Don’t fade away – the most common blogging pitfall

“Blog fade” is an expression used to describe the fading enthusiasm for a blog; posts become less and less frequent until the blog is finally left sitting idle collecting pixel dust.

It’s happened to the best of us. We start out of the gate with a plan to blog twice a week, weekly, bi-weekly or even monthly. The blog was so easy to set up, we launch right in.

And it’s precisely because blogging is so immediate and accessible that we sometimes push it back in favour of more pressing tasks like, oh, I don’t know, taking care of clients! We figure we can always jump in there and put up a blog post; we’ll get to it later.

As part of a broader marketing communications strategy, well-written blog posts will improve your search engine rankings, attract traffic to your website, and reinforce your credibility as an expert. You may also use them to get a conversation going with your clients, prospects, team, employees, vendors, suppliers or other stakeholders.

When you don’t post regularly, you’re losing out on all of those benefits. But not only that – you’re also sending a subtle message that you’re not around anymore. People surfing the Web are hungry for information. They want more and they want it now. As brilliant as it was, the post you wrote last month is ancient history.

Have you ever heard the expression, “How you do anything is how you do everything?” When people look through your blog and don’t see any recent updates, they may start to wonder if you’ll “fade away” in other areas of your business as well.

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