Here are 5 myths about business blogging that may be holding you back:
1. I have to blog every day or there's no point. This couldn't be further from the truth. Unless your blog is your business (your primary purpose is to provide written content, and you sell advertising on the promise of a certain amount of traffic), then I think daily posts are overkill. I'd say about 2-3 posts per week is optimal, but weekly posts are great too, provided you can keep that up with consistency. You basically want to provide enough fresh information and/or inspiration to keep people returning to your site regularly, and to demonstrate you have your stuff together - something a completely neglected blog definitely doesn't convey!
2. Posts should be long. Sure, posts of a certain length (400 words or more) are optimal for SEO. Posts that are packed full of information are also a great opportunity for you to demonstrate expertise in your field or to convey detailed information about your business and your brand. By no means, though, do all your posts need to be that long, or that labor intensive! A mix of posts throughout the month, some longer and some shorter, will help you achieve many of the benefits of blogging, with way less work. Here are just a few types of posts that are much easier to write than a 400+ word novella:
- Listicles (short, bulleted lists of simplified information - sites like Buzzfeed generate tons of traffic with these)
- Photo montages (obviously these are easiest for professional photographers, since they own the images already, but I've found many photographers will happily share images upon request with other types of vendors - check out my WeddingIQ co-editor Kyle Bergner's fantastic article on how to ask for and properly use professional wedding images)
- YouTube clip roundups (these could be videos pertaining to your own work, videos of wedding-friendly songs, hilarious wedding "bloopers," whatever
- Posts with content created by other people (more about this in #4 below)
4. I should do all the writing myself. What is this "should" nonsense? When did being a martyr become something to which we should aspire? I say, let others help! This could mean outsourcing your blogging to a company like ours, but it can also mean giving others on your team the opportunity to represent you in a blog post, or cobbling together posts with input from others in your field (see this example from WeddingIQ), or inviting someone you respect to write for you as a guest contributor. Bosses delegate, and if you don't feel like doing all the work of blogging yourself, then seek out resources to help!
5. If I don't have anything important to write about, I shouldn't be writing. Back to the "should" concept...screw that. Your blog is yours, and you deserve all the perks of having an active blog even when nothing earth-shatteringly exciting is happening in your business. Sometimes you'll have news you want to shout from the rooftops, and other times you'll be filling the space with more basic stuff. But if you psych yourself out by thinking you need to have "news" to make blogging worthwhile, then you'll rarely find the opportunity to post.
Now...I challenge you to just get to writing! Don't burden yourself with worry about whether your writing is good enough, or your news is big enough, or your post is long enough. Just put pen to paper (or fingers to keyboard) and see what comes out. It probably won't be as difficult as you're anticipating, and I can't wait to see what you write.