the corporate Webmaster. What is limiting about this approach is that it will take the Webmaster time to update the page.  He or she is likely stretched thin.

Now, I wouldn’t be surprised if you’re thinking, “Just how effective could this be?”


For one of our clients, we altered its portion of a huge large corporate site to mimic a blog using this very approach, encompassing a piece of new content every two weeks (yep, busy Webmaster), such as existing articles, podcasts and curated information. You can read how that turned out here.

Spreading your content, while adhering to company policy and without running afoul of industry regulations, is possible with some imagination and a little hustle. Obstacles to social engagement can be overcome. After all, bureaucracy is the art of making the possible, impossible.