Last week, well-known blogger, video-marketing expert, author and speaker, Jim Kukral, announced that after 9 years, he was bailing on his blog.
Because he believes his business-building energies would be much better allocated to creating a single, substantial piece of content to share each month, likely in the format of an ebook, than to blogging.
As proof, Jim points to the year he took of of blogging to focus on video and how much more his business grew during that period.
As happened when Seth Godin announced he was leaving traditional publishing a few months back, a bunch of people started clamoring about this being the beginning of a larger move for a lot of people.
And, I just happened to be one of the people clamoring.
So, let me add a bit of clarity to my 140-character rant…
I don’t necessarily see a lot of people abandoning blogging to follow Jim’s approach. At least, not if they’re smart. Because they’re not Jim. They don’t have his expertise, abilities, following, track-record, relationships, mission, goals, business-model, blah, blah, blah. I said the same thing when Seth walked away from traditional publishing.
Good for them, but you’re not them.
What I do see is a lot of people looking at what Jim, who’s a thought-leader in the field, did and saying:
“Maybe I should step back and really examine what I’m doing in social media, how it relates to my bigger business model, whether I even HAVE a bigger business model, and consider what might happen if I shifted more of my social media energies into some other attention, engagement and value channels?”
That’s a question I see far too few people asking on a regular enough basis…if ever.
So, to me, Jim’s decision and announcement was a bold step for him. Maybe it’ll stick, maybe not. He’s smart enough to know how and when to adapt. But, the bigger message we should all take from his announcement is not that blogging is dead, but that:
- We need to examine why we’re doing what we’re doing on a regular basis, then
- Respond and evolve to accommodate change, both external market-imposed change, and internal shifts in where we want to take our businesses and lives.
Question is, when was the last time you did that inventory?
Because, if you’re in this game to not only have an impact, but make a living, it’s mission critical to own the fact that:
Your blog is NOT your business!
It may give you personal joy, but from a business standpoint, it’s simply a vehicle to:
- Grab attention,
- Create rapport,
- Build trust
- Provide value,
- Establish credibility and thought leadership, then
- Call people to action.
And, it’s important, really important, to be confident that you’re allocating your limited resources to the vehicles that are performing best today, without regard to what worked best yesterday, last month or last year.
As always, I leave you with a question…
When was the last time you stepped back and did a cost-benefit comparison between your blog and any 10 other ways to accomplish a similar end?
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