I’ve heard every excuse in the book: “I don’t have time,” “I can’t think of anything to say,” “I’m not much of a writer.” Before you can run, you need to learn how to walk. For many writers I know, I recommend they begin blogging.
Blogs create a real-time connection with your audience that no other medium quite duplicates. Yes, a book cements your expertise in a deep, lasting way—but you may publish just one book a year. A blog, on the other hand, keeps your name on people’s minds week after week.
On my podcast, Build Your Authority, I sat down with Mark Gillespie, our Director of Content at Advantage: The Authority Company. We discussed why blogging remains a cornerstone of personal branding, no matter how crowded the digital landscape gets.
And trust me—Mark’s knowledge runs deep.
Mark calls blogging the “gym workout” of thought leadership. If you want the “beach body” for your brand—meaning actual credibility that shows up online—you have to do the reps consistently, even if it’s only 800 words every Tuesday morning.
I love that image because it underscores how blogging directly feeds into visibility. People look you up online. They find your posts. They come to trust your voice. Before you know it, you’re the go-to person in your industry.
Cadence, Content, and Connection
So, how long and how often should you blog? Mark recommends 800–2,000 words about once a week. That’s long enough to say something meaningful without turning it into a novel—plus frequent enough to remain relevant.
But what do you write about?
Mark stressed the importance of planning your topics so they all link back to a central theme. If you’re focused on leadership, try a personal anecdote one week, a breakdown of a relevant business study the next, and a commentary on a trending news story after that.
You could call it newsjacking: seizing on a big conversation in your industry and inserting your unique perspective. Doing so ensures your posts feel timely and resonant.
Blogging as Your Anchor Content
Mark calls blogging anchor content because it holds your entire platform together. You can link to it from social media, reference it in emails, or use it to showcase your insight when a reporter or event organizer Googles your name.
If you also do a podcast, consider turning each episode’s best takeaways into a blog. It’s a great way to reinforce what you said on-air and capture a wider audience—some people still prefer reading to listening.
And if writing really isn’t your strength? There’s no shame in partnering with a professional.
Mark and his team can shape your core ideas into well-structured posts, freeing you to focus on what you do best. You’ll still get all the benefits of staying current and relevant online, but you’ll not be glued to your keyboard late at night.
Plan It, Post It, and Reap the Benefits
Here’s the first step: make a plan.
Mark’s whole approach revolves around mapping out your topics in advance—say, a month’s worth of posts at a time. Know what you want to say and how it fits into your brand’s bigger picture.
Do you want your blog to drive traffic to a new product? Build your reputation as a conference speaker? Simply keep your ideas out there in a reliable way?
Then there’s the matter of consistency. Blogging once a month barely moves the needle. Blogging once a week makes readers feel you’re active and in tune with the world around you. Next, promote your blog through LinkedIn, email newsletters, or even Substack. It’s not enough to hit “publish” on your website; you have to nudge people to come read it.
Google loves relevant content that keeps readers on the page. Over time, a steady flow of helpful posts pays off in search rankings, inbound media interest, and the kind of personal brand trust that money can’t buy.
My Take on Your Next Steps
Here’s the bottom line: blogging might not feel as shiny as launching a book or delivering a keynote, but it’s the foundation that supports all your other authority-building efforts. When someone searches your name, these posts should make it obvious you have fresh insights and a distinctive voice.
If you’re not the writing type, no problem. Collaborate with a content pro. But don’t sit on the sidelines. As Mark says, “The more reps you put in, the stronger your authority becomes.” And that’s how you turn an often-overlooked medium into a powerful ally in your quest for recognition.
Give the full episode a listen to hear Mark dive even deeper into SEO, PR tie-ins, and how to keep your ideas flowing. I guarantee you’ll walk away ready to claim your space online.
