Google LOVES that you are blogging, that is how the algorithm works. When you are regularly updating content on your website it is considered more relevant. Much like the business that is active, the blog that is active appears to represent an active business.
This means that when people are searching terms that are relevant to your business, your blog posts present more opportunities to be found. Maybe you don't want a niche service offering on your services page, but when you blog about that specific corner of your portfolio it becomes content that can be found.
So your readership isn't what you would like it to be daily. What do you know about the people that are investigating your business. When you have an active blog you give them something to read, a reason to stay, to get familiar with your business. When you blog transparently and welcome the concept of honesty economy into your content strategy, you build trust and start the relationship development before you ever meet them in person. Simply put, that is awesome.
Consider the real life equivalent: If you go into a business and the walls are bare, the staff doesn't appear to want to offer you any insight as to what they do and the desks appear to have little happening, you aren't thinking "this is a business that has good things going on!" You naturally begin to wonder about how good they are at what they do, how invested in their business they are, how talented the staff team is. Don't give people an opportunity to make assumptions about your business. Lay it out there and do it well.
When you are blogging, you are regularly considering the elements of your business that are of value to your prospects and clients. That is a great mental excersize. Knowing your value proposition is one of the fundamental "must-do"s of business, and the honest truth is, it is often ignored.
When you are placing value on your skills, commoditizing your knowledge and doing it all while helping the invested researching consumer, you are being great at being in business.
A blog also keeps you reading relevant industry material, which is important. For perspective our business and our client's businesses all spend 20 minutes per day on reading what is happening in their industry. It is the rule. Some of them follow it more closely than others, but the resounding results are that they feel more plugged in as a result.
This also works because when you assign a timeline, 20 minutes, you are giving yourself that amount of time to relax and read. It results in you being less inclined to spend other time during your day frittering away precious minutes to unstructured reading that can eat up a lot of time unnecessarily.
So there you have it. Blogging isn't about daily readership, it is about building a robust digital presence that gets you found, builds trust and enhances your knowledge base. Happy blogging, click below for our e-book on other helpful metrics that will determine your success in digital (and traditional) marketing.