why blogging sounds like a great idea…until you have to do it
Everyone tells you that you should have a blog…and they’re right. A blog is great for SEO, helps establish credibility, gives people a reason to come back to your website, and shows that your business is active and evolving. In theory, it’s a fantastic idea. In practice? It’s much harder than it sounds.
I see it with my clients all the time, and if I’m being honest, I’m just as guilty as anyone else. There are days when I feel incredibly inspired. I’ll sit down, write five or six blog posts in one afternoon, and wonder why I don’t do it more often. Then there are months when I don’t publish a single thing. Not because I don’t have ideas. Not because I don’t enjoy writing. Honestly…I just don’t think about it. I don’t walk through my day thinking, “That would make a great blog post.” I’m focused on client work, meetings, deadlines, and whatever project is in front of me. Then one day I log into my website to update something else and realize it’s been six months since I’ve published a blog post.
If that sounds familiar, you’re in good company. One of the biggest misconceptions is that blogging is easy. It isn’t. Writing a thoughtful article takes time. It takes focus. It takes editing. It takes organizing your thoughts into something that’s informative, enjoyable to read, and genuinely useful for the people you’re trying to reach.
That’s one of the reasons I often encourage businesses to work with someone who specializes in content. It’s not because you aren’t capable of writing your own blog - it’s because creating consistent, quality content is a much bigger commitment than most people expect. Sometimes having someone help organize your ideas, shape your voice, and keep you accountable is exactly what keeps a blog alive.
For businesses that operate internationally, there’s another layer to consider. This is one of those topics I could happily go down a rabbit hole on, but one of the biggest mistakes I see is people insisting on writing exactly the way they speak because it feels more authentic. The problem is that authenticity doesn’t always translate well. English is full of idioms, colloquialisms, cultural references, and subtle nuances that can become incredibly difficult to translate accurately. If your business publishes content internationally, works with global clients, or regularly communicates with international media, I’d strongly encourage you to involve someone who understands more than one language. Whether that’s a professional writer, a translator, or someone on your own team, having a person who understands how ideas - not just words - translate can make an enormous difference. It’s not about watering down your voice. It’s about making sure your message survives the journey from one language to another. But I digress…
One thing that has helped me over the years is taking advantage of the moments when inspiration shows up. If I’m in a creative mood, I don’t stop after one article. I write as many as I can while the ideas are flowing. Then I schedule them to publish over the next few months. It takes the pressure off trying to come up with something new every single week, and it keeps my website active even when life gets busy.
Another trick I use is embarrassingly simple: I set reminders on my phone. Not because an alarm magically makes me creative, but because otherwise I’ll forget. Out of sight really does become out of mind. In addition to that, if I’m being honest, part of my job is creating content for businesses, and more often than not, at the end of a long day, it’s the last thing I want to do. I spend so much time helping clients develop content strategies, write blog posts, and keep their websites current that my own blog often ends up at the bottom of my to-do list. Maybe that’s true for you, too. (And if it is, please give yourself a massive break because everyone struggles to do for themselves what they do for others.)
So if your blog has been a little quiet lately, don’t beat yourself up. Write when inspiration strikes. Write more than one post while you’re in that creative headspace. Schedule them. And don’t be embarrassed to ask for help if you need it.