“How many blogs will it take before we get a return on investment?”

This is a question I often get asked by potential clients. And I always give the same answer: “I’ve got no bloody idea.”

It’s a bit like asking a personal trainer: “How many push-ups will I need to do before I get fit?”

Sadly, there’s no magic number when it comes to blogging. Clients always want me to tell them that they’ll need to do exactly 23 blogs to make their first sale or that they’ll start getting a return on investment from the 48th blog. But that’s not how marketing works.

One thing I know for sure, though, is that if your rivals are blogging and you’re not, you’ve got a problem.