According to HubSpot, companies that publish 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.
While this data is true and valuable, it doesn’t speak to the quality of blog posts and how that affects inbound marketing.
Writing is hard. Grammar and punctuation aside, it takes a lot of work to create something from nothing. And it takes even more work to create something that other people find valuable.
Small business blogging has changed that a little bit. Now, we have data that can give writers a bit of how-to when they are writing for a brand. Keep your headline under so many characters, split up your paragraphs, use lists etc.
These are great statistics for a marketer to spout off to prove how great they are at marketing, but creating content needs to be more than that.
Now, it’s not SO much more that it becomes this mountain of a task, only attainable by the big brands and their highly paid professionals.
What are the dangers of small business blogging?
1. You basically become a robot, pumping out content every single day that follows all the rules but has no personality whatsoever.
2. You try really hard to follow what Rand Fishkin calls the “10X” rule, end up crying in the corner and never hitting “publish.”
Small business blogging can work somewhere in the middle. You can’t be afraid to put out content because you don’t think it’s good enough. Just like in business, you can’t be afraid to fail.
That being said, you shouldn’t be publishing 10 posts per month that get hardly any views, either. Even if your content is bringing in traffic, if it’s not bringing in leads or business you need to rethink your strategy. Publishing lots of the same kind of content isn’t doing anyone any favors.
So what should you do? When I blog for my business, I try my best to focus on improving. Every time I write, I am trying to improve my process as well as my end product. I also focus on improving the content that is already on my site. If I have a post that has been there for a while, gets a good amount of views but no one is converting, I’ll go back in and try to make it better.
Set Attainable Goals
Knowing that the odds of your blog post going viral are slim, it’s important to set attainable goals. Take a look at your traffic and leads today and aim to increase those numbers. If you can’t see the impact of your blog on your website and your business, it’s harder to keep it going on a regular basis.
Above all, you need to have patience. Creating content that people love takes a lot of time and energy. I’m trying not to get all philosophical here, but it’s really hard not to. Just take solace in the fact that no one really knows the perfect formula for creating great content. Keep learning, keep practicing, and always hit publish.