Whenever I'm out and about and someone discovers what I do for a living, it's inevitable that the subject of blogging will come up (I'll bring it up if they don't!). If I were to distill the range of questions about blogging to a simple, recurring query - it would be: What's the deal with blogging?
As part of my business development efforts, I regularly speak with business leaders (CEOs, Presidents, CMOs, small business owners and marketing staff) about the things they're doing well and the areas they feel they're deficient in. The comments are widely scattered - ranging from discussions about marketing technology to what the best lead generation techniques are. For some strange reason (maybe it's me subconsciously guiding the discussion in a particular direction!) the subject of blogging comes up frequently. When it does, the reaction I get hasn't really changed much from the one I got one, three or five years ago - kind of a thousand-yard stare and eyes-glazing over reaction and a quick change of subject.
Up until late June, I was publishing two blog posts per week here at brassCycle. For both personal and business reasons, I planned to take a short break from writing my blog, with the full intention of jumping right back into it. Well, that short break morphed into a long hiatus and I'm really paying the price right now! Instead of silently taking my lumps and quietly sliding back into my regular writing routine, I thought I would use this situation to emphasize the importance of blogging and illustrate its direct impact on site traffic. Might as well extract something beneficial from the carnage!
One of the cornerstones of inbound marketing methodology is developing the capability to "get found" online. In order to make "getting found" a regular occurence and steadily increase the amount of traffic to your site, you need to create content. The general axiom is that the more content you create (yes, it needs to be relevant, useful to site visitors and in line with a sound keyword strategy), the better your chances of being found. But how much, and what type of, content is enough, really?