Why is blogging important?

Why is blogging important?

776 415 Marsh Williams

One of the questions we get asked most often is “Why is blogging important?”

Here’s our experience…

Our culture at Shout Out Studio is fairly open. As a result, one of the things we love to do is share our knowledge and learn from others; blogging seemed to be a great way to approach this for us. So, in January of 2013, we made a commitment to start blogging in earnest.

It took a while to get everything going but there were three important lessons we learned:

So we took off on a new road without being sure where it would lead us.

Within a month we saw the traffic building for our site and within two months our average traffic increased by 42% over our baseline month of February 2013. In three months it increased by 68%. Honestly, we were surprised.

Our original goal was to write about things we share with our clients. The idea being that not everyone would read everything, but that once-in-a-while someone would find a “nugget;” that one piece of information that meant something to them and they could use to improve their company’s marketing efforts. What we found is that certain topics we wrote about began to get traction and based on the way SEO works, the more traction an article gets, the more it gets preference in the search rankings. What this taught us was that we can only make information available, the users decide what’s important. This realization took off a lot of the pressure we had been putting on ourselves and transformed blogging from a chore to something we actually enjoyed. No longer did we have to worry about what would resonate with our readers, they took that task on and it was great to learn from them.

But as usual, I digress…

The real lesson we learned came in June and July of last year when we found ourselves extraordinarily busy. Our blogging habits fell by the wayside and we found ourselves too busy to deal with it.

Pay attention, because here’s the moral of the story…

When we looked at our site traffic for June and July we were again very surprised. Our traffic immediately dropped 9% in June and another 2.5% in July. Here’s the graph from that period.

June July 2013

So in August we made blogging an absolute priority and restarted our efforts with the goal of at least one good article per week. By the end of November, our monthly site traffic had increased 265% over our February base-line.

Jan-Dec 2013

Lesson learned. keep it simple, keep it fun, keep it good, but keep it going.

Have you had any experiences with blogging and increases, or not, to your site traffic? We’d love to hear about them.

Photo Credit: margaretkilljoy

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