Blogs are useless, right? Wrong. In fact, regular blogging leads to 55 percent more website clicks, says Hubspot. What does that mean? In a digital world, your online presence is as important as a physical storefront, and if potential customers aren’t looking at your website, you won’t be making many sales. A blog is one of the best ways to rank high on search engines, and to get found by the people who can use your product or service. But the online community is also full of misconceptions about how blogs work. After the jump, we’ll address four of the biggest offenders.

SEE ALSO: Can Content Marketing Be a More Powerful Tool than PPC Ads?

Misconception #1: Blogging Is Quick And Easy.

Fact: The average marketer spends 1-2 hours drafting a 500 word blog.

Think all it takes to get great SEO results is sitting down in front of the computer for 15 minutes while you jot down a few thoughts? Think again – even for experienced content marketers, the average blog takes around two hours to draft, says Hubspot. That doesn’t include things line choosing a topic, or researching keywords and revisions. Pretty soon those two hours can turn into much more, so it’s always best to be prepared for the long haul.

Misconception #2: You Should Only Focus On The Products You’re Selling.

Fact: Content marketing is not about pushing a product.

This is a big challenge for many business owners. After all, why waste time creating content if it’s not going to help you drive sales? The truth is, a blog will help you drive sales, but it won’t do it directly. The trick is to create a space that potential clients will continue to click on even when they’re not interested in buying something. That means generating content that’s not focused on the hard-sell, according to Hubspot. Why? Because you want your audience to trust you – if you can gain their trust, they are much more likely to choose you when they are ready to buy.

Misconception #3: If You Write It, They Will Come.

Fact: Almost 2/3 of readers spend an average of 15 seconds on a blog.

So once you’ve decided what you’re going to write, chosen an effective keyword and put in the time to draft a blog, all you have to do is post it and watch the new clients roll in, right? Well, not exactly. Around two-thirds of your readers will spend an average of 15 seconds on your blog, says Time Magazine. But that doesn’t mean you can just ditch the whole enterprise. A blog is about two things: gaining readers through interesting content and getting found on a search engine. Building an audience takes time, but you have to keep at it if you want a loyal customer base.

Misconception #4: Shorter Is Better.

Fact: Blogs that take 7 minutes to read capture the most attention.

Given the fact that many readers will only spend about 15 seconds on your blog, you might begin to think shorter is better. That way, they can quickly read and digest the information while their on-the-go. Actually, if you want your blog to have a lasting impact, it should take about seven minutes to read, according to research by Medium. Clicks aren’t the most important thing here; it’s the value of the information that’s essential, which will position you as a thought leader. The longer a reader stays with it, the more likely they are to absorb your branding and your message.

Have more questions about how your blog should work? Leave a comment below or give us a call today.