The managing partner of a law firm called me and asked my opinion of how his firm’s blog was doing. This struck me as an odd question. After all, wouldn’t he know this better than I? So I put the question back to him.
“How do you think your blog is doing?” I asked.
“I have no idea,” he answered.
“Well, how has the traffic been?” I asked.
“I have no idea,” he answered.
“Has it generated any contacts?” I asked.
“I don’t know,” he answered.
“Are you getting any pingbacks?” I asked.
“What’s a pingback?” he answered.
“Are you collecting any data at all?” I asked.
“I have no idea,” he answered.
Here’s the deal: You may not care in the least whether your blog is generating traffic. You may be writing it just for the fun of it. But if marketing is even just a part of the reason you blog, then you should know whether your hard work is delivering any results.
