A blog gives you a great place to broadcast your opinion and say what’s on your mind. A good blog can help you establish yourself as a thought leader, giving your potential customers the image that you are sharp, up on the latest things, and relevant in your industry.

However a bad blog—which includes a blog that has great posts but is stale—gives your potential customers the impression that you ran out of steam as a thought leader, you don’t have the time management skills necessary to keep the blog up to date, or worse yet: you don’t have anything to say.

The reality for those of us with stale blogs usually is that we are so busy meeting deadlines that the blog is continually bumped from the top of the priority list. But reality is not as important as the perception created in the minds of potential customers. If your potential customers see a fault, then it doesn’t matter what the truth is.

For this reason,  you should not have a blog on your site unless you keep it fresh. Post to your blog at the very least twice per month, noting that others suggest weekly as the minimum. If you cannot make the time to regularly post to your blog, a few ways that you can keep your blog fresh include:

  • Partnering with someone to be a guest blogger.
  • Hiring a writer to write posts on topics you provide.
  • Quarterly dedicating yourself to take a day or two to write at least 6 or more blog posts that you can then post intermittently.

The Alternative: What’s in a name?

If you cannot keep your blog from going stale, then you should not include a blog on your site. But what if you really want to keep your spot for the intermittent articles and thoughts? Try calling it something other than a blog.

What should that menu item say besides “Blog”? Do you find that many of your posts are about things going on in your company or industry? Then instead of “Blog” – call this “News and Events.” Are most of your posts actually brief how-to articles or helpful tidbits on topics pertinent to your industry? Then how about calling the section “Articles” or “How To.”

The moral of the story

You don’t have to call it a “blog” in order to have a spot on your website to say what you want to say. But if you call it a “blog,” you must keep it current or it will be worse than no blog at all.

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