Blogging is a marathon, not a sprint. Many well intended authors set up a blog, feverishly post to it for a few weeks or months, and then abandon it altogether. The main purpose of a blog (like on this website) is to keep fresh content and ideas, and to expand the footprint of an otherwise small website. Additional thought leadership pieces can introduce new keywords and bring new audiences to your page. Finding a stagnant blog that has gone 2 years without a new post, however, can do just as much harm as a maintained blog can do good.
The important thing is to post regularly. But “regularly” just means … regularly. Not often. Not daily. I post on this blog every 18 days, give or take. That gives me time to think of new topics. It gives me a little break between blogs. And it is not too taxing. The reason I chose this topic for today is that it is now the 3 year anniversary of posting every 18 days. Obviously, it has been quite sustainable.
Tips for keeping a blog going
- Set a cadence you can easily maintain. Even if you have a ton of ideas right now, there will come a day that the well runs dry. You want to give yourself ample time to discover new topics.
- Don’t post every idea all at once. If you have 50 great ideas for blogs, congrats! That means you have 50 or 100 weeks of content queued up. Having a backlog of great topics you can’t wait to write about is a good thing. Don’t squander it too quickly.
- Maintain an editorial calendar. Posting regularly doesn’t have to be quite as strict as my every-18-day rule. But it should be spaced somewhat evenly. Don’t do 3 blogs today and then none for 5 months.
- Keep a backlog of topics. When you think of the next great topic, add it to the list. Then when it’s time to write your next blog, you can review that list and pick your favorite or most timely.
- Write. Don’t wait for inspiration. Don’t hope you feel like it tomorrow. Be disciplined. The hardest part to writing is getting start. So sit down, and write.
- Don’t obsess. This is blog content. Get your idea across. Inspire some thoughts, then move on to the next. It doesn’t have to be perfect and you can always edit it later if you need to.
I’ve seen far too many blogs putter out and die after far too short of a time. Following these few helpful hints should help you extend your influence out over several years, increasing your footprint, benefiting SEO, and representing your brand!