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Sunday, November 13, 2016

Your Blog is Like Your 401(k)


Trust is built with consistency.
— Lincoln Chafee

Trend-watching corporate blogs like The Allstate Blog, GE Reports and CMO.com can lure you into mistaking your own blog for a newspaper.

But it's more like one of those ancient People magazines in mom's bathroom. Sure, the articles may be dated, but they're still worth your time.

More accurately, a corporate blog is like a 401(k). Each post is like a dollar invested. And regular posting is like the familiar investment strategy called dollar-cost averaging.

When you dollar-cost average, you stash a fixed dollar amount in your 401(k) every month. That money buys you shares at the then-current prices. When share prices decline, the money buys more of them; when prices increase, it buys fewer. But things average out—and you never need worry about "buying low and selling high." You end up with a ton of equity.

Key to dollar-cost averaging is consistency—your pledge to invest on a regular basis. You should make that same pledge to blogging. Publish consistentlyDon't worry about "timing the market." In time, things will average out. And you'll earn a ton of trust.

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