Ultimately, and unsurprisingly, the answer to the headline question is going to be—it depends. If you’re not a fan of ambiguity, never fear, as this article will lay out some guidelines and best practices you can use to work out the ideal blogging schedule for your company, your team, and your needs.
To find your way to a more specific answer, you’ll need to take into account several factors: your goals for your blog, how robust your existing online presence is, and how many resources you have to throw at your content. The critical thing to remember is this: Hubspot found that marketers who prioritize blogging efforts are 13x more likely to see positive ROI on these efforts. Now, let’s take a look at those factors one at a time.
What Are Your Content Goals?
Before we go anywhere near a recommendation for blog post frequency, let’s look at your goals for this content. Are you looking to increase organic traffic? Raise brand awareness? Increase conversion rates? While there is obviously going to be some overlap between these goals, it will help to straighten out which one comes first before moving forward.
Organic website traffic is compounding, meaning that it continues to grow over time. When it comes to your blogging strategy, the strongest allies you have in the fight for traffic are regularity of posting, frequency of posting, and the evergreen factor. That last one means you need to devote plenty of time to updating existing posts to keep them relevant and invite continuing visits to even your oldest pieces of content. These new visitors will give a boost to the SEO for these pages, ensuring they continue to work for you in bringing in ever more visitors.
Keys for raising brand awareness via your blog once again start with maintaining a consistent posting schedule. The second key factor is the diversity of the content you’re posting. People will tire of monolithic 2,000+ word treatises on the state of your industry. Don’t misunderstand, these posts are crucial to include in your strategy. The key to this aspect of your blog is to mix these long-form pieces in between every 3-4 shorter posts. Things like how-to guides, listicles, or video posts are fantastic for mixing it up.
It’s that mix of content types and lengths that will keep your readers engaged and returning to see what they can learn from your newest posts.
We know, at the end of the day, conversions are pretty much the goal of any and all business blog post. That said, if your goal in blogging is specifically to take readers and make them customers you’ll want to pay extra attention to the tone of your posts. Don’t get too sales-y, keep the sales stuff to once every dozen or so posts. This way, your audience will understand that your blog is there to help them with their pain points, just with subtle reminders that you also offer a product/service that can help even more when the time is right.
How Big is Your Current Online Presence?
If you’re a brand new company, without a ton of resources, frankly it may be worth considering starting by building a following on social media before diving headfirst into blogging. This is simply because your social media presence is a multifunction tool when it comes to publicizing your message, linking to blog posts is but one in an arsenal of options. Another consideration here is that social media links are perhaps the primary way a new blog gains readers, so if you don’t have a solid base of followers, your blog isn’t going to pick up steam all that quickly.
Going the route of focusing on social media first brings other advantages, especially for smaller companies, in that it allows you to gain some traction and exposure before you invest the time, energy, and budget in your blog. Remember, organic growth isn’t only more sustainable, it’s also often cheaper.
On the other hand, you may want to have the blog up and running alongside your social media growth project. This is obviously the more ambitious tactic, but one that can bring astounding results given the resources. If you’re a larger company, or have the funding to spin up a full content marketing team from day one—this is the way to go. The more robust presence you can get online, and the quicker you can get it there, the better. After all, the sooner you have a base of readers and followers, the sooner they can start sharing, not to mention converting.
Now, How About That Content Marketing Team?
As in, how many people and how big a pile of resources do you have to throw into this blogging endeavor? This piggybacks on the last section since it’s really the main determining factor behind how often you CAN post. Smaller companies, or those with a newer blogging presence, can stand to post less often as long as the schedule is consistent. Larger outfits or companies with a larger marketing team can, and for maximum impact should, be posting nearly every weekday. If you have the resources, go back to that statistic we gave in the intro. 13x the positive ROI if you make blogging a priority. That speaks volumes, doesn’t it?
So what’s the short version of all that advice? Well, once again it depends. Smaller companies have their own goals while larger companies or better-established blogs can fall back on a different set of numbers. Remember, each of these is a suggestion, it’s up to you to find the best practices for your individual situation. Also remember, the numbers for established blogs include rehabbing existing posts to keep them relevant:
- Small company or new blog targeting organic reach = 2-4 posts per week
- Small company or new blog targeting brand awareness = 1-2 posts per week
- Large company or established blog targeting organic reach = 4-5 posts per week
- Large company or established blog targeting brand awareness = 3-4 posts per week