This is week 6 of our discussion on building a better business blog. So far, I’ve covered the dangers of forgetting who your blog is serving, of hiding its existence, of failing to make it relevant or useful, and now I’m going to explain to you the messages you send when you are inconsistent in your blog posting.
I’m not sure why I’m doing this.
One of the biggest messages you send out when you are inconsistent with your blog posting is that you aren’t really sure why you’re doing it. You don’t have a purpose to your blog, it’s just something you felt you needed or were told you should have. That may not be true, but it’s the silent message you’re sending about your blog AND, because your blog represents your business, about the business, too. Get focused on delivering high quality blog content at least once a week.
If you say you’re going to deliver a blog post once a week, and then you don’t, people get the impression that you’re unreliable. That undermines your efforts to build trust by sending a signal that you aren’t trustworthy. This is why it is important to blog on a schedule but on a schedule that you know you can live with and to plan posts ahead of time so that you don’t have to worry about not being there to deliver it.
I don’t believe this is worth my time.
If you don’t believe your blog is worth the time to create posts, don’t be surprised if your audience doesn’t find it worth their time to show up and read it. You need to believe that the work you are doing matters, that the time you are investing is going to produce results, and you need to spend the time to make your blog the best it can be. It’s not enough to put something out there. It needs to be the best stuff you can possibly make it because anything less is disrespectful of the time people are taking out of their day to read it.
I don’t know what to say
This is the most likely reason why you’re posting is inconsistent. You just don’t know what to say. You don’t know how to talk to the people that visit your site, but that’s not a message you want to send them. Because what that tells them is that you aren’t going to be able to talk to them in person, either. It tells them you don’t know how to interact, and that may not be true, but that’s what you are telling them with your inconsistent posting.
I don’t know what you want
Just as bad as not knowing what to say is having people think you don’t know what they want. If you don’t know them well enough to know what their needs are in a blog, how would you expect to know them well enough to know what needs your product or service can meet? Inconsistent blogging, especially if you quit blogging out of frustration from not getting readers to your blog, says that you don’t understand your audience well enough to be able to meet their needs – and that’s the last message you want visitors and prospects taking away from a look at your blog.
Resolving the Issue
Fixing the inconsistent blog posting problem is a matter of putting thought into the needs of the people you want reading your blog, preparing a plan to address their needs, creating blog posts ahead of time so that you’re not working to catch up or keep up, and then scheduling those blog posts to deliver on a drip feed like clock work so your blog keeps working in the background and you can get back to doing what you love doing most – which is creating great work!
The End of This Segment
This is the final blog post in our “Better Business Blogs” series. I talked last week about what we would be doing moving forward, but after some feedback from our audience and some thought on our part, we’ve decided that we would be remiss in teaching you to promote your blog before we taught you about how to go through the steps to plan and execute that blog in a manner that keeps it as stress free as possible for you.
I hope to hear from you on what you liked best about our series, where your biggest blogging hurdles are, and what you’d like to see more of going forward. Thanks!