Why is blogging important?

Because you’re building a wonder of the world—something people will notice in 100 years or more.

Around 2500 B.C., the now-famous pyramids of Giza were built. Block by block, they rose out of the desert of Egypt. Thousands of years later, they’re still standing today.

Your blog is exactly like that.

You’re using small pieces of content to write an epic story, and unless you stop paying for website hosting, that story will exist forever.

So write a really good story. And start today.


The Empty Website: The Wonder of the World


Imagine the Giza Plateau before the pyramids.

Just a vacant piece of land.

Yet someone had the vision to build something great. And 4,500 years later, people still travel the world to see it.

According to the Greek historian Herodotus, the Great Pyramid of Khufu was built over a period of 20 years. It’s estimated to be composed of 2.3 million giant blocks of stone. 

Can you imagine the feeling of laying the first stone on the empty plateau?

It must have felt terrifying and exhilarating all at once. It was the first step in an epic journey that would take decades to complete. And it would only be completed through dedication.

A silver saw bites into a piece of brown lumber with the word "blog" written on the end of the board.


If You Build It, They Will Click


It’s worth mentioning the pyramids were built by slaves—but you shouldn’t be a slave to your business. You should be the architect with the vision. You can then choose to build yourself or have someone build for you—like Two-Brain Media.

But you have to build, and laying that first stone is the hardest part. The second hardest part? Consistently laying more.

If you don’t have a blog, you’ve got the Giza Plateau in 3000 B.C.

A vacant plot. No visitors. No renown.

Nothing but sand and wind.

Lay a few blocks, however, and people start to wonder what’s going on.

Lay a few more and they’ll start to notice something big is happening.

And soon they’ll start coming back regularly to see your progress.


Why Is Blogging Important? Because People Need Something to See


“What the hell is he building in there?”

The odd and talented Tom Waits asked that question in his 1999 song “What’s He Building?”

The spoken-word features a rasping Waits describing noises coming from a house or room. The repeated question about the noise and the builder’s behaviour: What’s he building in there?

Waits might as well be talking about a nascent blog.

Go back to the pyramids.

Even in the ancient world, it wouldn’t have taken long for word to travel: They’re building something in Giza. And it’s likely a few people came by to take a look at that first stone, and the others laid beside it. They no doubt told people what they saw.

You can imagine the rest of the story: Those people told a few others who told a few others, and soon people were travelling to Giza to see the structure rising out of the desert. Fast-forward about 2,000 years, and the Greek Herodotus is writing about the project.

In a world without phones and Internet, word had travelled from Northern Africa to Europe.

Snap to 2019, and you can watch the pyramids live on the Internet here.

That first block is still down there somewhere.

A grey cinder-block wall with the word "blog" written on each block to illustrate why blogging is important.


Block by Block, Blog by Blog


All this is obviously a metaphor for your blog.

Each post is a block, and as you start blogging, people will start reading. The better your posts, the more people will read. And the faster you’ll acquire new readers.

If you don’t have a blog, you’ve got a blank canvas and an intimidating task. But, like the Egyptians, you can build something great piece by piece.

Eventually, you’ll have something great.

And here’s the thing about the Internet: People can always find the things you wrote.

A blog written five years ago might be found by a potential client who gets exactly what he or she needs and calls the business to make an appointment.

A prospective client might stumble upon the blog and spend an hour exploring a web of great posts, becoming more and more interested in the business.

A random person might find the info in a helpful blog post and then link to it, starting a chain reaction of linking and sharing that extends from the web onto social media. That increases both web traffic and the chances local people see your blog on Page 1 of their next Google search.

The lesson: Start building.


Building a Business From a Blog


Why is blogging important? This website wouldn’t exist if it weren’t for a blog started 10 years ago by Chris Cooper.

The global mentoring company Two-Brain Business wouldn’t exist either.

Here’s a website Chris Cooper started way back in 2008: Don’t Buy Ads.

That website became this book: “Two-Brain Business.”

The first book led to a second, a third and a fourth.

There will be a fifth, and probably more after that.

Those blog posts and books were the building blocks that became Two-Brain Business, a mentoring company that serves hundreds of businesses located all over the world.

Guess what? The monuments Chris erected—his blogs and books—are still being read years later. They’re still being found, they’re still helping people, and they’re still bringing people into his business.

Blog by blog, a gigantic body of great content was created. And it now supports a multimillion-dollar business.

A close-up photo of the gray bricks that form a retaining wall in a garden.

The whole is greater than the sum of its parts—whether the parts are bricks or blogs.


Why Is Blogging Important?


Blogging is important for the same reason compound interest is important.

Every new blog adds to the overall weight of the blog section of your website. We believe one blog is a waste of time. But 52 blogs on your area of expertise? That’s a small library. Sustain that output for two years and you’ve got over 100 pieces of content—suddenly you’re a local authority. Continue, and your renown will grow.

Blogging is also important as the “source” of your other content.

Imagine a pizza parlour that sells by the slice. The employees don’t make slices. They make entire pizzas, then sell parts.

Same principle here with regard to social media: After you write a blog, you’re going to fill your various media platforms with pieces of that blog. The best lines go out on Twitter. The best paragraphs head to Instagram and Facebook. The whole thing gets sent to you mailing list. The best concept becomes the basis for a YouTube video. And you expand on the topic by speaking on a podcast.

You can use that concept with other forms of media as well if creating a video or podcast is easier for you. Start with the medium that’s in your wheelhouse.


Your Pyramid


A blog isn’t just a blog. It’s the key part of your overall content strategy.

Overall, your blog is your Great Pyramid of Giza, and each individual post is a block.

So start writing. Within a year, people will come to see what you’re building.

Keep working, and eventually they’ll marvel at what you built.

And when it comes time to purchase a product or service, prospective customers will go to “that business with the giant pyramid.”