How often to publish a blog is one of the trickiest questions in content marketing.
Should you post every day?
Three times a week?
The balance between overwhelming (and possibly irritating) your reader with blog content and looking, well flaky, has to be struck… somehow.
The first step in answering the question of blogging frequency is to consider why you are writing in the first place.
What has motivated you to run a blog for your business?
For many of us, the decision to create a blog came from one or more of the following factors:
- Everyone else is blogging so I thought I had to as well
- I want to use my blog to draw attention to my business
- I want my blog to be a vehicle for my knowledge and expertise
- I want to become recognised as an industry expert
- I want to help and inform my readers and build good relationships
- I want to produce regular content to boost my SEO.
Each of these factors demonstrate a key reason why a blog is an essential tool for any business. Each (with the exception, perhaps of number 1) reveals that we expect our blog to
work hard for our brand - and produce results.
Given the high level of expectation that we place on our blog, and all of the different things that we want it to do, we can feel under pressure to produce and publish a constant stream of posts.
Feeling Under Pressure To Blog?
I have been blogging for several years now - first for a virtual assistant business that I started and now for Pic Presents. I feel that I have learnt such a lot on this journey and the question of blogging frequency has to be the most important lesson of all.
When I started, I felt under pressure to blog every day. At the time, many bloggers were emphasising this more is more approach - particularly at the start of a business blog.
The theory seemed to be that the more fresh content you publish, the more likely you will be noticed by your ideal client. Once you had built your audience, it was considered fine to dial the frequency down a bit.
But, at the beginning, the advice was to post, post, post!
I chose not to follow this advice. But I did decide to publish a blog post three times a week. I made a list of all the blog topic ideas that I could think of, assigned each subject to a Monday, Wednesday or Friday and off I went.
Sadly, I was soon to discover that this content strategy was wrong… so, so wrong.
Before long, I started to resent my blog and the pressure it was putting on me. I had a business to run and just didn’t have the time to focus on the research, planning and production of three high quality blog posts per week.
That is not to say that I couldn’t publish three posts per week. I used to be a journalist after all and am more than capable of writing quickly, under pressure and to tight deadlines. I am more than happy (indeed, I thrive on it) to work my socks off for my business.
However, I wanted to write quality posts. I wanted to take the time to research my topic - to look at what has been written and said in the past.
I also wanted to create stunning visuals for my posts. And I wanted the time to go deep, go long form, and not just scratch the surface.
In short, I wanted to add value.
Realistic Consistent Content
I soon realised that, in order to achieve my blogging aims, I had to reduce my frequency.
I now blog once a week and feel so much happier.
After all, how can you produce your best, most valuable content if you are under so much pressure?
Your blog doesn’t have to be ruled by someone else’s schedule. I am certain that my readers would prefer one high quality post per week rather than three less valuable blogs. I know that I would.
Indeed, I would never judge a business on its content schedule so long as that schedule produced valuable material and so long as it was consistent.
Consistency is key here.
It is far better to be realistic about your time and commit to publishing a post on a regular basis. You want your readers to know that they can rely on you and you want them to know when to expect your next post.
For example, I love and value the blog posts of Seth Godin and Laura Roeder. Seth produces short-form content on a daily basis. I look forward to his email every day as he always has something interesting to say.
I also look forward to Laura’s content and her email every week.
Do I value Seth’s blog more because it comes every day?
Do I think that Laura is somehow less committed to her craft because she writes a post a week?
Indeed, if every blogger that I enjoy suddenly decided to post every day I think I would soon become rather overwhelmed. I’m thinking that this is not the emotion that we are all aiming for when we blog.
We want to inform and entertain - we don’t want to heap content on top of content and end up irritating our audience.
I also discovered another benefit when I decided to reduce my blogging frequency.
I had more time to promote my blog posts.
Promotion is a crucial part of the blogging process.
Publishing and hoping for readers is just not going to cut it. You need to share, share and share again.
You can promote your blog posts by:
- Sharing a key comment on your social media networks with a link back to your blog
- Asking your social media audience a question and answering it with a blog link
- Using visuals that link back to your blog in order to catch your reader’s eye
- Promoting your blog to your email list
- Letting contacts and colleagues know if you have written a post that might interest them
- Letting industry influencers know if you have written a blog that has mentioned them or their work.
I make a point to spend a lot of time promoting my posts. I share the same post over several days and at different times in the day.
When I talk about this strategy with clients and colleagues I often get asked if I worry that this will annoy my audience.
I don’t and you shouldn’t.
By sharing your blog posts many times, the chances of someone clicking through increase significantly. This will far outweigh any complaints that you might get.
If someone does complain (and they are really feeling the outrage) they can always unfollow you.
But they probably won’t.
Whatever blogging schedule you decide, the ROI of your blog will always lie in the value that you offer and the consistency that you maintain.
You just won’t find this return anywhere else.
Thank you for reading!
How did you decide what was the optimal frequency for your blog?
I’d love to hear your thoughts via the comments section below.
Take care, Jane x