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How often should you publish a blog post?

by Becky Cable ON Aug 02, 2019

Blogging can be confusing. How often do you write? Between designing your blog, running your business and coming up with content, blogging may seem overwhelming!

Do you know how often your business blog should be updated? What is the ideal frequency for blog posting? The short and simple answer is, there isn’t - there is no magic number.

There are a few guidelines you can follow, however, that can help you in determining how frequently you should post on your business blog.

Determining your ideal posting schedule needs to be a consideration of:

  • Your business goals
  • Your competitive environment and the content density of your industry
  • Content producing resources and budget
  • Customer needs and expectations

Ask Yourself Some Important Questions

  • What audience am I trying to appeal to and what type of information am I offering them?
  • When are they searching for this information and what where are they finding it?
  • Can I actually stick to a frequent posting schedule?
  • How much can I comfortably write per day? Per week?

In general, the more blog posts you publish, the better the chances of capturing more traffic.

Research shows that companies who blog 3 to 5 times a month, or around once a week, get twice the web traffic than those who don’t blog at all. The more you post, the more exposure your blog gets - and, over time, the results continue to pay out as your blog builds more traffic and consequently boosting your SEO ranking.

Be consistent and commit to a regular blog schedule

Consistency is key when it comes to blogging. If you publish high-quality content on a regular schedule, say every Wednesday of the week, your audience will know when to expect new content. Setting a regular blog posting schedule fosters brand loyalty and will prompt your readers to look forward to reading your blog. Without consistency, it will be difficult to build a significant readership.

Ensure quality over quantity

While we did said earlier that more is better, don’t create content just for the sake of creating content. Publishing blog content that isn’t written well and doesn’t reflect the integrity of your brand will decrease your website’s authority and will negatively affect your brand’s reputation. Additionally, search engines like Google look closely into the content of websites. This means that no matter how often you update your blog, if the content you post does not give value to your readers, it won’t rank and perform as excellent as posting just four to six high-quality blog posts a month.

Work with your available resources and capacity

For small companies with limited resources and lack of a dedicated writer, it’s often overwhelming to schedule a regular number of blog posts each month. The essential thing is to commit to a realistic blog schedule, for as long as you do it consistently. Publish what you can handle with your available resources and capacity. If you divide your time between other business tasks and in writing blog posts, perhaps you want to initially set a goal of publishing one new article on the same day each week. Then if the momentum picks up, you may decide later on to outsource your writing and move up to two to three blog posts a week. Here at Unumbox HQ we offer a copywriting service if you decide you want to go down this route.

There is no cookie-cutter approach as to how often you should post on your business blog. Consider your goals, the industry you’re in, and your audience’s interests and preferences. Some businesses thrive well with posting just once per week, while some others make it a point to post every workday.

Find what works for you - what’s important is that you’re delivering something of value to your readers.

The ONAD Standard

When it comes to blog posting, more is only is better if your content is:

  • Of a high quality
  • Not overly repetitive
  • Appeals to your target audience
  • Delivers what it promises

Blogging Stats:

Companies who blog receive 97% more links to their website

Using images in blog posts gets 94% more views

95.9% of bloggers promote their blog posts via social media

57% of marketers say they’ve gained customers specifically through blogging

66% of B2B marketers who use blogs generate more leads than those who don’t

Do I have to blog, though?

Having a blog for your business is a crucial part of a comprehensive inbound marketing strategy. A business blog not only helps you drive organic traffic to your website; it also helps you attract potential customers and generate leads. Ultimately, the more prospects you attract through your blog, the higher the chances of conversion.

Through your blog, you can address topics and questions that your audience cares about. By providing what your audiences need, you will be remembered as a business who connects with them on a more personal level, and this leads to brand loyalty.

We already know that Google love quality content, and will rank accordingly. We cover more about this topic in this blog article.

Each time you publish an original blog post, you're creating a new opportunity to get found in search engines, get shared on social media, get linked to by other sites, and get a new person to interact with your company.

Interestingly, Google also values older content as long as it is relatable and adds value to the User Experience (Source: Backlinko)

Final thoughts

Overall, companies that make a commitment to regularly publish quality content to their blogs tend to reap the biggest rewards in terms of website traffic and leads - and those results continue to pay out over time.

If you'd like our Copywriting Team to take care of your business's blog posts, get in touch with us!