Why Blogging for Business Feels So Overwhelming

For many of the business owners I know who aren’t blogging for their businesses, it’s NOT because they don’t understand it or see the value in it.

They KNOW blogging will set them up for long-term marketing sustainability.

They WANT to do it.

But… they keep putting it off. Because it feels like such a big mountain to climb.

As a blog writer & mentor, I totally get it. But if you’re feeling overwhelmed by blogging, I also want you to know that a lot of the reasons it feels hard or stressful can be fixed. Here are some of the biggest stressors I see:

You don’t know what to write

Sitting down to come up with blog post ideas can feel way too open-ended and overwhelming – especially because longform content takes real time (of which you’ve got a limited amount of it to spend on marketing).

But you don’t have to come up with ideas out of thin air. Your audience and existing clients are already telling you (indirectly) what to write about.

Every question a prospect asks before booking, every objection you hear on a discovery call, every “wait, what?” you get when you explain something that seems clear to you – that’s a blog post.

Instead of asking yourself “what should I write about?” – ask what your ideal clients need to hear to understand about your industry, your service, and your processes before they can feel confident working with you.

→ Need a jumpstart? Grab my free blog topic swipe file for service providers.

You’re attaching too much importance to “consistency”

So much of blogging advice centers on publishing consistently in order to stay in favor with search engines.

Consistency can speed up results, sure. But a lot of business owners simply get too hung up on the idea that they must publish weekly or biweekly or whatever, just because that’s what they were told they need to do.

Forcing consistency isn’t a recipe for success. It’s actually a recipe for overwhelm, burnout, and disappointment. It’s why a lot of business owners give up after just one or two posts – because keeping up a weekly cadence feels like too much on top of everything else they’ve got going on.

That’s why you’ll never catch me preaching consistency.

Instead of committing to publishing something new every week, I recommend planning your blog content in batches of 6-10 interconnected topics based on your current business goals.

Then, write those posts week by week, or batch them and take a break before planning your next round – WHATEVER WORKS BEST FOR YOU. Think of it as treating your blog like a show with seasons, not a news channel that never takes a break.

You’re expecting too much from one blog post

If blogging feels hard, you might be expecting too much from each individual post. When you pour time and energy into longform content, like blogging, of course you want it to pay off and pull double duty in your marketing.

BUT if every time you sit down to draft a post, you expect it to:

• Rank on Google
• Build your authority
• Differentiate you from competitors
• Address buyer objections
• Promote your offers
• Convert readers to clients
• Be entertaining

…you’re overcomplicating it AND overwhelming your readers.

Trying to make a post accomplish every single one of these things makes the writing process super stressful (and also weakens the final piece).

A good blog post will accomplish one, two, MAYBE three of these things, but it’s not a unicorn that’s going to create a complete funnel all on its own.

So before you sit down to write, decide the goal of your post. I promise, the writing process gets easier when you know the role a piece of content is going to play in your marketing before you start.

→ Learn more about the roles a blog post can play in your marketing funnel: 5 Types of Blog Posts to Write as a Business Owner

You don’t understand SEO

Search engine optimization (SEO) feels intimidating on the surface, but I promise it’s truly not as complicated as it seems. (Yes, there are technical, complex layers to SEO, but the things you need to know for blogging aren’t that difficult.)

When people talk about SEO in blogs, they’re really referring to TWO things:

1. Keyword research – figuring out what your audience is searching for, and finding the terms you can realistically rank for
2. Optimization – structuring your post so search engines can easily understand it, which helps it rank for the keyword you’re targeting

That’s the gist of it. You don’t need to become a technical SEO expert to blog for your business – you just need to know what your ideal clients are struggling with, what they’re typing into Google, and how your post can answer that query.

→ RESOURCE: How to Do Blog Keyword Research for Free

You’re listening to advice meant for career bloggers

By “career bloggers,” I mean bloggers that blog AS their business – making money from affiliate marketing, ads, and digital products.

That’s a completely different ballgame than blogging as a marketing strategy to bring leads and sales into a service-based business.

If you’re listening to “career blogger” advice, you probably think you need to:

• Publish multiple blog posts per week
• Only target longtail, low-competition keywords
• Sign up for every affiliate program you can
• Grow to 50k monthly pageviews ASAP so you can run ads

If you’re already running a business and trying to do all THAT? No wonder blogging feels overwhelming.

The good news: blogging for business is actually a lot simpler because the underlying goal is different. You’re not chasing tens of thousands of pageviews – you’re after qualified traffic that converts website visitors into actual leads for your business.

You feel like you don’t have the time

Between client work, admin, and everything else on your plate, blogging can feel like something you just don’t have time for.

Listen, I get it. I really do.

For most business owners, the task list just expands to fill whatever time is available. Something I’ve learned is that the feeling of being fully “done” doesn’t really exist as an entrepreneur. 🫠

It’s often easier to make time for things when you block out a specific slot on your calendar for it. Treat it like a real commitment, the same way you’d treat a client call you can’t miss.

And if blocking off time on your own isn’t enough to actually get you to commit to it, adding accountability into the mix is incredibly powerful. That’s literally why I created Blogging Club – a free virtual coworking community for business owners who want to blog but keep putting it off.

→ Learn more about the Blogging Club coworking community here!