Why there’s no need to worry if no one reads your blog posts
Have you been sharing blog posts online and it seems as if no one reads them? Does self-doubt creep in when minutes, hours or days go by and no one has liked, shared or interacted with your post in any way?
It’s nerve-wracking, right?
When we invest time, effort and care into a written piece, it’s natural to want a positive response. To feel in some way, it’s made a difference, to someone. Sitting with the uncertainty of not knowing what people think about your writing or your opinions is uncomfortable. And this discomfort is awful enough to drive people away from blogging altogether. Why bother writing, if no one reads it?
The problem is, a blog works differently to social media. Social media posts immediately show up in your follower’s feeds and they can choose to respond immediately or not. Then the post drops further and further down their feed until it drops off completely. Depending on the platform this may happen in a matter of hours, days or in the case of LinkedIn it may survive a couple of weeks. And then that post is gone.
Because of social media, we have become conditioned to instant gratification. Likes= popularity. Likes= interest. But even if someone likes your post, it doesn’t guarantee they’ve properly looked at it, or clicked on the link or even read it. They may just like the headline or the image or want to show their support for the topic you’re writing about.
Many readers are lurkers. They may click and read your post but then they disappear and you’ll never know their thoughts.
The reality is, it takes time to build trust with your audience. And what builds trust? Consistency and quality. Write a lot, and frequently.
Get realistic with your blog expectations
First up, let’s be clear on expectations. Here’s what you cannot expect from a blog post:
It will get a ton of likes on social media
It will go viral
Your business will go gangbusters after one amazing blog post
Why?
Because you don’t have control over any of those things. You do not have control over how people behave or whether they will connect with your content.
You must focus on what is within your control (us psychologists tell our clients this all the time- and we must be kind to ourselves in this way, too).
You can control what you put out there.
You can control the quality, value and credibility of your blog posts. You can control how consistent you produce blog posts, what platforms you share it on and how much you’re willing to promote it. Those are the things within your control.
And I know your thinking: Yes, but what’s the point of writing blog posts if no one reads them?
Here’s why: Blogging is a LONG game.
Blogging is a long game
The most important thing to remember about blogging is that it is a LONG game. Unlike social media posts, your blog posts are owned by you. They are on your website. That is your real estate on the internet.
Blogs hang around forever and this is a good thing. Why? Because over time, blog content builds up your google algorithm (in your favour), it boosts SEO (search engine optimisation- which is basically how people find you online) and this creates organic growth. This means people will eventually find you through search engines, rather than you going out to find them.
So, in the long run this means less work for you. You don’t have to chase down leads, round up new referrals or tempt people into your audience. They will come to you because you have what they are searching for.
While someone may not resonate with your blog post today, they may in one week or one month or a year down the track. Blog content is an investment in your future.
A blog is an investment in your future
Through a blog you build trust. You gain visibility. And you grow your audience. All of these are important for professionals who run their own business. Whether that is attracting your ideal client to your practice, being seen as an ‘expert’ in your field or selling workshops or courses that people actually buy.
Don’t give up just yet!
So, don’t give up just yet. Remember blogging is a long game and it’s an investment into the future of your business. Don’t give up after one perceived ‘failed’ blog post. Set yourself the goal of consistent blog creation for 6-12 months and then reassess: is your website traffic, mailing list and audience growing? If you stick at it- it will happen!
Did you know? I help fellow psychologists, therapists and health professionals grow their business through content. If you need help with a content strategy, blog ideas, or workshopping an article, get in touch today and discover my range of coaching and editing packages.