I owe you a big apology.
I’ve been really slacking on my blog posts the past four months. I got so busy this summer with several new clients I wasn’t able to stay consistent in my writing. And then the craziness of SHOT Show preparation started in August with still so much still to do!
With all sincerity, I’m sorry…
Which brings me to the topic of this post about the perils of starting a blog and doing content marketing and then failing to keep up with it.
Since 2014, I’ve written over 140 blogs with a consistent tick of about 2-3 posts per month. Content marketing is like a slow-moving train leaving the station. It starts out slow—and then over time—gains momentum. But once it starts, it’s hard to stop. You have to keep feeding the “content beast”—or it becomes a complete train wreck, which means you have to start all over.
So in this post, **if you’re still interested?** I want to highlight a few points on what happened to me when I started creating content and then stopped for a few months.
1. Out of Touch
One of the great things that happen when you start blogging is that you force yourself to stay up to date on current trends, marketing technologies (like A.I., Service and Influencer Marketing) as well maintaining a voice in your niche. If you fall out of practice—you leave your audience wondering what’s going on. It also leaves a void for your competitors to move into. A digital presence is necessary to remain relevant in today’s digital environment. By staying on the minds of your followers, you’ll grow your brand (product or personal brand) faster.
2. Leads and Social Media Lags
Google loves fresh content. (Source: MOZ) To keep your rankings up, you have to keep creating content consistently. Inconsistency stymies your email list growth, open rates, and social media reach. Although I didn’t see a dip in traffic or leads over the past few months, I did see a decrease on social media channels, especially Twitter.
3. Open Rates Drop
After the email for this blog goes out, I expect the open rate to be below the standard 20% open rate of my total readership (500). I also expect a few unsubscribes. Which is OK, because it will keep my database lean and up to date. If you don’t email your list regularly, your subscribers will start to fall off and forget who you are. And as of now, email marketing is still the most effective way to reach your customers.
4. Looking Forward
In the coming months, I have several content campaigns scheduled that will be on the topics of service marketing, brand storytelling, artificial intelligence and the ever-changing world of influencer marketing and how to use these tactics and technologies in the outdoor, tech and firearms industry.
I hope you stay tuned.
Josh Claflin, Principal at Garrison Everest, helps companies in the outdoor, tech, and firearm industries who are struggling to develop clear brand messaging and increase revenue through online channels to grow in the digital era of marketing. Contact Josh for a free consultation.