But some businesses still haven't set up one or don't invest the thinking and time required to make content unique aka clickbait.
One major obstacle is that they fear unwanted attention. That comes in myriad forms, ranging from spam comments to gadflies who piggyback on our content and misinterpret us.
Well, those are small problems.
Comments can be screened before they are posted. Soon enough the spam folks give up and move on to a more open venue.
As for the gadflies, they recognize that linking to our content can bring traffic to their social media networks. When that first happened to me in 2006, I was in a panic. The mob at Mediabistro.com ambushed me and my two blogs. It was an ordeal.
But what I learned was that craziness brought plenty of traffic to my own blogs (the other one is http://lawandmore.typepad.com). Also, supporters rushed to the rescue.
The second time it happened was via the wild bunch at Gawker. That went on for years. And by then I knew how to make use of that kind of mischief. On my own two blogs I pushed back. Boy, the traffic was amazing. Only when Gawker went out of existence did that - the harassment and the additional visitors - stop.
Unwanted attention goes with this digital era. If we learn to transform that "public nuisance" into what can enhance our business we will no longer fear it.