It's pretty standard indie marketing advice: You must maintain a blog and post to it regularly. But is it really necessary? What if you do spend time and effort on that, but get zero results?
That's pretty much the case for my "Writing News" blog, from which I've taken an unintended hiatus since late March. About the only real value it ever had was getting the word out about my book formatting services. That was mainly regarding children's books because I posted some basic do-it-yourself instructions (now outdated) directly on the blog, but I haven't had any new customers from that recently.
Has my "blog for readers" worked to build the audience for my books? As far as I can tell, no. That's not an assumption based on lack of tracking, that's an assumption based on lack of sales. My sales stats are grim enough that if I did get a boost from something, I'd see it.
I haven't decided what to do with that blog. It might end up becoming dormant, like a couple other blogs I have (one about my photography, and one about an esoteric bit of computer hardware). I've pondered some ideas for reinvigorating the blog by shifting the content, but so far… well, I'm still undecided.
So what do you think about the "requirement" to maintain an active blog as part of your marketing mix for promoting your books? If you have a blog, active or otherwise, feel free to leave a link in the Comments.