If I hear one more person (including myself) pronounce to the world via blog, social media, morse code, smoke signal or any other form of mass communication that “Content is King” I am going to…ehhh, who am I kidding, I’m probably not going to do anything about it. Let’s face it, this is one of those phrases that is drilled into our heads over and over again in this industry and that’s not likely to change just because I held my breath and stomped my feet.
Don’t get me wrong. I do agree that content in some form or another is the key ingredient when communicating your message to the buying public. However, content alone is not going to help you rule the world…a King must have its Queen. So, who is the Queen? Is it link building? Social media? Search engine optimization?
Nope. Although one can easily argue that each of these elements are important for any aspiring blog to be successful, another item for the todo list is not the function of the Queen…at least not in my house. The Queen is the glue that holds everything together. She takes all of those moving parts and somehow gets them to function in complete and total harmony. She is the conductor that guides the orchestra through the high and lows of the song.
When it comes to your blog, the Queen is consistency.
You may be a gifted writer and have an incredible idea for a blog, but if you are not consistent in the frequency of getting your message out to the public, you are going to have an extraordinarily difficult time building an audience and without an audience your message is falling on deaf ears. Converting visitors into regular fans is hard. Adding the element of surprise into the mix makes it nearly impossible. Readers need to know that they can count on hearing from you on a regular and consistent basis.
Does this mean that you need to write a new blog post every day? Not necessarily, it depends on your goals. If you are striving to be a well known blogger, you should probably be blogging every single day for a while until you build up a big enough audience that you can back off a bit. If you are utilizing your blog as a prospecting tool or to educate existing clients, blogging only once or twice a week might be plenty. Just don’t blog less than once a week. Making your readers wait two weeks or more for your next post is much too long to build an addiction.
Once you decide on how frequently you are going to post, it’s time to commit to the specific day or days you will be blogging. Is it Monday through Friday? Tuesday and Thursday? Every Sunday? Make sure you give this some thought and test and measure! Think about when readers might want to hear from you and start there.
Forcing yourself into a schedule means that you are going to have to push through the times when no one is reading, when you don’t have any good ideas or when you are up until 3AM trying to get the right words out because of a looming deadline. It’s in those times when you might normally throw in the towel in the name of writers block that having a set schedule and no excuses that makes you a stronger writer and ultimately a successful blogger.