- You blog about the problems you solve for your clients
- You get found on the Web by the people who need your services
- People get to know you, like you, trust you
- They email or call and hire you
But then your business grows, you get busy, and what happens to the blog? I’ve seen hundreds of blogs written by smart professionals that haven’t been posted since last November.
Here’s my own example. I think I enjoy blogging for other people more than I do for myself! The more work I’m getting ghost blogging for executive coaches, the more interesting my writing becomes, and the more fun I’m having. It’s all good, really, except for a few problems…
I am quite simply more excited about creating content that markets for other professionals than I am for myself and my own business. I have long since stopped worrying about being “normal,” so that doesn’t bother me in the slightest.
But here are some problems… All the while, my ranking on the Top 42 Content Marketing blogs is slipping. I went from #4 to #10 to #17…to #45. I may soon be off the list entirely. Yikes!
In case you haven’t noticed, I used to be an almost daily blogger here, then it went down to 5 days a week, 4 days, and now 2 or 3 blog posts a week.
I guess the problem is this: blogging for your business is the best darn way to market on the planet. It’s working for me to get found, get known and get clients. It works for my clients.
But like many smart professionals, my clients eventually find that business blogging eats a large chunk of time out of the day. That’s time they could be spending with clients, earning money.
So they call me and outsource their blogging with my services. I’m happy, they’re happy, but my own blogging and marketing suffers.
With all the new clients, I don’t have time to blog about blogging, or write about writing on the web, and share as much as before. That’s not an excuse, it’s an explanation and a description of a good problem to have.
When your online marketing is working like it should, you have to cut back on things that take up too much time. Outsource, I say, get some guest bloggers to fill in.
But above all, don’t stop marketing, and don’t stop blogging. It’s too important for getting found on the Web. My solution is to start hunting for qualified guest bloggers who can write with passion about online marketing with content.