Don’t Become an Abandoned Blog

WritingThis month I’ve been struggling with something that many SMB customers no doubt struggle with. I’ve had neither the time nor the inclination to work on my blog.

I’ve been too busy servicing my clients to even think about my own websites. I’ve been so frustrated with trying to think of content that my customers would care about that a few times I’ve wanted to blow up the entire blog.

Just hit delete. You don’t have to have a blog, do you?

Except, of course, that I blog for a living!

That’s when I realized that I had a nice opportunity here to address a marketing problem that many SMBs face, and that I could offer useful insights about it (as opposed to just, say, deleting my blog altogether).

This is the point where many small business blogs just get abandoned, especially if you can’t find any evidence that you’ve made direct sales from your content creation efforts. But that’s not the way it has to be.

Pick yourself up again.

You don’t have to beat yourself up over the fact that you’ve missed some blog posts. All of the content that you’ve created is still there, and it’s still providing value to your customers. It’s still offering you some benefit.

So just get back to adding to it. You can do it without any particular fanfare, unless calling attention to your lapse serves some particular purpose (like writing a blog post about dealing with lapses on your blog).

Look for something to curate.

This is a strategy I use when I’m running low on ideas for a client’s blog. While I create editorial calendars for each one I sometimes find that the topics I plan out aren’t as great as I thought they’d be, or that I don’t remember exactly what I was getting at when I jotted down that topic or title.

And sometimes I run all the way to the end of my editorial calendars before I’ve had time to create new ones.

Curating content really, really comes in handy here. And it’s not just about sharing a bunch of links with potential customers. You have an opportunity to get in on the conversation, adding your own take on whatever you’ve found.

Get some help.

You can let your blogging lapse over the short term. But in the long run you’re going to end up harming your business.

If you find that your blog lapses again and again then it might just be time to get some professional help with it. This goes double if you’d do just about anything but write blog posts.

A blog is a fantastic marketing tool. It shouldn’t have to be a pain in your neck.

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