You know that a blog is an important cornerstone of your marketing, both for search and for social-media reasons.

In other words, consistently creating relevant and engaging content that's seeded with keywords will help boost your search ranking and help you get found by prospects.

It will also allow you to tell your own brand's story more richly and consistently than any other kind of marketing (like press releases or marketing collateral) or media (articles that appear elsewhere and are penned by others).

In fact, more than half of 1,100 North American B2B companies recently surveyed by MarketingProfs and Junta42 reported having embraced blogs as part of their content marketing programs.

Source: MarketingProfs and Junta 42, spring 2010

But here's the rub: Maintaining a blog that's consistently interesting and relevant isn't an easy task. It's a challenge to create consistently awesome blog posts, and it's a challenge to earn the attention of an audience.

How can you be heard above the noise? Why doesn't your blog have any comments? It's all hard work, right?

It's a lot easier to maintain a robust, active blog when you have many contributors—not just one person responsible for writing compelling content, day in and day out, rain or shine, in sickness and in health... (to completely mix metaphors). Have you ever written a regular column or regular blog? It's a lot harder than it seems. After you have a few hundred posts or columns under your belt, it's easy to burn out or struggle for something new to say.

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image of Ann Handley

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, dog person, and writer.