Mario Sundar

LinkedIn's 2nd PR hire. These are my thoughts on products, public relations, and startups.

Blog less; it’s good for the soul!

Really!? I just read this recent post by Eric Kintz on the MarketingProfs blog (Boy! Am I spending too much time there?!) where he articulates precisely why he thinks blog frequency doesn’t matter no more!?

I wonder, what my friend Jeremiah has to say on this.

I have divided my response into four categories: I AGREE, ON THE FENCE, I DISAGREE & I COULDN’T AGREE MORE WITH YOU

So here goes:
——————–
I AGREE (+ 2 POINTS)

(i) Traffic is generated by participating in the community; not more posts:

At the outset, I’d have to agree with Eric’s statement, that participating in the community plays an integral part in generating interest around your blog in addition to regular posts. I however do believe that the community is the genesis of blogging, meaning I don’t participate in the community to increase traffic but it’s the other way around — I participate in the community and hence blogging is a great way to connect with my peers. I learned a lot from my peers at the recent blogger’s meeting in San Francisco and I can’t wait for the next one.

(ii) Traffic is irrelevant to your blog’s success

Well, this would have to depend on how you view it. I’m sure none of us starts a blog thinking, I want to be the next Robert Scoble, but go for it, those of you crazy enough to think so! In the end, it’s all about the Long Tail, people! Blogging is a phenomenon because it caters to niche audiences world-wide, so I’ll have to agree that traffic really is irrelevant for most of us, bloggers.

ON THE FENCE (0 POINTS)

(iii) Loyal readers coming back daily to check your posts is so web 1.0

Well, it’s true that loyal readers have subscribed to your blog and so are probably not gonna be miffed at you for not posting every day. However, not seeing regular posts, may turn your loyal readers away to other blogs. A case in point: I was a loyal Jeremy Zawodny reader — until he starting posting lesser. I’m sure Jeremy has better things to do, but blogging lesser does cost you readership.

I DISAGREE (-6 POINTS)

(iv) Frequent posting

drives poor content
quality is actually starting to have a negative impact on loyalty
keeps senior executives and thought leaders out of the blogosphere
threatens the credibility of the blogosphere
will push corporate bloggers into the hands of p.r. agencies
creates the equivalent of a blogging landfill

I agree that more is not necessarily better, but then a good blogger continues blogging well, while a bad blogger remains bad whether it’s 1 post or 100 posts. I also don’t see how any of the above reasons (for e.g. keeping senior execs out of the blogosphere or pushing corporate blogging, etc…) are reasons why blog frequency doesn’t matter any more. Maybe I’m missing something here?

I COULDNT AGREE MORE WITH YOU (+ 4 POINTS)

(v) I love my family too much

Now this, I get! Right-on!

—————–
In summary, I believe blogging frequently is not a caveat but is surely a necessary evil since whether you have just 1 reader or a 100 readers, your loyal readers are looking for interesting content from you. And if blogging every day is going to maximize my return on investment, meaning satisfied “content readers”, then that’s what I’ll probably end up doing.

Personally, since I’d rather have a balanced blogging life, I’ve come to rest at 5 posts a week. I normally make it a point to blog on Mon-Tue-Wed (since that’s when the blog stats point north) and then I choose 2 random days the rest of the week depending on interesting marketing posts I read. However, I’d have to add that it’s been only a month or so since I started I can’t wait to see how things progress. I’ll keep y’all posted! Keep reading though!

For more Eric, check out “The Marketing Excellence” blog.

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