This is a guest post by Mark Evans. Mark Evans is a marketing and brand storytelling consultant. He blogs at markevans.ca/blog. Mark recently published a book, Storytelling for Startups, which provides entrepreneurs with strategic and tactical guidance to embrace the power of story-driven marketing.
In an ideal world, my blog attracts thousands of visitors and sees a flurry of comments whenever I publish a new post.
Unfortunately, this is not the case. At best, the blog, which is focused on providing entrepreneurs with insight about marketing, gets a few hundred pageviews a day.
Personally, it is a mystery given I think the content is solid and offers lots of value. Maybe, there’s too much competition, or perhaps the content does not have enough sizzle or search engine “juice”.
But here’s the thing: I can live with the modest traffic because blogging is not a quantity proposition for me – at least, not anymore.
Instead, blogging is an outlet for writing (I’m a journalist by training) and all the ideas that need a place to call home.
In some respects, blogging is mental and intellectual exercise. It is as important to my health as the ice hockey games that I play each week.
It probably explains why I have been blogging for nearly a decade. In the process, I have probably written more than 5,000 posts on a variety of blogs – everything from marketing and VOIP to urban politics, humour and wine.
While I get a lot of enjoyable from blogging, it is also good for business.
Blogging is a valuable way to show people what you think, and your ideas and interests. It is also an effective vehicle to deliver insight, guidance and value-added content.
At a time when there is so much content being created, a blog is a user-friendly way to differentiate your brand.
It is a place to demonstrate thought leadership, domain expertise and perspective, particularly if you blog on a consistent basis.
And, to be honest, it does not matter how traffic is generated, although more is sometimes better.
The objective is connecting with people to achieve your goals. Sometimes, it is about leads and sales; sometimes, it is about getting invitations to speak, and sometimes, it is about establishing a vibrant presence within a community.
The ability to have a global platform is the reason that I continue to blog. There are times when I wonder whether there are better places to invest the time and energy such as e-books, Pinterest or a newsletter.
But, at the end of the day, I think it comes down to a love of writing. It is a key part of my professional identity. When I left newspaper journalism in 2006, blogging was a big reason why it didn’t feel like I had lost my platform.
Would it be great to have more readers? Absolutely! But traffic is not the reason that I blog. I do it because I love it, and it has lots of benefits personally and professionally.
Mark Evans is a marketing and brand storytelling consultant. He blogs at markevans.ca/blog. Mark recently published a book, Storytelling for Startups, which provides entrepreneurs with strategic and tactical guidance to embrace the power of story-driven marketing.