We see it all too often. A company’s most recent blog post is from 2016. They have five really great blogs but their content is not regularly updated. Or worse yet, they have a “blog” page on their website, but there are no posts.
As the saying goes, “Fail to plan…plan to fail.” If you do not have a solid plan and system in place for your content strategy, it will fall to the wayside. To effectively target and engage your ideal audience, you need a relevant content schedule…and that starts with your blog posts.
We have walked through the why and how of ensuring you don’t fall victim to a boring blog. Now it is time to talk about the when. Or, how often you should post new blog content on your website for it to be most effective.
There is a vast amount of online research that dives into the nitty-gritty of how to create a robust content strategy for your business. But we are going to focus on blog content specifically. At Synergy Content Marketing, our clients find great success from basing their content strategy on their blog.
So, the question remains: when and how often should I post a new blog?
There is not a one-size-fits-all answer to this question. However, here are factors to consider to help you determine the best frequency for your company.
Type of Blog Content
There are many different types of blog content you can post on your website. The type of content you post directly correlates with your business and marketing goals. Some companies will benefit from long-form posts, how-to blogs, and in-depth product guides. Other companies, on the other hand, may appeal to their target audience with short, engaging blog content that is related to an overall theme–travel, wedding planning, online marketing–and includes engaging graphics, interactive content, and visual aids.
Are you writing content that is informative and solves your target audiences’ problems? Are you writing evergreen content that will be relevant for a long time? Are you writing news-focused content that is most relevant the day it is posted? Knowing this will help you determine your quantity and quality of posts.
The Quality Over Quantity Dilemma
When it comes to posting blogs on your website, you must find the balance between the quality and quantity of your posts.
If you utilize SEO keywords correctly throughout your blog posts you have a better chance on increase traffic and leads. Even more, publishing new, fresh content on your website regularly gives your target audience a reason to visit your website–even after they make a purchase or utilize your service.
Take a suitcase company for example. Once someone purchases their suitcases and has them shipped to their house, why would they visit the company’s website again? Without a blog, not much. But if the company has a robust travel blog with inspiration and tips, then there are reasons to continually visit. Plus, the more your audience visits your website, the more likely they are to further engage with your brand, products, and services, leading to additional sales.
Every blog post on your website is an opportunity for search engines to find and promote your site to your target audience. So, for this reason, quantity is definitely important–the more posts, the more traffic, the more leads and sales.
However, it is also true that your target audience can experience content overload, especially if the information you publish isn’t relevant or well-written. For this reason, quality is also just as important, as quantity without quality will drive people away.
Which Blogging Frequency is Right for Me?
“Every blog post on your website is an opportunity for search engines to find and promote your site to your target audience.“
1-2 Blog Posts Per Month
When companies start prioritizing their blog content, they often start with 1-2 blogs per month to see how it works. However, this frequency will only prove successful in a few different scenarios.
First, for one blog post to drive website traffic and engage your audience, it needs to be cross-promoted on social media pages and through email marketing campaigns. This is especially true if your audience is not used to you having a blog. They need to first become aware, then familiar, and then engaged for you to see success from your blog. This process goes a lot faster when you post more frequently on your blog, especially when you are first starting out.
If, however, your business already has a strong following and website traffic, and you are not concerned with increasing sales but rather adding value to your website, 1-2 blog posts a month would work well for you. You already have an engaged following who will interact and find value in your posts. However, it is still important to cross-promote for greatest reach.
Now, if you are a small team or team of one trying to run and market a successful business, you may fall into the 1-2 blog posts per month unintentionally. You simply don’t have the bandwidth to do more.
If you struggle to post 1-2 blog posts on your website monthly, it’s time to partner with an agency that can help you stay consistent. At Synergy Content Marketing, we give you the gift of time by developing and managing your blog content for you.
4-8 Blog Posts Per Month
Posting 4-8 new blog posts a month (1-2 times per week) is an ideal frequency for the majority of companies. It helps you establish a consistent writing routine and post quality content that is beneficial to your target audience. This consistently drives traffic to your website and increases brand engagement and sales. Your audience will appreciate your quantity and quality of posts.
When it comes to SEO and search engine results, posting new content 1-2 times per week increases your likelihood of showing up in search results. Google takes quantity into account, and so should you. One of Google’s key factors in its algorithm is QDF–Query Deserves Freshness–meaning superiority goes to the websites with fresh, relevant content.
Posting 4-8 blogs per month is consistent enough to trigger Google’s QDF without overwhelming your readers or your writers with daily posts. However, cross-promotion is still extremely important. It will help your blog posts “live longer” on a variety of platforms, reaching and engaging your target audience even more.
Daily Blog Posts
Posting daily blog posts is a great option for a select group of companies and situations. If you are an event-focused or news-focused company, you post daily to keep up with your competitors. Weekly or monthly posts will leave you in the dust.
For a well-established business with a robust and loyal audience, posting new content daily makes sense. It will encourage them to visit your site as a part of their everyday routine.
To ensure you are posting quality daily posts, you can partner with a creative content marketing company like Synergy Content Marketing to help you develop engaging and well-written posts with industry-relevant images, SEO keywords, and content that will ensure you are seen in Google search results.
Post Quality Content Consistently with the Help of Synergy Content Marketing
You understand that great content is vitally important to your company’s online success. You are well aware that your business should be writing and publishing blogs regularly. Ye,t it still falls through the cracks. We understand.
At Synergy Content Marketing, we love to write and can do it for you. We can help you prioritize your blog content and post quality content that reaches and engages your target audience. Let us relieve you of the creative and strategic duties of blog writing. This way, you can focus on the other aspects of running a business. We create top-quality content on your behalf to help you achieve your marketing goals. Contact us today to get started.
If you haven’t already, be sure to check out the other two blogs in our Boring Blog series: “Don’t Fall Victim to a Boring Blog: The Why” and “Don’t Fall Victim to a Boring Blog: The How.”
