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You’ve Forgotten Your Blogging. Here Are The 7 Bad Signals It Sends To Your Customers

Have you Forgotten to Post on Your Blog. Then This is What Your Customers Really Thinking

You already know that blogging is a key component of content marketing that just cannot be ignored by businesses anymore. Any company website without a blog is clearly missing out on a lot of traffic and potential sales leads.

But do you know what’s worse than not having a blog? A dead blog!

If the last, and only, post on your blog was 8 months ago, then you’re the perfect example of a dead blog. It gives away so many wrong signals about your company that it’s hard to imagine something more damaging and credibility shattering – especially for an online business.

Based on my years of blogging and content consultancy experience, here’s what most prospective customer would think about your company when they come across your dead forgotten blog.

1. You don’t know enough about your industry

There’s no shortage of competition in any industry these days. It’s hard for customers to choose the right company for their needs and blogs play a major role in triggering customer purchase decisions. Any intelligent and knowledgeable company would take note of this fact and try to build a knowledge based blog for their customers. The more industry knowledge you share through your blog content, the more credible you become in the eyes of your potential customers.

By abandoning your blog, you’re giving all the wrong signals. You’re effectively telling your website visitors that you don’t have enough knowledge and expertise in your industry. You don’t know how to address the burning issues of the industry. You have no idea how to resolve customer issues.

With such credibility damaging signals coming from your blog, it’s hard to generate any sales from it.

2. You’re not a professional company

The internet has made it much easier for individuals to start their own companies. That’s obviously great for the economy. But it has also made it difficult for the customers to differentiate between professional corporate set ups and one man companies running from somebody’s bedroom. An abandoned blog puts you firmly in the latter group.

Giant corporations and industry leaders are increasingly investing money in building up their professional content teams with experienced bloggers and thought leaders. This gives them a clear edge over the one-man outsourced companies that have grown like mushrooms all over the internet.

3. You don’t care about your customers

Blogs, along with social networking websites, have effectively become the most engaging and timely customer service platforms. Companies encourage their blog readers to comment on their posts, share their feedback, discuss new product ideas and register complaints.

You on the other hand, have a dead blog. Which means customer satisfaction is the last thing on your mind – at least this is what I’d think if I was your customer. Your blog has a few old and isolated posts with a handful of (unanswered) comments, and you’ve never thought about building an email list, because that requires blogging as well. In short, there’s no connection between you and your customers.

4. You have no success stories to share

Companies use their blogs to build their credibility by sharing client testimonials and success stories with their readers. They create case studies on how they managed to win back hopelessly frustrated and irate clients and turned them into loyal customers. They show their prospective clients how keenly they look after their customers and make every effort to resolve their problems.

But with a dead blog, you’re doing none of that. You give out the impression of a company that has nothing special to show for its services. A company that has never gone the extra mile to help its customers.

As a prospective customer, looking to choose the most credible service for my needs, I would always prefer a company that shares success stories and testimonials. It would give me the extra sense of comfort, that I won’t be let down or left alone when I need help.

5. You’re going out of business

This is perhaps the most glaring impression that a dead blog would give away about your company. And this is why having a dead blog is worse than having no blog at all.

When a client explores your blog and sees the last post, dated 6 months back, he immediately looks for other sources to check if you’re even operating anymore. He loses confidence in your services and becomes suspicious of your commitment to your customers.

How would you feel if you see an SEO agency or a digital marketing company with a blog last updated 9 months ago?

A digital marketing agency is supposed to get you traffic and help you with content marketing (which obviously involves blogging as well). How credible would they be with their own blog dead and completely ignored?

I don’t know about you, but I would immediately consider them out of business and no more operational.

6. You’re out of touch with the current trends

You know that content marketing is critical for driving high value traffic that converts much more frequently. You also know that the leading companies in every industry invest a lot of money into their blogging and content marketing resources.

But if YOU know it, why isn’t, a supposedly, professional company aware of such a simple fact. They must obviously be out of touch with the current industry trends. If all of their competitors are blogging, why are they ignoring it?

7. You have an ignorant marketing team

When I see a company investing heavily in SEO, SEM and other paid advertisement campaigns, but completely ignoring blogging, I know they have a bad marketing team.


Because they’re investing money into something that is much more short term and has a lower conversion rate than inbound marketing and blogging. Leads generated through paid advertisements can never be as mature and convertible as those acquired through regular blogging campaigns.

