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4 misconceptions about blogging that are hurting your ability to generate revenue

computer-analytics

When you look at the data, there is no question that blogging, aka publishing content consistently on your own website, is a non-negotiable for small businesses and nonprofits that want to make it online.

This is because blogging regularly has a disproportionately high return on traffic and lead generation for micro businesses (companies with 10 or fewer employees).

And yet, I still get pushback from clients when I tell them they should be blogging more.

Today I want to address the most common objections head on, because if you’re not blogging at least once a week, you are losing revenue.

On the flip side, if you start blogging twice a week or more, you greatly increase your chances of attracting more customers.

So let’s knock down those roadblocks, shall we?

1. There’s no point in blogging until I build an audience.

This first misconception is the most common one I hear, and it stems from a fundamental misunderstanding in how a blog builds your business.

I think the challenge is that blogging doesn’t build your audience overnight. Instead, it’s a slow burn that provides cumulative benefits over time.

First, simply by producing content, you’re doing SEO…even if you don’t understand how SEO works.

The specifics of search engine optimization (helping your site show up in relevant searches) may change, but the fundamentals remain the same. Google, and other search engines, prioritize websites that produce regular, relevant content.

If you’re producing content for your audience, you’re going to get SEO benefits.

These benefits don’t show up overnight, which is why so many small business marketers get discouraged. It can take 6 months to see the bump in traffic you want, from producing content alone. But if you’re not creating content, your search rankings aren’t going to go anywhere.

Second, your blog gives your growing audience a reason to share your site on social media.

If you want your audience, no matter what the size, to promote your work to their network, you have to give them something to share.

Think about it. Have you ever seen someone just link to a company’s home page on Facebook, and not a specific blog post?

It’s pretty rare.

Every time you publish a piece of content, you’re giving your readers a fresh chance to share your site. Combined with the SEO benefits, these one-off shares add up to a lot of traffic over the course of a year.

A blog isn’t just something you do once you have traffic, it’s something you do to grow your traffic.

2. I only need to blog when I release a product or have something to sell.

I used to have a boss who said the trick to effective marketing is reminding people you existed in precisely the moment they need what you have to offer.

There’s something to that. You don’t ask your friends to refer a plumber until the toilet breaks down.

Blogging gives your audience a reason to stick around and remember you, even if they don’t need you that exact moment.

And in the meantime, you’re able to deliver value to them time-and-time again, so when they do, they know exactly who to call. It’s very difficult, if not impossible, to build trust with your audience if you’re not delivering value on the regular.

By far, the easiest and cheapest way for you to do that as a small business marketer is to produce content.

3. No one cares about my story / I don’t have anything to say.

Maybe you know you should be blogging, but you don’t know what to share.

I totally get that — in many ways, blogging is message testing in real time. Because I promise you, you can’t think your way into a perfect strategy or platform. You have to put content out and see what resonates.

When you’re first starting out, it’s especially hard to go it alone, because you don’t get a lot of feedback. It takes a little time before you build enough of an audience to get any clear signal of what’s working.

If you’d love to get prompts, writing tips and promotional strategies for your blog , Megan Auman and I are taking a cohort through our live program 50 Day Blog Boost. You can get more info on the program right here.

Here is what helps me figure out what to write about. I bring to mind a specific person, maybe someone I talked to in a coaching call or exchanged a couple of emails with, and write a piece of content I think they’ll need.

It’s always better to write with one specific person in mind than try to reach the crowd. Ultimately what you want to do with your marketing is attract a ton of folks with similar qualities that make them a great fit for your work. So writing for one person who you know is a good fit is a great way to do that.

In fact, I’m doing it right now. :-)

4. I don’t need to blog, because I post on social media.

We’ve already talked about how blog content gives your audience a reason to share your website.

But there’s another reason you should be reluctant to give all your time and effort to social media.

You don’t own that content. People could move on from Twitter, Facebook could shut your page down without warning, or Vine could get shut down.

Wait, all of these things are happening…

Your content is way too valuable to invest in someone else’s property.

That’s why I advocate that you position your website as the hub of all your content. Social media channels are valuable promotion tools, but they shouldn’t be given ownership of your best content.

Are you reading this list and feeling motivated to start blogging every week?

If you need a little help and extra push to get going, Megan Auman and I are running our 50 Day Blog Boost program.

For 6 weeks starting January 9th, we’ll be giving a blog prompt, writing tip and promotional strategy, so you can make blogging a habit, improve your writing skills and promote your content.

With our support, you get the information and accountability you need to make blogging a weekly habit.

Registration is open now for the 50 Day Blog Boost. You can check out the full program details at www.50dayblogboost.com.

  

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