It’s a cycle I’ve seen a million times – you start a blog for your business and feverishly post new content on a regular basis. After doing this for a few months, you expect your company’s blog to be teeming with traffic. Upon reviewing the data though, you’re disappointed to find that you’re only receiving a fraction of the traffic you think you should be.

After reviewing the data, you start feeling depressed and soon abandon your blog.

However, while it’s tempting to just throw in the towel on your blog, you shouldn’t stress too much about how much traffic you’re getting.

In my experience with an SEO company, I was always told that the number of readers to most business blogs wasn’t important. I never really understood why until I caught this article from BlogMutt recently.

You may be scratching your head – don’t I need readers to my blog in order for it to become a powerful tool for generating leads?

While it would be nice to say your posts receive 10k+ hits with each new piece, you shouldn’t give up on blogging since regularly scheduled posts can also help your business in a variety of other ways.

One example is your site’s standing in the search engines, or rather the keywords you’re trying to rank for.

Consistent blog production helps create more “indexable” pages. Not only do regular blogs help you rank for existing keywords, it also provides more opportunity for valuable backlinks to your site. Also, regularly published blog posts induce Google to crawl your site more frequently – the more frequent they find your site has valuable information, the better your rankings will be over the long-term.

Next, despite low readership, regularly published blogs will also build into a powerful library of content you can share with prospective and current customers in the future.

One of the great things about digital marketing is the longer life-cycle of your efforts. Chances are a blog post you prepare today will be relevant to readers a year or two from now. If a prospective customer is asking questions, you can follow up your answer with links to a couple of blogs you prepared on the subject. This helpful content can mean the difference between a prospect choosing you over a competitor.

Finally, blogging for your business is a low cost way to garner high quality leads…

Even if your visitor traffic seems low, the leads and eventual customers will make your investment well worth it. According to statistics compiled by Hubspot, 82% of companies who post a blog daily have obtained at least one customer from their efforts. If you post once a month, the number drops to 57%, which is impressive in its own right.

Remember – blogging isn’t about the number of people flocking to your site. It’s about building a following of the right people that will help you generate revenue from your digital marketing efforts.

So if you’re feeling down about low readership, don’t feel like your business blog has failed and you should abandon it. Instead, take the long-view and keep posting, even if it’s only a couple of times a month.