200 Not Out…


Good lunch, Blowers?

My dear old thing. Absolutely splendid! And it will be Kulasekera to start us off, bowling from the Kirkstall Lane end. Reid prods the pitch, has a look round the field, takes guard. In he comes. Up to the wicket… And there it is! Another one to his total, taking him to 200 not out…

A great knock, Blowers. Really consistent blogging. But it’s been a while coming. How long’s it taken him exactly?

Malcolm? You’ll have all the figures…

He started on Friday June 29th, 2010. So a little under four years. Three years and fifty one weeks to be precise.

So he’s got them all in singles? One blog a week?

One blog every week. Except for the drinks breaks in August and at Christmas.

Sorry, a little bit of artistic licence – inspired by the fact that I’m at Headingley today to watch the test match. But here we are: blog no. 200 – something which I find frankly astonishing.

As ‘Malcolm’ confirmed, I started the blog in June 2010. At the time I had no real idea how long it was going to run for – but had you said to me, ‘You’ll need to write 200 of these’ I’d have said there was no chance. Fifty seemed a highly optimistic estimate.

What have I learned along the way? Not just about blogging, but about business – lessons that can be applied to the blog and to business in general. There are probably five key points:

Consistency and persistency pay. The internet is littered with abandoned blogs – the last post 18 months ago, tumbleweed blowing gently across the website. So being able to demonstrate a track record stretching back four years is impressive. It says to a potential client, ‘Look no further: here’s the evidence. If I say I’m going to deliver I will deliver.’

One bite at a time may be a cliché, but it’s true. As I’ve said above, if you’d told me at the beginning I’d have written over 130,000 words – well over the length of the average paperback – I’d have shaken my head and worried about your medication. But here we are – and publishing by nine o’clock every Friday morning is now as much a part of me as brushing my teeth every morning. It’s just something I do.

‘Creatives’ are awesome. We’ve all done it at some time or other – looked at the creative sector and thought, ‘it’s not real work.’ May I here and now offer an apology to any web designer, coder, copywriter, photographer or any other member of the creative sector reading this blog? Writing the blog every week is hard work. As the old saying goes: Writing is easy. You just stare at a blank sheet of paper until your forehead starts to bleed.

You can’t measure everything. ‘Specific, measurable, attainable, realistic, timely.’ And, of course, ‘if you can measure it, you can manage it.’ But one thing the blog has taught me is that something you can’t always measure can still be a very effective business tool. So I use a mixture of analytical and anecdotal evidence when I judge the success of my blog – and increasingly, I think that’s the way it will be with all our social media marketing efforts. Yes, I know how many clients I have as a direct result of the blog. But the blog has also given me authority, credibility and – as above – convinced people that I can and do deliver. How much has that been worth? Strictly speaking, I’ll never know – but I can’t now imagine my business without the blog.

…Because it’s all about engagement. Put simply, you can never have too much of it. Not all my blog interaction is on the website; I get texts, emails, phone calls and have conversations every week about what I’ve published – which is exactly as it should be with social media. If the blog triggers a conversation that I wouldn’t otherwise have had – well, that’s the MasterCard moment: priceless.

It looks like he’s determined to carry on, Blowers.

It certainly looks that way. So there’ll be another one along next week.

We might as well have a slice of this cake while we wait.

My dear old thing! I thought you’d never ask…

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2 comments

  1. Gail Powell · June 20, 2014

    Hi Ed

    I am a book writing coach, author and publisher, and we are currently commissioning a book on ‘From Blog to Book’ and I wondered if I may feature some of your comments below? I will of course mention you as well in the book.

    It would also help if I could phone you and pick your brains further about other matters concerning blogging?

    Finally, have you thought of turning your best blogs into a book – with 130,000 words you have available, and already interested market following your blog, choosing 50,000 should be a breeze 🙂

    I am willing to help you with that too? Have a think.

    Enjoy Headingly and I am away myself next week – so how about a call around the 2nd of July for a phone catch up?

    Kind regards

    Gail Powell

  2. tommortonharrogate · June 20, 2014

    Many congratulations, Ed, from a junior humble worshipper at your blog shrine.

    I always think of you as the Joe Root of the blogging world…..

    Tom

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