Forgive me readers… it’s been 14 days since my last post.
And that, I’ve discovered, is a fundamental weakness with blogs as a tool for marketing your business.
Here’s what I mean. Unlike their e-cousin, the electronic newsletter, which if done properly comes out like clockwork every single month, blogs can come out as often — or, as I’ve come to discover, as infrequently — as the blog writer likes. Your blog is never on fire; it never has to be written today. Which means it often gets pushed to the back burner.
Try this little test: Choose any five blogs at random and track the publishing frequency from the beginning until now. In all but a very few, you’ll see a slowdown in posting activity (if not outright death) from when the blog first launched.
I’d like to tell you that I have a great solution to this problem, but I don’t. Among my e-newsletter clients, the single biggest obstacle to success is getting them to continue publishing… and that’s just once a month. If I told them instead to “publish whenever,” most of these busy professionals would rarely get around to it.
It seems to me that a blog’s scheduling freedom is like a health club that boasts of being open 24/7. That’s nice, but for all but the most fanatical, the obstacle to staying in shape isn’t enough hours of health club operation… it’s getting yourself in the door on a regular basis. Same with blogs.
How about you? Do you have a secret to blog-gevity for the rest of us?