One blog is worse than none. Really!

Great photo by Grok.

​We recently saw what we’re about to describe, and it left us aghast. 
 
Learn from the little tale we’re about to spin!
 
What you’re reading—this article, these very words—is a blog entry. Here at Copel Communications, we’ve been posting articles like this, every two weeks, for more than ten years, now. 
 
Thank you. We knew you’d be impressed. 
 
But what is this horror-inducing tale? you’re surely asking. And what does that have to do with the title of this article?
 
Okay. Maybe you’re not asking. We already knew you were smart. And likely figured it out already. But stay with us. 
 
So. We post blogs on a regular cadence. Twice a month. At the top of the month, each month, our blogs are more focused on our consultants audience. At mid-month—like this article—they’re more broadly geared toward our creatives audience. And yes, they certainly overlap. You don’t need to be running an ad agency to get a good takeaway, from this article, for your business. 
 
As we’d said. Every two weeks. Like clockwork. 
 
Now you don’t need to do them every two weeks. That’s our cadence. 
 
But man oh man. It is a cadence. 
 
Here’s the story: 
 
We were recently connected with a gentleman who was running his own creative agency; it specialized in web design. We’d been introduced by a mutual acquaintance, and had booked a Zoom call. 
 
Prior to the Zoom call, we did our due diligence. That is, we checked out this web designer’s website. And this is where we had our holy !@#$ moment. 
 
Just like our site—and almost everyone else’s—this designer’s website had a “Blog” section. (It could also be called “Recent Posts.” Same thing.) 
 
So we decided to check it out. 
 
And when we got there—we are not making this up—we saw—promise, we are not making this up: 
 
One blog. 
 
One. 
 
Just one. 
 
One.
 
And—to make matters worse—it was date-stamped. From about two years ago. 
 
Oh-my-goodness. 
 
Put yourself in the shoes of a prospect searching for a web designer. You Google. You find this designer’s site. And you check it out, just as we did. 
 
And, out of curiosity, you decide to catch up on their latest thought leadership and/or musings. And you see one sole blog, time-stamped from two years ago. 
 
Quick: What’s your reaction? 
 
You got it: Are they still in business???
 
Our reaction precisely. 
 
Whoever you are, reading this article, do not repeat this suicidal mistake. Do not project to the world—and to your prospects, for goodness’ sake—that you, once, two years ago, had an idea, just one, and then went completely brain dead but somehow managed to keep paying your URL hosting fees. 
 
It is worse, far worse, than not having any blogs at all. Clearly!
 
Now extrapolate from this story, this extreme example. 
 
Could you solve this by having two blogs? One from two years ago, and another from merely one year ago? 
 
Of course not. 
 
See where this is going? If you’re going to post, then post. And keep at it. 
 
But what if you’re not a content machine? That’s entirely possible.
 
Then do this: Create at least, say, a half-dozen entries. And make sure they’re not date-stamped when you post them. Needless to say, make sure that the topics of these articles are evergreen, too; you don’t want to, say, comment on that morning’s big headline from the news. 
 
Of course, if you’re a web designer, you may want to show off that you’re good at building, and updating, websites. Starting with your own. 
 
Need help with a challenge like this? Or any other? Contact us. We’d be delighted to help. 

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