I always used to laugh at the marketing companies that had so-so or even non-existent websites, not out of a sense of schadenfreude, but more because I remembered the saying about the shoemaker’s children having no shoes.

It’s an understandable problem. The successful companies are often so busy, they can’t devote enough attention to their own website, because they’re so busy working on clients issues.

“I’ll never get that busy,” I told myself once, but quickly changed it once I realized the ramifications of what I said. “I’d like to be too busy to work on my company’s blog.”

Et voila! Here’s my first post in nearly two weeks, because we’ve all been too busy to write them. (If you’re a client, don’t worry. We’ve been too busy working on your stuff.)

Think about it: we’ve been too busy ghostwriting other people’s blog posts, we haven’t been able to write blog posts about ghostwriting. (Trust me, if you were at a college party, you’d think that was really deep.)

Admittedly, it’s a nice problem to have, but it’s not how we like to operate. We’re able to get our work done, but at the end of the day, when 9 of our 10 To Do items are finished, guess which one #10 is. And guess where it goes on tomorrow’s list.

This is the very same problem most of our clients have. They think, “Writing my own blog isn’t that hard. I’ll get to it when I’ve got the time.”

For a couple weeks, they do. They’re faithful, they’re dedicated, and they’re busy. Then one day, it’s easy to let one slide. No big deal, you’ll do it tomorrow. Then you let it slide another day. And then another, and another.

Pretty soon, you’re looking at three weeks without any posts whatsoever. Not even an electronic sausage.

That’s why it’s important to have some kind of blogging strategy in place. Whether it’s doing it yourself, and writing ahead, or hiring a company like Professional Blog Service to do your blogging for you, you need to keep a schedule of some sort, and stick with it.

We understand you’re busy. Business and work have to come first, but we also understand the importance of blogging when it comes to search engine optimization and online marketing. It has to get done, or you’ll be ignored by your customers and left in the dust by your competitors.

Basically, we do the work so you can go to your meetings.

So what are we doing to fix our own problem? Working with a couple outside writers, asking people to write a guest spot or two (and doing the same for them), and just buckling down to make sure it gets done.

Because we’ve got work to do.

About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.

Tags: business blogging, ghostwriting

This entry was posted on Tuesday, July 14th, 2009 at 10:47 am and is filed under Blogging, Business Blogging Content, Ghost Writing, ProBlogService, Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.