I almost didn’t write this blog post. It’s last thing on a Friday. It’s been a long, busy week. I’m just about ready to clock off (my brain already has) and crack open the vino…
But I’ve not published a blog yet.
I tried to come up with ways I could “cheat”. I thought about skipping the blog post altogether, and just sending my newsletter. That’s good enough, right?
Wrong. My newsletter only reaches a small handful of people, does not deliver the same depth of content and does not drive traffic to my website through search and social media.
I was looking through old and unused content that I had on file – was there anything suitable that I could edit or repurpose?
I thought about doing a Facebook Live video instead – 10 minutes of talking beats numerous hours of writing and publishing, right? And I can still deliver great value to my audience.
Sure. But my whole business revolves around helping business owners to be consistent with blogging – how can I expect my clients to deliver what I can’t even achieve myself? I’d be a hypocrite.
The fact of the matter is, blogging consistently is hard.
Being consistent at anything is hard but, for most business owners, writing at least one 500 word article per week is a serious challenge.
There are numerous reasons for this:
- It doesn’t seem urgent
- It doesn’t (usually) reap immediate reward
- There’s no one holding us accountable
- We think our readers don’t care
- It’s time-consuming
- It requires creative thought
- We haven’t planned sufficiently
- We don’t have anyone helping us make it happen
- We’re not clear on the purpose behind it
Related content: 18 Reasons NOT To Blog For Your Business
So why am I sitting here, writing this post, rather than opening my bottle of Sauvignon Blanc? Why is it so damn important that I get this article published today?
I’m not a naturally disciplined person. I’ve always been rebellious to routine, preferring to do what I “feel like”, on a timescale that suits me (no wonder I chose to be self-employed!).
But one thing I’ve learned over the last few years – by observing and listening to people far more accomplished than me – is that there is no silver bullet for success. No secret sauce. No magic solution. You just have to pick something and do it over and over again, like clockwork. This way, you build momentum, you become known and you build trust.
Every time you don’t do that thing because something more urgent got in the way, you erode that trust a little bit. It might not seem like a big deal at the time, but you’re sending a tiny signal to current and prospective customers that you don’t keep your word. That you might not be there when they need you.
A good soap opera gains a fanbase because it’s predictable. Viewers know where and when to expect the next episode, and what they’re going to get out of it – entertainment and escapism. They become loyal and tell their friends. If it were to stop airing regularly, its audience would forget it exists, and stop caring about the characters.
The same principle applies to blogging. You need to show up every week and deliver useful, interesting or entertaining content in order to become a go-to resource in your niche. If you don’t, you’ll be forgotten.
There are many benefits to blogging for your business, but without consistency, none of them will be realised. I’m lucky that I am part of a supportive business community who held me accountable today. And that I have a team around me to whom I can delegate.
If you are struggling to be consistent with blogging, I’ve been there. Get in touch, and I may be able to help.
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