I get it. It's discouraging. I myself regularly create content for many sources: my own wedding industry business, my wedding business blog, and WeddingWire's Education Center, for starters. I'm also a frequent guest contributor for numerous other industry blogs and websites, and I personally manage the blogs and social media accounts for select Firebrand Messaging clients. So I can totally relate to the frustration of working hard to write useful, relevant articles and posts, only to feel like people aren't reading them.
It's good exercise. For me, anyway, crafting a written piece on a topic, especially a thought-provoking or controversial one, helps me to sort out my feelings on the subject as I go. I personally enjoy the challenge of exploring the different sides of an issue, or thinking about what kind of advice I'd offer my readers on a given subject. It allows me to really focus on developing my perspective on something. A workout for my brain, if you will.
It creates an archive for your business. You may not have many blog readers or social media fans and followers now, but believe me - as you continue to create content, people will find their way to you. And when they do, you want them to be able to find things with which they can connect. You want them to stay on your site, your Facebook page, your Twitter or Instagram account - wherever you're posting - and learn more about your business and your brand. I can't count how many times someone's told me they stumbled across my WeddingIQ blog and wound up spending hours perusing the archives. Not only does that feel great to me to hear, but it also seems to make them feel they've discovered a fabulous, previously untapped resource. That in itself is valuable.
What you say matters, even when no one's listening. I wrote a post a couple of weeks ago reminding you that your news deserves to be shared. Blog consultant and speaker Danny Brown recently wrote something wonderfully simple and touching about the fact that you are worthy regardless of any arbitrary number of fans and followers.
I'll conclude by saying that, regardless of the tangible results your blog or social media may be creating for you (in terms of traffic, inquiries, sales, whatever your criteria for success), there is something incredibly worthwhile about creating content of value. The web has become such a repository of garbage, that anything that is helpful to people, teaches people a skill, changes people's thinking, or promotes good things, should be put out to the world. Why not be the one who puts it out there?