Can mediocre blogs succeed?

“…Mediocre marketing with commitment works better than brilliant marketing without commitment,” says Jay Conrad Levinson, as quoted in C.J. Hayden’s Get Clients Now! The idea is that marketing on a regular basis is more likely to succeed than a rare but great form of outreach. After all, steady activity makes it likely that your name will appear in front of prospects when they’re finally ready to act.

How does this apply to blogs? Again, posting regularly is key. It would be great if every blog post boasted originality, helpful insights, personal passion, and excellent writing. Few people can hit each of those targets with every post. Despite my love of writing, I believe that your insights and passion are more likely to distinguish you.

If you post consistently, then when readers have questions in your area of expertise, they may seek you out.

Of course, if your idea of posting consistently is to blog once every three months, I doubt that’ll deliver much marketing punch for you. However, if that’s realistically how often you can write original content, then I suggest you turn your piece into a newsletter that you make available on your website and circulate via social media. You may do better as a content curator—a person who shares other people’s content, ideally while adding their own insights—than as a content creator.

How often is often enough to blog? Consider what your readers want and what you can deliver, as I discussed in “Three tips for how often to publish your newsletter.”

What do you think about the trade-off between consistency and mediocrity? Please share.

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