You spent hours writing the perfect blog post. You researched your subject thoroughly, scoured the web for relevant links to include, searched high and low for the perfect images, and carefully and oh-so-eloquently conveyed your message in nearly poetic prose. Then you pressed the ‘Publish’ button and waited with bated breath. And waited. And waited. (Are those crickets chirping?)
Does this scenario sound familiar? If not, then you probably have never started a new blog. Pretty much every blogger, regardless of how well they write or how useful their information is, starts out slowly. Unfortunately, many bloggers give up quickly, feeling defeated and disheartened at the lack of attention their blog posts are receiving. But few-to-no comments, tweets, or Facebook likes is par for the course for new blogs. Even those superstar bloggers you admire so much probably started out wondering if anyone would ever read or share their blog posts.
But they kept at it, and that, more than anything else, made the difference in their success. And when I say “more than anything else,” I mean it. There are some very popular blogs out there that are written by people who aren’t better at writing and who aren’t providing superior information to that of many newbie bloggers. Of course, they have to have decent information and some degree of writing ability to maintain a following, but more important than anything else is their consistency and perseverance.
Five key benefits of blogging… even when nobody’s reading
You may have heard the expression “Content is King”. I would take that a step further and say that blogging is the like the Crown Jewel of your online marketing plan. Yes, it’s that valuable. But why? Nothing else has such diverse potential for impact. Think that’s a bold statement? Here are five things blogging can do for you:
- Blogging establishes your expertise. This is one of the primary advantages of blogging. Even if you don’t have traffic flooding to your site to read your blog right now, building up an archive of quality blog posts will help to establish your expert status to anyone who does come to your site – now, or in the future. Remember, even though you might be hearing those crickets right now, future visitors to your site won’t ever know you started off slow. They’ll just know you’re providing some excellent quality information.
- Blogging helps your ideal clients identify with you. When you blog, your character and personality shine through. It gives amplification to your voice and provides you with a place to be yourself, which lets your ideal clients get a glimpse of the real you. “People do business with people they like.” Yes, they do. And this is one of the ways they’ll discover they like you.
- Blogging keeps your website fresh. One challenge for any website is to keep it current and interesting. In this rapidly changing world of technology, people want new all the time. Blogging is the best way to give your site visitors fresh, interesting content on a regular basis. You have to keep it up for this to make a difference though. If you quit now, your content will get stale… and so will your visitors’ interest.
- Blogging optimizes your website. Just because your blog posts aren’t being spread around the web like wildfire doesn’t mean they aren’t helping you. Blog content is indexed by search engines fast – typically within a day or two, but I’ve even seen it happen within a couple of hours. The more your content is indexed, the more likely people are to find you when they conduct a search online. And one thing search engines really love – because it’s what people love – is consistently fresh content. So, you have to keep blogging to experience this advantage.
- Blogging builds a community. If you aren’t getting much traffic to your blog posts right now, it might not seem as though you’ll ever build a community around your blog. But if you keep at it, you will eventually develop a following, and yes, even a community around your blog and your brand. Little else can build your business as quickly and solidly as connecting with an engaged community that can’t wait to hear what else you have to say. And blogging can help you accomplish just that.
So, should you blog? Unquestionably, the answer is, “yes.” And if you’re not seeing any results, the answer doesn’t change. Let the crickets chirp and blog on. One day in the not-so-distant future, you’ll be very glad you did.