The Pros and Cons of Maintaining Multiple Blogs

Brand experts stand sharply divided on the subject of multiple blogs. Conventional wisdom states that running multiple blogs is a bad idea. It distracts your readers and confuses your message. However, there are certainly some cases that disprove that conventional wisdom! What about social media brand experts Buffer, for example? That company runs four distinct blogs, each with its own topical focus, and has built an audience in the millions and a user population of more than 400,000.

So, what is the right move for you? One blog with all your content, or multiple blogs with multiple content? In this article, we will break down some of the basic pros and cons of maintaining multiple blogs.

Let’s start with the Pros:

• Reach more and different audience members with tailored content
• More blogs can mean more email subscribers on a faster timeline
• Multiple blogs, when the content marketing is handled correctly, can lead to better brand awareness
• More sites from which to link to your main website, which is good for SEO
• A better venue from which to explain yourself to different types of consumers
• More venues that enable your customers to eventually find you
• More blogs = more content, and everyone agrees that as long as your content is good content, you can never have enough

Now for the Cons:

• Multiple blogs with conflicting or just unrelated messages can confuse your customers
• If your blogs are not on-brand, you might end up hurting your public image
• Multiple blogs take more time to maintain
• If not clearly delineated, multiple blogs can just seem to an outside reader like multiple locations for the same content

In most cases, business owners who do all their own blogging and content marketing should stick with one blog. You simply need a skilled content marketing expert to choreograph all the moving pieces of a multiple-blog marketing strategy correctly. Don’t worry, however. If you are still doing your own writing, there are ways to get some of the benefits of the wider distribution that comes with multiple blogs without having to run more than one blog. For example, you might serve as a guest blogger on other sites or offer content upgrades, like ebooks or quizzes, to your existing content. There are many ways to stand out if you are still standing on your own.

However, if you have a trusted content marketing team in place or are working with experienced content marketers, you should consider the idea of launching a second blog. Your team will be able to advise you on messaging and how the move might affect your brand from every angle.