Corporate blogging is about the slow road

This is my second post in what will be a long term committment to my blog. 

This is the week that, for most bloggers interested in establishing their voice, everything seems clear and perfect. So many thoughts to share! So much advice! 

Thankfully I’ve done this twice before, so I’m ready for what happens next week: Abandonment.

I read one statistic from PC Magazine a while back that most bloggers who start writing end up abandoning their blogs after three months. And that was back when the number of blogs (at least according to Technorati) was down at a paultry 71 million or so. There are now 200 million registered blogs, with %66 of them not having been posted to in over two months.

Why? Well, writing a blog takes time. It’s not easy to dream this stuff up, and for most people just sitting and typing out thoughts for others to read is no thrill ride. (It is for me, but I’m weird.) Also, there are now a lot more vehicles for getting heard that don’t require anywhere near as much time – most people would rather Twitter or post messages to Facebook or upload pictures to Flickr than sit down and hammer out a few well thought out paragraphs.

Besides, just writing a blog isn’t enough – you also need to go out and promote it, get involved with other bloggers, build links… why do that when you can scare up a mighty Twitter following and fire off links to them?

While social media sites are great for finding people immediately and talking to them about what they’re already into, it is no replacement for a platform dedicated to what you have to say – namely a blog, but also any webpage content you post to your site. A blog gives your other social media marketing an anchor. The instant and direct messaging of social media is brilliant, but if you want to have them come back to your site and invest in you and your products, you’d better have something for them when they get there other than a lead generation form.

To be honest with you, writing a blog isn’t that hard. Which is very presumptuous of me, since you could have just read all of the above and said, “It must not be – you suck at this!”

Blogging requires a bit of time each day, yes – but it’s really about discipline and having something to share. When you think about your own business, you know it better than anyone else does – and a lot of useful information for people who could become your clients. 

The hard part will be getting others to read your blog. When you launch yours, be sure to put aside time to the kind of promotion that should go into any website. Link building is good, but taking part in the conversations happening on other blogs is even better. Also share your blog feed in as many spaces as you can find, and on occaision, share a post on you social media profiles. (But don’t overdo that – nothing’s quite the same kind of annoying as a Twitter feed that is nothing but links to your blog post.)

So that’s two posts down. If I live another 30 years, that means I only have another 10,950 posts to go. Fun! 🙂


  1. I remember an article about the care and feeding of geek boyfriends/girlfriends. In it, it described “the project”. All geeks have a project du jour. The article tries to remind SO’s to be patient about “the project”, and to try not to get too jealous of the lost time when they themselves were the project.

    I think blogs are like that. For a while, it’s “the project”.
    Then it isn’t.

    Read my blog!
    Add me to your blogroll!
    Generally send me traffic!

  2. LOL Nice way to sneak in the link, friend!

    BTW, when are you going to get a domain name for your site?

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