A company blog can be a great way to build brand, credibility and site traffic–but blogging is often more work than first expected. And positive results rarely come quickly. The benefits gradually build as you toil through post after post.

Also, there are blogs on topics from fruit to adhesives, and there are likely a couple that relate to your business. That means a new blog would have to compete. However, you don’t have to compete with blogs to enter the blogosphere, says Jay Krall, Internet Media Research Manager, Cision.

“Too many times, I think, people fall into the trap of thinking that they need to start a blog, when in fact they would do much better to take six months to engage heavily with the blogs in their space,” Krall says. “I don’t want to discourage people from writing a blog, but you have to listen first. You have to take some time to make sure that you understand what’s already being said in that space.”

If you’re thinking of starting a blog for business reasons, consider the opportunity costs of the time you’ll have to invest. Would that time be better invested elsewhere? You might get better, faster results (in the shorter term) by doing blogger outreach.