One way we like to help business owners, CEOs and marketing professionals who subscribe to our blog is to answer commonly asked questions.
This is one of the most popular questions across the inbound marketing community: "How often do we need to blog? Daily, weekly, once or twice a week?"
The answer has more to do with you than it does with us. What we mean by this is that the more aggressive your marketing goals, the more often you should be blogging.
Here‘s another way to think about it: would you buy a newspaper if the articles in the paper were the same every day? Probably not. The value of the news is in the fact that it offers NEW information on a regular basis. The same holds true with your blog. If you don’t update your blog every day, there’s no reason for people to visit, read and share your blog because there’s nothing new to see, hear and learn.
Now consider the alternative. If you are posting highly educational, entertaining and relevant information every single day people are going to want to return again and again to see what you have to say. The more frequently you publish new posts, the more people will visit, read and share your blog.
The results are going to be significant. The more times people visit your website, the more likely they are to convert from a visitor into a lead. The more leads you get, the more opportunities you have to turn those leads into new clients or customers.
There is another benefit of frequent postings. Google has started rewarding websites with “fresh” content. They are literally looking for websites that are updated frequently. They consider these sites more likely to provide searchers with the content they are looking for. Now you could add a new page to your website every day, but it’s much easier to add a new blog post to your website every day.
After all, if you are blogging correctly, each new post includes your targeted keywords, each new post includes links back to the most important pages on your website and each new post includes a call to action button to drive leads.
Now back to the question at hand: How often do you need to blog?
The answer is directly related to your own marketing strategy and business goals. If you aren’t in a hurry to drive website traffic, conversions and leads then you probably don’t need to blog more than once a week. Our marketing analytics showed that this pace requires about a year of blogging (52 posts) before you start to see any significant increase in traffic, conversions or leads.
If you want faster results, then you have to blog more frequently. To drive optimum results, blogging four to six times a week provides significant improvements in organic search traffic, social media engagement, conversions and leads. Just remember to keep your posts fresh, engaging and informative and be careful not to sacrifice quality for quantity. With that equation in mind, a concerted five-day-a-week blogging effort turned one of our clients from 400 visitors a month to 4,000 visitors a month in just under a year. This resulted in an improved inbound marketing lead flow from four leads a month to 60. See how this works?
Marketing is a marathon, not a sprint. Don’t expect miracles or immediate results. Also, keep in mind that results vary and depend highly on the specifics of your business, your industry and the content of your blogging.
What you should know is that the more you blog the better the performance of your overall marketing program. You make the call.
Start Today Tip – This one is easy. Get a blog up on your website. Most website content management systems come out of the box with blogging tools. Others allow you to add a blog application relatively easily. Check with your website company, webmaster or marketing firm on your ability to blog. Next, create an editorial calendar. You have heard me talk about this before, but it is critical to helping you sustain your blogging effort, especially if you are going to be blogging daily. Having a well thought-out list of potential topics prevents you from not knowing what to write about. This is a blog killer. Two or three days of “what should I write about” and I promise your blog will be dead.
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