If blogging is so important, why do 95 percent of people abandon their blogs? Simple. It’s hard work. It’s tough to stay on top of it, do the research necessary to understand what your audience is talking about it, and put something of value in 200-400 words on a regular basis. Even though it is hard, I can say with certainty that it has been the single more important tool I use to sharpen me personally and professionally.

It’s not easy. People think that blogging is free, so it’s not that valuable. Not true. Because blogging is free and accessible to anyone with an internet connection, a ton of people start blogging. But again, the statistics tell a bigger truth. Discipline defines those who benefit from blogging and those who just give up.

Commitment separates those who have enough conviction about what they want to say to do it consistently. Commitment also disqualify those who aren’t deeply committed to the conversation.

Is what you want to say worth the effort of blogging? If you’re answer is no, then you also haven’t earned my attention either.

It’s a constant commitment to…

• Consistently read new content.
• Uncover the key influential blogs in your space.
• Accumulate new ideas for the posts that will intrigue, educate, inform, or enrage your readers.
• Publish on a regular, pre-defined schedule.

That’s why so many people jump off before (95% according to Technorati) they realize any significant benefit from blogging.

It’s understandable. People are busy and many senior level managers are still unsure if this maturing medium really “holds the gold” that it promises for those willing to do the hard work necessary to realize the benefits.

Consider this: Hubspot reports that people and brands committed to blogging saw a 4.2x increase in the number of leads within four months while reducing their lead costs by 60 percent.)

Why Blog?

• Blogging helps you clarify your ideas.
• Blogging provides evidence of your commitment to asking the same questions the reader is asking.
• Blogging creates a substantive content asset that search engines can use to connect people, brands, and organizations.

Where is the ROI in blogging?

• Define your goal. You need to understand what you want or expect from blogging before you can ever be able to identify any form of return on investment (ROI).
• Search Engine Optimization (SEO). Develop a publishing or content schedule to improve your organic search results in search engines, particularly Google.
• Conversions. Determine a way to systematically capture and monitor signs of engagement. You can’t expect blogging to live within the metrics of direct response marketing, but there are tools to help you measure the number of “likes,” retweets,” and mentions that you receive. These are the beginning signs of engagement and, ultimately, influence.

Blogging — in some ways — may be the most valued and overlooked channel of influence available to people with a platform and a message. For those who make the commitment and execute a plan with a “blue collar work ethic” as described in Outliers, it can become the catalyst for compelling conversations that move people to action.

What has been your experience with blogging? How has blogging shaped your social media habits?

Content has always been part of marketing. Copywriters are the ancestors to current content marketers today. The difference is that content used in marketing is no longer expected to come from the marketing or advertising agencies hired to help business, organizations, or causes spread their message. Content, in large part because of the social media revolution, is no longer relegated to agencies but is expected to come from specific leaders within organizations.

The clinical term for this revolution is inbound marketing. People don’t want to be interrupted. They want to search and find you, research you, and then determine whether or not they want to engage with you. Content helps businesses do that effectively and efficiently.

My definition of content marketing is this: spreading your message through keyword-driven copy that provides implicit and explicit benefit to the reader.

Content Marketing is…

• …a conversation with an identified audience.
• …a commitment to consistent, relevant copy that doesn’t ask me to buy something.
• …grounded in the idea that people would rather discover you first.

Content Marketing is not…

• …a one-time effort.
• …an attempt to control the conversation or engineer a specific response.
• …a quick way to more sales, revenue, or brand awareness.

Content Marketing is the test the marketplace presents to businesses, organizations, and causes to determine whether or not you’re interested in solving problems or selling widgets.

Is content marketing part of your growth strategy?

In response to this, I generally counsel my clients to write 20-50 posts before “going public” with their blog. I offer several reasons:

• People who visit your blog for the first time need to have a sense of confidence that you’re not a “one hit wonder.”
• Readers want evidence that you’re committed to the subject matter.
• Google rewards consistent, regular content production.

Hubspot has emerged as guiding voice in the content marketing world. They recently published their own research that determined the optimal number of blog posts it takes before leads start to generate from a blogging effort. According to their research, the “magic” number is 20.

Personally, I think that number is a little low. But it should be encouraging to those businesses, organizations, and causes looking to start blogging for the first time but are intimidated by the idea that so many have been blogging for years. Many new to the blogosphere wonder if their efforts will be in vain.

Hubspot reports:

The blog usage also has a positive impact on the creation of leads. Whether we take into account B2B or B2C businesses, the use of blogs brings favorable impact on lead generation. According to HubSpot, marketers with blogs generate 67% more leads. So, if you want to get great lead results, create a blog. A critical number of articles can go a long way in attracting visitors to your site.