You might initially save a few hundred or thousand dollars by preferring paid advertisements over content marketing, but over a longer period of time these leads would cost you much more since most of them would not give you repeat business or referral sales. PPC is an investment that goes away with the user’s click.

Blogging, on the other hand, is your brand’s permanent asset and would continue to bring you leads even months and years after publishing it.

But your smart marketing team won’t tell you that.

Wrapping it up

Blogging is an essential online branding and marketing platform. By taking it lightly and not investing in it seriously, you’re not only wasting a golden opportunity to acquire long term clients but also sending damaging signals to your prospective customers about your brand. So purely from a business point of view, it would be wise to either develop a comprehensive in-house blogging strategy or engage professional freelance bloggers to help you with regular content generation. The opportunity cost is just too much for you to bear.

Author Bio: “Jawad Khan is a Content Marketing Specialist at Quality Trade, a leading B2B marketing and trading portal for verified and highly credible businesses. Follow Jawad on Google+ and Twitter.”

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  • Jeff, thanks, great post.

    I’m glad that influencers are finally making this a more widespread thought. I’ve been marketing content heavily for the past couple of months, and I can tell you from experience, one of the biggest issues that business have with content marketing is money. If you have someone in your team who can write, that’s great – you’re probably going to end up saving some along the way.

    But, there are those businesses that are willing to pay other writers to produce content for them, and not all clients are happy with the rates that writers and editors are asking for. Personally, I think that if you’re building for long-term success, it’s worth having a reasonable budget for all your content – articles, slides, promotional stuff, etc,. – needs. It takes time to produce high-quality content, and if I’m completely honest – larger pieces are more fun to work with.

    You should work with people who understand that there are writers, and editors who will work for the minimum wage, but you already know that. I expect to get the bang for my buck, so if I am spending $500 on article – it better be pretty damn good, right? Just know this, there are writers out there who will happily negotiate fair prices for long-term relationships. It’s a win-win situation for both parties.


    I think that content marketers and small business owners should make love. Start small, few posts here and there, see where it leads you.

    • Hi Alex,

      Glad you liked the post.

      I agree – if you have a great writer in your team it saves you a lot of time and money. But I think $500 per post is rare.

      Some of the best writers I know charge around $200 per post (Neil Patel also mentions $200 as the highest you should spend on a post)

      Being a freelancer myself I think the best deal is to get a writer on board with a long term contract after a few sample posts from him.

      Again, thanks for your thoughts.

      Cheers 🙂

  • Hi Sonja The answer is “definitely!”. I am in Sydney and they host for me. 🙂

  • Hey Neil,

    I was more focused on the BAD signals it sends 🙂 so being overworked doesnt apply

    But I think getting a good post once week is possible even when you’re overworked. Blogging is an important business investment, so businesses should take it seriously – even if that means outsourcing it to freelancers.

    Thanks for reading 🙂

  • Hey,

    Glad you liked the post 🙂

  • April Moore


    I am new to social media marketing and enjoyed your post about forgetting your blog as a business . I am currently a student at Western Dakota Technical school , Rapid City, South Dakota.I do understand all the 7 bad signals you have written about. For the most part I understand why you say this from a consumer standpoint but I wonder If it would be valuable to try anyway even if they were not exactly sure what to do?

  • Hi Jawad,

    What you put energy-wise into your blog and brand returns to you multiplied.

    What you devote, time-wise, doing smart things, blogging-wise, grows your blog. I say treat it like a business and you can’t go wrong. Businesses grow by spending 8 or 10 or more hours daily doing smart things to make it grow.

    Serving people, listening to your customers/readers and sharing stories grows business, or grows a blog.

    I weave tales at Blogging from Paradise, through my blog and through the comments I post. People love travel stories so I work these stories into my writing, helping you become a professional, full-time blogger through the process.

    Inside-out is the way to go. Many bloggers miss good advice because their minds aren’t attuned to seeing, processing and using good advice. Before you touch your laptop or tablet spend 20 minutes or more working on your mindset. Doing so helps you filter and use good advice so you can prosper.

    Thanks for sharing Jawad.

    Tweeting soon.


    • Hey Ryan,

      You’re right – storytelling is the key to engaging content.

      But it’s something most corporate blogs ignore – and suffer badly as a result.

      Thanks for your thoughts and the Tweet 🙂