Over the past few years, we’ve noticed that most business owners go through cycles. They come out of a consulting meeting, conference, general meet up, etc and are pumped about writing relevant blogs for their business all in hopes that it will attract new customers. Inevitably they get to a point, whether it be a month or a week, where they start dragging their feet or even stop putting out fresh social media, blogs, and content overall.
While this seems to be consistent among all business owners, the reality is that everyone faces it. I could try to give you 5 reasons why this is the case and scientifically show how the brain doesn’t like to maintain consistency at times, but I would be wasting your time.
The real reason you inevitably stop putting out fresh content on your site is that you don’t really see it as important.
You don’t need to hear how some program, app or subscription is going to make you better at writing and putting out content. You need to be encouraged to get back to the grind stone. It is really nice to have special tools that help us excel, but ultimately you have to see that what you are doing, and needing to do, is important.
In a day and age where Facebook and Google AdWords are giving business more opportunities to leave their marks on customers, regardless of their size; your content is everything. The way that I like to think about it is to remember the companies that I most trust and am paying right now for various items (especially in the business world). Now, think about those companies and their websites. It seems that most of the time there are fresh emails, blogs, tutorials, articles, etc always pouring out of their site and readily searchable for you on Google when you need it.
Whether you know it or not, part of the reason you value those companies is that they have built trust with you by either providing you with some knowledge for free or because they have been there with an answer or update when you needed it.
So now if you value companies to a degree based on what they are putting out, how much more will your company be valued if you are just consistent to keep fresh content online.
If you have trouble writing for yourself, hire a freelance writer. If you don’t have the money yet, take some online writing classes.
The bottom line is that not only should you not have an excuse, but you can’t. Your business needs you to be determined, to be consistent, and to decide that every output is important. We remind ourselves here, that if someone can see it (whatever output we are talking about – blog, social, etc), they can judge you by it. If you wouldn’t want somebody judging your company by the current quality of your content or site, it’s time to make a change.