Updated: May 8, 2019
Deciding how often to blog for your business isn't always easy...
Weekly? Fortnightly? Monthly? Whenever the mood strikes you?
One of the hardest things to figure out when you're wondering how to start a blog is your ideal blog post frequency:
You can spend a lot of time searching through reams of data on the correct frequency of blogging. Many people do research on this. But...
Could there possibly be a short version of their findings? Something suitable for someone who wants a punchy answer with no messing around?
Well, yes. Sort of. In a nutshell:
Posting more blog posts tends to be better than posting fewer.
Longer articles tend to be better than shorter ones.
But do you have the time to write a greater number of lengthy articles every week?
Websites like Buzzfeed and The New York Times post over 200 articles. Per day. No one can match that.
Instead, when it comes to how often you should blog, consistency is going to be key. Why?
Let's dial it back a little first...
People don't just do this stuff for fun. There are many benefits of blogging:
1) You get more chances to rank in Search Engines
The more pages you have on your website, the more chances you have to gain the attention of search engines like Google.
The more posts you have, the more keywords you can include and the greater the odds that you'll be found by people who are searching for a company like yours.
Of course, you can't just spam out some content and hope that it ticks all the right boxes. Your blog posts should be:
High-quality – you need your articles to be well written.
Of a decent length – you don't have to aim for thousands of words, but there are many dangers of having thin content. Check out this article on how long a blog post should be if you need to know more.
Relevant to your audience – if no one is going to care, why write it? Answer specific questions that you think, or your audience has told you, they want the answers to.
2) You build a community
When you're first starting writing a blog, nothing seems further from the realms of possibility than building a community through doing so. You need to remember:
Blogging takes a long time for you to get any big pay-offs out of it.
Don't be put off because you don't get instant results. You won't immediately springboard to having thousands or even a hundred engagements (comments, people who like and share your content on social media and so on) after a few weeks.
If you manage those numbers after a few months or even a year that's still pretty impressive!
But you still get value early on.
Your blog will let you connect with your audience, showing them what they have to gain by using someone with your skills and experience. If you keep at it, and if you nurture your audience when you start to collect them, you will begin to get real value.
3) You can promote yourself via news and updates
Do you have some content that would be worthy of a press release if your business was big enough?
Didn't anyone ever tell you size (probably) doesn't matter?
Intersperse news about your company or updates or promotions about your services between your regular high-quality, well-researched posts.
1 in 5 perhaps. Don't force it.
4) You can boost your credibility and show off your knowledge
Why should a potential customer come to you rather than your competition?
Your blog gives you a chance to show off a little of what you know. There's a dividing line between giving away all of your knowledge and clearly displaying what you have to offer. But the more you blog, the more of a knowledge base you have to point to.
Your goal is to become a resource for your clients, in turn increasing your visibility and building that community.
What factors affect how often you should blog?
How often should you blog for SEO purposes? How often should you blog for business or to increase sales?
Woah, woah, woah. There are some important factors you need to consider first:
1) What resources do you have?
Creating rich and interesting content takes resources. Predominantly:
Are you strapped for any of these?
If you are, the usual alternative is to outsource to one of the many SEO copywriting services you can find (*cough* I happen to know a good one *cough* shameless plug). Whereupon, you instead replace all of those resources with a different one – cash.
Either way, your frequency of blogging will be intimately tied to the resources you have available to devote to it.
You've got a lot to do simply running your business day to day. Can you really afford to spend the time and energy required to write a 1000-word blog post every day? To invent or decide on topics? To write a catchy title? Plus finding the images and doing the promotion.
You'll probably want to actually see your friends and family once in a while too...
Remember to factor in your resources when you're planning your ideal blog post frequency. You don't want to exhaust yourself because you've chosen a crazy schedule.
2) What are your goals?
Your blog should be part of your overall marketing strategy. Honestly, this is a phrase which I hate. It's “the things you are going to be doing to get more sales”, guys.
Admittedly, my version is a little wordier. Probably why it hasn't caught on yet...
But the point is, if you're aiming to reach more customers through your blog then you probably want to blog more often.
If you are also concentrating on other marketing channels, you probably won't want to post as often.
3) What are your competitors up to?
It's not a hard and fast rule – after all, unless they're a content writing agency full of experts or a highly experienced freelance content writer themselves they might simply be proceeding on guesswork – but checking out what your competitors are up to is a simple place to start.
How often they post
How long their posts are
How much interest their posts are generating
4) What does your audience want and expect?
Once you've been blogging for a little while, you can try varying your schedule to see whether more or fewer posts could be effective.
Say you normally post weekly (you've just about got the time to write one decent article in that time frame, blogging is a reasonably-sized part of your marketing strategy and your competitors post roughly on that schedule – it's probably a decent fit for you).
Now see if you can manage twice a week. Did that get you more engagement? Did your audience seem keener on that schedule?
If in doubt:
Ask. Post a survey or a poll on social media once you've gotten a little following. See what the people who matter have got to say.
Your ideal blog post frequency - a consistent one
There's no one fixed frequency of blogging that's perfect for everyone.
How often you should blog for your business will depend on it and you. Your resources. Your marketing strategy. Your competition. And your audience. Because make no mistake, your audience will have expectations...
Your blog is a reflection of the quality and reliability which your company offers to your clients. Do you post randomly? Is it sometimes a short post? Sometimes a long one? Sometimes perhaps it hasn't quite been grammar or spell-checked?
What does that say about your company?
The best option is to strive for consistency. Because there's one lesson to learn from all those business leaders who start blogging only to give up after an article or two:
Writing a blog isn't something in which you will succeed overnight. You need to work at it.
How's your blog going? Let me know.
Contact me for a chat or to get a little blogging advice whenever you need to.