Businesses can only afford to invest in marketing that generates leads, cultivates leads, or converts leads into clients. Blogging is clearly an effective, proven channel to accomplish those goals.

What’s been your experience? Has your blogging efforts generated leads for you?

I’m a student of people and conversation. What people believe shapes how they act. And what people say shapes what they believe.

I’ve been very “quiet” about my writing and editing business. You would never know I did any of these things unless you were a client or knew someone who was.

Today, I am breaking my silence and coming out with my secret life.

I work with individuals and organizations to define their message, understand who they are talking to and what communications habits are native to their preferences, and implement a strategy to parse those key messages across multiple platforms for maximum impact.

The difference between me and the guy (or girl…there is no sexist bone in my body) who only talks strategy is that my “end game” is not crafting a plan but execution.

My primary goal is to multiply your impact without interrupting your daily routine.

Welcome to the new world of ghostwriting. One that is not bound by the pages of a book but guided by a passion to help others achieve a desired measurable response from a targeted audience.

Let’s talk!

I’m learning what you are most interested in and what you find most helpful. Given what I know, I’m making a few changes. I appreciate the regular coaching I receive from people like Bill Seaver and Kerry Bural that shape my thoughts and habits about new media marketing. And I’m very excited to be working with Eric and Lauren from Volacious Creative Media to create a completely new digital presence scheduled to launch in about one month.

I’ve got a lot of work ahead me. I’m rethinking everything from the ground up. It’s exhausting. At the same time, I’m thrilled, excited, and bursting at the seams to tell you and show you more.

But for now…you should know that I’m listening and making changes. More to come soon.

Here are my Top 10 posts thus far in 2010:

1. Should your church start a business venture to increase cash flow in 2010?

2. Individual charitable giving predictions for 2010

3. Morning Star Church pastor talks about recent giving letter to congregation

4. Leaving LifeWay, Joining Generis

5. 5 technology mistakes churches make and how you can fix them

6. Tithing tricks you don’t want your members to know about

7. 11 ways to turn year-end statements into dollars

8. Executive Pastor Mike Bonem on organizational theory and church funding

9. How important are the 30 seconds before you take an offering?

10. Build Community, Fund Ministry Series: Lifecycle of Church Membership

I don’t adjust course easily. I have OCD tendencies which means when I start something, I keep going no matter what the cost. When I began blogging in 2007, I had no idea how foundational and fundamental it would become to my work. Posting an average of five times a week:

1. Kept me constantly looking for new information.
2. Provided a discipline that forced me to think critically and never stop learning.
3. Ensured I was creating a large enough body of new content consistently to be of any benefit.

Writing blog posts began as the only platform for me to discuss what I was observing in local church settings. Since I began blogging, my platform in which to share has expanded into book and magazine publishing, guest blog post opportunities, direct client work, and regular speaking/teaching engagements.

If my goal with the blog was to find a way to share what I was thinking, learning, and observing, then it makes sense to adjust my posting frequency in light of the addition of multiple platforms in which God allows me to share with others.

The frequency in which I post to Church Giving Matters is one area that I’ve identified as a place where I can make such adjustments. Instead of committing to five posts a week, I’m going to cut back to only two. I know that sounds like a drastic change. It is for me. However, I think it will free me be more present with the people and work that God is bringing to me. I’m don’t value this blog any less; I’m acknowledging that my availability has limits.

I share this with you because the readers of my blog mean a lot to me. The e-mails I receive and conversations I have via phone and in person as a result of things you read on this blog have greatly enriched my life. I tell you this because there is a shared sense of trust that I want to honor. I hope you can appreciate why I’ve made this decision.

This shift is posting frequency is not permanent. Nothing is. But I’d like to give it 90 days and see what impact it has on Church Giving Matters and my other work.

I’m still deeply committed to investing in this blog. Just because I’ve committed to two posts a week doesn’t mean I won’t post more than two. It simply means that I’ve set a new standard for myself, a baseline from which to operate.

Nevertheless, I thought you should know that changes are coming. I appreciate your commitment to read this blog and faithfully serve the local church.

Today, he released his Top 10 blogs for fund-raisers. I clicked through to the post from my feed reader like I always do because he is on my “must read every day” list. That’s when I noticed Jeff had, in fact, included this blog on that list.

I’m grateful to be in such good company. (And if you’re not already reading everything Jeff Brooks writes on his blog or in print, start TODAY!)