Seems like most business blogs are like dieting…

Everyone has made a commitment to get the corporate blog going and the focus is very strong the first month on the business blog. The check off each day that a blog post is written and eagerly await the traffic numbers to see how it is doing. Then, one day, someone leaves a comment on a post like, “Interesting very to me, I thank you for interesting article.” (Little do they know, the person has added linking code to their post to generate back links to their site – that’s another blog post).  Getting that first comment is like losing those first couple of pounds on a diet.

But then something goes terribly wrong:

First, it gets harder and harder for the business to spend time on the blog. And after about a month, everyone wants it to work, but the spark just isn’t there. And so instead of posting daily, the business starts posting every few days, then every few weeks and about 90 days into the relationship, both sides realize they don’t love each other anymore and the relationship is on the rocks. Which begs the question, “What went wrong?”

Usually, what goes wrong with a business blog is that the team of bloggers either runs out of time, energy or ideas to turn into quality blog posts.

Blogging ROI is off the charts, especially if you blog effectively. In other words, you have to have something meaningful to say and do so every day. You see, blogs don’t work like static websites. The more you post, the more reward the blog provides:

1. Search engines add and drop blog articles faster. You go to the top faster, and you go away faster. Consistent, regular posts yield consistent, top rankings on search engines.

2. Other bloggers read your blog for ideas. Then they write posts referencing yours, increasing your blog’s audience. But they don’t see your ideas unless they show up in their RSS reader.

3. Social networks deliver traffic, but only if you have something that changes. No blog posts equals no changes equals no traffic from your social media initiative. More posts means more friends clicking to see what you’ve posted for them.

So, what do you do if you don’t see your blog though soft focus lenses anymore? Don’t give up. Either redouble your efforts to blog effectively or get some help.

See, your relationship with your blog isn’t a human one. Your blog won’t know the difference between you and a stand in ghost writer. Your girlfriend or boyfriend will.

Paul is the President of Professional Blog Service. PBS works with clients making strategic investments into business blogging, social media and search engine optimization.