“I’m starting a blog.”

The sentence reads like the last will and testament of a million well-meaning pastors. With blogs easy to start and low-to-no cost, a twenty-minute investment can find you online with the world as your potential audience.

Starting like a house afire, though, often drifts into weeks or months between entries followed by the inevitable, “Yeah, I used to have a blog, too” as it becomes something for which we no longer have time.

Whether you are just starting, or whether you are considering re-starting, consistency is key. You may be the best writer on the planet not yet offered a book contract, but your blog will become home to digital cobwebs without regular content. Blog consistency matters, and here’s why.

1. It sets a level of expectation with readers.

When you publish consistently people anticipate your next offering. When you allow too much time to pass between new posts, your blog is lost to the forefront of your readers’ memories.

Some people are able to churn our new, significant content nearly every day. They are exceptions to the rule. Find the frequency that integrates will with your life and stick with it, even if it is only two times a week. If your readers know you regularly drop new content on Tuesdays and Fridays at 10:00am, they will come to be ready readers.

2. It keeps you ranked in search results.

Google doesn’t care for cobwebs. From Yoast:

Adding actual and functional information to your website will give Google the idea that your website is alive. If it’s not an active website, Google will crawl it less often. This might affect your rankings negatively.

3. It makes you a better writer.

There are three specific things that make anyone a better writer: a good dictionary, a good thesaurus, and writing. Lifehack, Copyblogger, Goins, and P.D. James agree that writing more makes you a better writer. Leo Babuta at Lifehack writes:

The more you write, the better you’ll get. Writing is a skill, and like any other skill, you have to practice it to get better. Write stuff for yourself, write for a blog, write for other publications. Write just to write, and have a blast doing it. It gets easier after awhile if you practice a lot.

If you are a pastor reading this, you have a message that needs to be heard. Blogging is an incredible tool to expand your audience. Just remember consistency over time will bring more that message to more people.

Marty Duren

Marty Duren is the Executive Editor and Marketing Manager of LifeWay Pastors and host of the Pastor Talk podcast at LifeWay Christian Resources in Nashville. He also serves as the Groups Pastor with Green Hill Church in Mt Juliet, TN.