Small business marketers and entrepreneurs ask about blog post frequency more often than just about any other content marketing question. How often should you post to your blog? The answer is, it depends on what you hope to achieve with your blog. Here are three scenarios that can help you make your decision.
The best blog post frequency for your business when…
1. I Have Something to Say.
Some thought leaders post to their blog when they have something important to share. They may have thought a big thought, have encountered a new market trend, or want to highlight a shift in the company’s strategy.
If this is you, then the answer to “what is the best blog post frequency” is, when you have something to say.
This strategy works best for people and companies that have a large following and use their blog for a method of communication.
2. I Want to Boost My SEO.
One of the biggest benefits of content marketing is that can generate three times the leads as paid search. SEO is a big driver for most content marketers.
If you’re beefing up your blog content to generate search traffic, then the answer to, “what is the best blog post frequency” is, as much as you can.
According to Hubspot, companies that blog four times a week generate more than 3.5 times the traffic than those who blog once a week or less. If search is your metric, then start the content engines.
3. I Want to Build Engagement With My Community.
Many companies view their blog as a community engagement tool – sort of like the modern version of the town square. They want their members or customers to visit their page again and again, and to interact with each other and company representatives.
If this is you, then the answer to “what is the best blog post frequency” is, the most often you can while maintaining a regular, consistent schedule.
Your schedule could be daily, weekly, or possibly even monthly – but you must stick to it. If you want your community to tune in when it knows you have something to share, then give them something they can count on. Yes, you can send email to point them to the site, but don’t underestimate the power of anticipation.
Think about SEO guru Rand Fishkin and the Moz Whiteboard Fridays – he not only built a community of engaged followers, he had them looking forward to each week’s episode. Followers made suggestions and asked questions, all in the hopes that Moz would tackle their favorites. You can do this, too.
As always, start with the right question before you follow any marketing advice. What do you hope to achieve? The right answer will come to you.
Give us a shout if you want help planning your editorial calendar or strategizing on your content marketing. And if you’re ready to start building a content calendar where you can collaborate with your team and track topline analytics automatically, start your editorial calendar planner account today!