I recently read a post by Steve Rubel from the Micro Persuasion blog that I follow. He makes a very good point by saying that if a company intends to blog, they must look at it as an investment. It won’t have a large readership immediately without spending a lot on advertising. Even then, that audience will probably only be transitory.

He references The Long Tail concept in retailing by industry visionary Chris Anderson from Wired magazine. By that he means that a blogger must be patient and not blog for readers, but for search. The more posts, the more entries into a search engine like Google, the more likely someone will find a link to your blog.

Steve’s comments bear out what I’ve experienced. You must be patient when blogging. A major blog like Talking Points Memo (ranked #70 in Technorati) has been blogging for SIX years. The tortoise will eventually win the race.