Blogging may be just the tool you're forgetting about when it comes to connecting with your audience. For the individual musician or promoter, blogging is an essential way to connect with your fan base. For venues—large or small—it can be the means of engaging your audience away from the stage.

Unfortunately, myths about blogging are rampant, and can scare you away from this prolific medium. We’ve collected the top 5, so you can banish your fear of blogging and start using your blog to engage your audience.

Myth #1: “I should just post as often as I can, even if I’m not sure what to post about.”

Flooding your blog with posts that aren’t interesting or relevant to your industry isn’t going to win over an audience. There’s a saying floating around the blogging sphere about “content being king,” and we agree enough to give you this advice: Don’t schedule your blogs and then struggle to find something to say. Rather, write your blogs when you have something important to say. What’s the nice little saying? Oh, yes. If you don’t have anything nice [read: important] to say, don’t say anything at all.

Myth #2: “I should write all the posts myself.”

There’s nothing wrong with having multiple bloggers writing on the same blog. In fact, we recommend it! If you plan on only writing blogs when there’s something to say, chances are you’ll need more than one person to write them. That’s not to say you need to limit yourself to employees at your venue, or—if you’re a musician yourself—just you. Inviting people to write something for your blog can be beneficial to both parties: your readers get new, unique content, and your guest blogger gets exposed to new readership.

Myth #3: “It’s not OK to repost other people’s content on my blog.”

Oh yes, yes, it is—but only if they give you permission. Most people spend a lot of time and energy writing their blogs. They come up with that “content is king” information, and they want people to read it. Next time you read an interesting blog that you think your readers could benefit from (even this one!), send an email to the writer asking for permission to repost it. Chances are, they’ll take you up on it.

Myth #4: “I should use a blogging site to host my blog instead of my own website.”

The jury is out on this one, but we’ve picked a side, and we have our reasons. The biggest one? You want people to be on your website. Period. Hosting your blog on another site means that your readers are actually leaving your site to go to another. That means they don’t have easy access to your subpages, your event calendar, or your tickets! Our advice is to host your blog on your own site. After all, the whole reason you create content is to connect with your audience and, ultimately, sell more tickets.

Myth #5: “Blogging just doesn’t matter.”

Aha, the monumental myth that could hurt your business the most. Blogging is a chance to connect with your audience. Not just one day, or one week, but as much and as often as you like. If you want a relationship with your patrons that makes them want to keep coming to your venue or show, you need to be where they are. When people read a blog they like, they share it. The more people that share your blog, the more people ultimately visit your site. The more people that visit your site, the more people that buy tickets . . . you get the picture. And if you're still not convinced, just keep in mind that 46% of people read blogs more than once a day.

Be one of those blogs, and you’re on your way to connecting with a bigger audience.