You’re ready to start creating content and share it with the world, and you’ve decided that a blog is the way to go. This is a good idea, because it doesn’t require any specialist equipment or knowledge, and you can produce several at a time and save them as drafts.
But if you’re new to content marketing, you might be worried that nobody will be reading your blog. It’s natural to feel uncertain, because you’re going to be putting a lot of time and effort into writing valuable posts for your audience. You want that hard work to be noticed!
First of all, having a small audience is not necessarily a bad thing, or no readers at all. What’s important is that you share your knowledge, you practise your writing skills and you get all your thoughts down on paper. Even if you’re only blogging for yourself, see it as an opportunity to think about all the things you know about and that will be helpful to your future readers.
If you’re in the early stages of your business, it’s good to spend some time creating blogs while things are a bit quieter, because as your work picks up, you may not have as much time. We’ve already discussed that the key to successful content marketing is consistency, so get as many posts written as possible, and schedule them for busier periods.
When you’re growing your company, it will be encouraging for new customers, suppliers and collaborators to see that you’ve been blogging regularly. It shows you’ve been committed to your content marketing efforts.
Creating a Blog Archive
Having a comprehensive blog archive is great for people who stumble across your site by accident and new customers, but it’s also handy for existing clients who might find one of your older posts. The archive shows that you really are an expert in your field, and you can refer people to several posts you think will be helpful to them.
If you’re in a niche industry, you don’t NEED a big audience. You’re writing about a specific topic and providing detailed blog content for people who know they need your high-level advice and information. Serving a smaller community well is often better than trying to appeal to everyone and no one.
Finally, to drive traffic back to your blog (and your website, which should always be your ultimate goal), think about reusing and repurposing your blog content. Share parts of it across social media, but leave the best bits out, so people are intrigued to learn more. They’ll come to your blog to find out how it ends, and while they’re there they’ll look at your archive.
So, don’t worry about readers or subscriber numbers, and just start writing! You may find these posts helpful too.