How often should you create new blog posts? Is there a hard and fast rule? What is the perfect balance?
Here are some simple guidelines.
First: why blog at all?
A white paper on business blogging by HubSpot (get it here ») cites marketing research statistics that back up why you should blog:
- Nearly 40% of US companies use blogs for marketing purposes.
- Companies that blog have 55% more website visitors.
- B2C companies that blog get 88% more leads/month than those who don’t.
- B2B companies that blog get 67% more leads/month than those who don’t.
We also published an article on why blogging is beneficial to your marketing, called “Why Blog?” which you can read here » .
“OK, so how often should I blog?”
The short answer: it depends.
Some experts will advise you to blog every day. The more you blog, the more content you’ll have on your site which can be indexed by Google and found by content seekers. HubSpot found in their recent research of 7000 of its business customers that there is a fairly linear relationship between the amount of blog posts a company publishes per month and its monthly website traffic. (Get the survey results here »)
Other experts will tell you that if you blog too often, your readers will get burned out on all of your posts and stop reading. So, maybe one to three times a week is optimal.
Still others will tell you that once a week is the most you need to do.
So which is the right answer?
Blog as often as you can provide real value.
Your readers are coming to your blog posts for information that truly benefits them. From that standpoint, the optimal blogging frequency is the pace at which you can create blog posts that deliver true value – objective information that helps content seekers with some aspect of their job or life or both.
Creating good, useful content takes time. If you’re struggling to create content that is truly useful, slow down. Write fewer posts, and put more time into making them great. Similarly, if you find that, in the interest of saving time, you’re resorting to repeating content or writing posts that in the end are more about selling your products than giving out useful information, it’s time to honestly assess the time and resources you have available to deliver good content.
We recommend posting a minimum of once a week to maintain momentum with your readers and with search engine optimization (SEO).
“How often should I email my list about new blog posts?”
We recommend once a week. We all get far more emails than we like already. It’s hard to keep up. People can easily become annoyed by a company that is barraging them with emails about new blog posts. Once a week is enough to stay top-of-mind while remaining unobtrusive. If you are publishing more than one blog post a week, you can reference multiple blog posts in the same email. Finally, when possible, try to send this email out on the same day every week. This will allow your recipients to look forward to your email on a day they’ve come to associate with your blog. In general, we humans love consistency.
We think blogging is very important for delivering value to your customers and prospects, establishing your credibility and thought leadership, and growing your website traffic. That’s why we publish our Marketer’s Blog for you, and why we recommend that you blog too. Create content that leverages your unique expertise as a company that will help your readers. By benefiting your readers, you’ll benefit too – a great win-win. And the best way to benefit your readers with your blog is by taking the time to create great content. I.e. blog as often as you can create truly useful blog posts – no more, and no less. Let that be your guide.
Here’s to the Marketing Champion in all of us. See you in the next post.