3 Reasons We Don’t Blog (and How to Get Back to Blogging)

Just this week, one of my accountant friends “got back to his blog” after not posting any entries for quite a long time.

I used to be as bad about posting as many of you who are reading this may be, but now that I have a regular blog column on AccountingWeb, posting has gotten much easier for me because I now make the time to blog.

Before, blogging always seemed to go to the back burner.

This made me think – how can I help you either “get back to your blog” or begin blogging if you aren’t already doing it.

As you figured out, the number one reason we don’t blog is that we don’t make the time for it, which boils down to making it a “priority.” If your wife, husband or partner asks you to cut the lawn and you’d rather watch the big game, you’ve set up your own priority list of what you’d rather do first.

Yet, I think anyone reading this can take 15 minutes to 1 hour out of their schedules once a week or every other week to blog.

The second reason we don’t blog is that most of us think we don’t have anything to blog about. That’s rubbish, pure and simple. Think back to this past week and enumerate the conversations or email discussions you may have had with clients, employers, colleagues or friends. I’m certain you could very easily turn any of those conversations into something that would be interesting to your audience – which, of course, are your clients and prospects.

The third and final reason we don’t blog is that most people do not have any idea how to tell others about their blog, specifically, that it even exists. Here are some ways to do that:

  • Include the blog URL on your email signature, and if you have staff, ask them to include the blog in their signatures as well
  • Blast an email out to your clients about your blog
  • If you are able to segment messaging to your clients, send emails with specific topics. For example, if you blogged about the IRS, send that to your tax clients
  • If you haven’t started a blog, hold a contest with your clients and ask them to name the blog. Offer an iPad or something for first place. Push the content out over email.
  • Be sure to optimize your blog for search engine optimization so you’ll be “found” on the Internet.
  • Use social media to promote your blog topics – I favor Facebook, Twitter and LinkedIn.

The bottom line is that you have a lot to say and need a means to say it – that’s why a blog can be so valuable to you and your practice because it’s a great way to discuss content with your clients and attract prospects.

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Scott H. Cytron, ABC, is president of Cytron and Company, known for helping companies and organizations improve their bottom line through a hybrid of strategic public relations, communications, marketing programs and top-notch client service. An accredited consultant, Scott works with companies, organizations and individuals in professional services (accounting, finance, medical, legal, engineering), high-tech and B2B/B2C product/service sales. Contact him at scott@cytronandcompany.com and visit his blog, www.absolutecytron.com.

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